Logo do's and dont's!
A bad logo can repel a customer before they even know what service or product you provide.
I can not stress more how important it is too have a logo designed based on the psychology of your demographic and your marketing business plan.
To design a readable identity you need to understand what works and what doesn’t work.
What Makes A Bad Logo?
Bad logos could have many unpleasant qualities: confusion, murkiness, over-complexity and/or poor recognition.
Gaudy colors, textures, and poor spacing create terrible relationships between text and symbols. None of these logos are memorable and you probably don’t want to remember them either.
How does a bad logo happen?
It can be the designer, but most of the time it is the business owners request. Working as a graphic designer for over 3 years on the Big Island of Hawaii, I participated in making some of the worst logos I have ever seen, even though it was against every bone in my body.
More often then not, a customer would walk in with a specific idea in mind. I always give my clients 3 options. I would offer one version of their idea exactly as they requested, one version of what I think they should have, and one version that is somewhere in between. My fingers are always crossed that they choose the one that I designed with psychology, simplicity and marketing in mind, but sometimes people are just set on their preconceived ideas.
Here is an example of a client request that ends in a horrific logo:
"I have a ballet studio called Kindled Spirit. On the top I want it to say Kindled Spirit in a cursive font in purple, in the middle I want to have an icon of a bunch of girls dancing in pink and on the bottom I would like it to say (Kona's #1 Classical Dance Studio) in this font in a dark purple"
As you can see, they are very specific, leaving me no room for improvement or using my creative license. When I send them the 3 versions for them to choose, they pick the one that looks closest to what they envisioned, then direct me on spacing and fonts to put the logo even more in the repulsive logo category. We are now left with a logo that has confusion (it doesn't even specify that it is a ballet studio), murkiness (the icon is lost in the words), over-complexity (so much text!!) and/or poor recognition (the name Kindled Spirit doesn't have a psychological correlation to ballet and is completely irrelevant.) An absolute marketing disaster.
What makes a good logo?
Logos should be simple, clean and memorable.
A great logo is easy to recognize and connects directly to the product/service.
With a quick glance at your logo, anyone/everyone should be able to understand what you do.
LESS TEXT!!! Don't make people sit and read it!
A great icon that speaks louder than words. extremely simple yet unique.
A good logo doesn't necessarily even need an icon. We need to remember that in every media when marketing our brand, needs to be consistent. Sometimes it is easier to have the name or your business and your logo be a single entity. The alternative is always having to include both your icon and your name on every platform, which can be very inconvenient at times.
Who should design my logo?
Well, unless you specialize in user-centered design, defiantly not you.
I recommend finding a logo designer that you have seen have great success with other brands, who has a style that you connect with. Tell them about your brand, your targeted demographic and show them other logos that you like. Let them take control and make sure they are designing with phycology and marketing in mind.
A great place to go...
Send me an email, I always love logo side projects! firstname.lastname@example.org. I charge $300 to invent the concept from scratch and give you 3 brilliant options to choose from or $180 if you know what you want and ill help you take your idea to the next level. Both of these packages include 2 revisions of the logo you end up choosing.
....or I also recommend using....