It is important for every business to have a logo that distinguishes itself from its competitors and attracts clients. Proper logo design is crucial to maintaining a business. In fact, investing in good logo design is just as important as investing in property and equipment. There are many ways in which logo design can fail to get off the ground, but one of the most common is to create a design that seems to be cost-effective and quick, but ends up making the business look amateurish, unrefined, and unprofessional.
Business owners might try to save money on logo design and branding by designing the logo themselves or by using companies that charge very low prices. They might also have friends or relatives claiming to know a little about graphic design who do it as a favour, or alternatively have a printer not proficient in logo design who might be commissioned to create the logo. In the final analysis, you get what you pay for.
Amateur logo designers are likely to make the following design mistakes:
- Using raster images, rather than vector images (which are smoother, especially when enlarged or reduced);
- Choosing the wrong font (relative to the icon) or too many fonts;
- Using stock art, and not an original design;
- Over-reliance on colour (which may not necessarily look good when rendered in black-and-white);
- Suitability for only one type of media (should be working in all media types – e.g. the Internet, the Yellow Pages);
- Excessive complexity (too much to process, and can look smudged if reduced);
- Reliance on trends (which generally do not stand the test of time).
In addition, a logo should be immediately recognizable and able to communicate something without the need for explanation, analysis, or excuses.
It is worth the expense of using a professional and experienced logo designer to produce a logo that will succeed, especially in fields such as urban design, where design counts.
How valuable is a good logo to your business?
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