10 Logo No No’s

8 – Scaling for Success

UNSCALABLE_LOGOWhen you build your logo, consider the way it’s going to be used. Most businesses eventually embroider their logo on a shirt, stamp it on their business card and use it to adorn their letterhead. Others will add their logo to the front of a building or on the side of a van. It’s best to keep your options open and create something that works everywhere.

It’s worth noting that you’re not always the person responsible for the use of your logo. Say your firm makes a donation and is to be recognized in the event program. You’ll want the logo to be scalable because those things can get pretty small.

To ensure maximum versatility, try and limit effects, detail and color gradations. Have you ever seen someone try to embroider these designs? They’re either banging their head on the desk or pulling their hair out. Same thing goes for small text. Your tagline is not part of the logo – it’s an entirely different marketing element.

9 – Using the wrong format

RASTER_GRAPHICSImages are categorized into two broad categories: raster and vector graphics. There is a difference and it’s something you need to understand.

Raster graphics are composed of individual pixels and carry extensions such as JPG, GIF, PNG, BMP. This format allows for great color depth and is typically used for photography. The catch is that these images begin to look pixelated when you begin to enlarge them. If you choose to use one of these formats when reproducing your logo – things are gonna get fuzzy.

Vector graphics are comprised of mathematical formulas, so no matter how large you make your logo it remains perfect. You really need the crisp lines and smooth curves if you want to be taken seriously. A graphic designer can help you decide which format is best to use in each application.

10 – Stretching & Squeezing

STRETCHED_LOGOSAh… the trademark feature of DIY design. I’m never quite sure if folks can’t tell that their logo is squished or if they just don’t know how to keep it from happening. Either way – it’s bad news.

Your logo has been designed to represent a certain persona and correct proportions play a huge role. It changes the way people react to your mark. Believe it or not, your customers have a natural aversion to images that are squished and pulled. They can tell if it is distorted even if it’s their first time seeing the logo. Additionally, it’s an indicator that you don’t take pride in your appearance, similar to wearing a stained tie out to dinner.

And now the riveting conclusion…

Your logo says a lot about your business. In many cases, it’s what folks see when they bump into your company for the first time. Mistakes like these can cost you customers and cash without you even knowing. Please don’t let that happen.

[note note_color=”#EFEBE3″ text_color=”#4e544e”]NOTE: Logos used on this page were found publicly (on-line) and are protected under Fair Use. They will be removed at the owners’ request.[/note]

Brian Parker
Comments: 2
  • Fred
    July 23, 2014 11:11 AM

    The top ten rules that people need to fit inside their head from the start.

    Nice compilation Typical Genius! 🙂

    • parkerb
      July 25, 2014 12:42 AM

      Thanks, Fred – I see these sorts of logos every day and know they’re chasing customers away. We live in a DIY (Do-It-Yourself) age and lots of people feel like they can save money by learning to use some software. Personally, I don’t know how to reshingle my roof, fix my plumbing or a broken hose in my car. I call a pro and rely on his experience to deliver the best solution. It always feels expensive, but it frees up my time to tackle other (money-making) endeavors and keeps me from having to pay to do the work twice!

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