Start-ups are bundles of enthusiastic and energetic people, who are raring to go. They are passionate, visionary and creative. But like everyone else, they are also human beings who are prone to committing mistakes.
This blog is for everyone but specifically for start-ups as they have a passion to build unique businesses and its identity is close to their hearts.
Here are a few common logo design mistakes that most start-ups are prone to make. We hope many start-ups would read it and make good for themselves.
1. Let’s do it in-house
Businesses do not run on whims and fancies of people. It is an ongoing struggle, and only the very professional and disciplined can make a mark.
I hate to repeat it and again, but your logo is the first impression of your business. You cannot afford to take it lightly. It is not your favorite hobby or a 5 minute DIY hack.
Doodling is very different from creating a logo, don’t connect both.
It is not an option but necessary for your logo to stand out well. If you do not possess the required creative skills, don’t fiddle with it.
2. The logo should convey what we do
The emotion behind this thought (logo should convey what we do) is the uncertainty that comes with any new business.
No one knows a start-up unless it makes some news. Selling isn’t easy and expecting your logo to do it is asking for too much.
Let’s look at a few big brand logos.
Does Apple logo show that it sells phones?
Alternatively, does Mercedes logo say it sells cars?
You will find that most big brand logo designs do not say anything about the industry they belong.
Your logo should speak about your business values. It could talk about your personality and ethos.
A good logo is one that stands out while subtly conveying the emotions it is intended to.
3. Put my favorite colors
Everyone has their favorite colors, you have, and I have.
However, one should not choose brand colors as per individual wishes. Agreed you are all enthusiastic about your new logo, but your enthusiasm is shortlived, and your logo would go a long way in projecting your company image. It is a wise thing to leave the task to someone who knows is well.
Different colors represent different emotions. Your logo needs to carry the right balance of colors to strike a chord with the audience.
Trained designers know what each color represents. They also know how to use the right mix of colors to bring that desired feel.
4. Ignoring the end customer
Ironic but true; the end customer often gets ignored in the process of logo design.
No, we are not asking you to go to your end users and ask them about their choices. Rather, do a research and identify the common personality traits of your end users. Is your business targetting the youth or housewives? Where do they live? What is their socio-economic status?
Answers to such questions would help you identify traits of your target audience. You can share these traits with your logo designer. The designer’s task is to design a logo that creatively connects with these traits of your target audience.
5. Mimic big brand logos
This one is a favorite. Some people are so impressed by big brand logos such as Apple, Pepsi, and BMW that they end up creating logos that look like poor mimics of big brands.
This is the worst thing to do. First, you are inviting trouble in the form of possible copyright suits. Big brands are very protective of their copyrights and would go to any extent to ensure no one mimics them.
Second, you will be perceived like a cheap imitator and would never be able to create an identity of your own.
Your logo is your own identity. It cannot be borrowed by mimicking a big brand logo.
Be original and be yourself.
6. Ask everyone for an opinion
Your designer gives you a few logo concepts and you like one of those. However, cosmic sense prevails and you start taking everyone’s opinion.
There is nothing bad about taking others opinion as long as you know what you want.
Other people’s opinion generally confuses you and you are not able to decide. It even changes your own thinking and you are very likely to mess up what has been created.
We advise our customers to trust their senses and the one person who they should be communicating with is the designer.
7. Everyone takes the decision
In some cases, there may be more than one person to decide on the branding.
This is a tricky situation as everyone has different views. This could result in going back and forth and confusing the designer.
Ideally, there should be one person responsible for brand identity creation. This one person should be the one interacting with the designer.
This way there is a track of communication and a good understanding is developed, which is necessary for a great output.
8. Expecting the logo to communicate everything
Some start-ups have long-term plans of entering different business streams. They want their logo to communicate everything.
We get requests such as the logo should depict automobiles, food delivery as well as cosmetics.
You may be laughing but they are serious about it.
At this stage, we consult them on what their logo should represent and what it should not. Refer point no.2!
9. Guiding the designer on how to create the logo
Some people believe a lot in their inner creativity, which is a good thing.
Many of such people also believe that a designer is someone who knows some software better than MS Paint.
All they want from a designer is to keep taking instructions and drawing what they say.
Not intending to sound rude, I have an advice for such people. They should save some money by taking a quick Photoshop course from Lynda.com or Udemy and do it themselves. They’ll save both time and money.
You should hire a logo designer for their creativity and not their software skills.