A Logo arguably is one of the most vital elements of a brand. The future of a brand greatly depends on this little bit which is why making a design which portrays the brand and instantly conveys the message which the company is saying to prospective clients. Building a brand identity through this should always be pretty straightforward. Some people overcomplicate it, but the fact of the matter is that should be simple and eye-catchy.
It’s not a science
There are many companies which treat brand identity as a science, but that’s a wrong thing to go about. Yes, making a brand artwork is tough, but it should never be so technical; it’s all about creativity.
Most people are aware of GAP’s infamous logo way back in 2010, and that was a result of poor planning which resulted in the scrapping of the design immediately after its launch. Even world renowned companies like Yahoo received flak when they decided to rebrand their organization. So, it’s pretty clear that anyone make mistakes when it comes to branding. Yes sure, having theoretical knowledge is a must but at the end of the day, it all boils down to creativity.
Some of the most common mistakes made by designers are:
- Using raster instead of vectors: The internet is not just limited to PCs these days as gradually it has transcribed into the mobile generation. Using raster graphics is a big no because there are no pixelation issues involved in it. Many professionals still use raster graphics which can really hamper the scale of the graphics across several devices; they will get blurred if it is scaled for banners or billboards. The most practical option will be to use vector graphics as it can be scaled to any length with the fear of getting blurred.
- Following gimmicks: In the creative field, the scope for innovation is huge. Each and every day, people are coming up with new branding ideas, but that doesn’t mean that everyone has to follow the same trend. Remember, these “trends” won’t last forever, and they will soon be replaced by another. Precisely for this reason, the aim should be to create a brand identity which is timeless; which will still remain relevant ten years down the line.
- Experimenting with fonts: Many professionals take fonts for granted because they underestimate it’s importance in brand identity. This is one of the gravest mistakes one can make because the results of using inappropriate fonts can be fatal. For instance, if one is making a brand image of a doctor and he/she uses fonts like Comic Sans, it will look extremely out of context and light hearted. In this case, more formal kinds of fonts should be used to convey a sense of trust.
- Aping other brands: Whether it’s laziness or the lack of creativity, it can be tempting to imitate other successful brands. But it’s never a good thing. People will look the company in a manner which is riding on other’s success. This will hamper the credibility of the company.