This is why your logo sucks (and what to do about it)!

Your logo is your company’s first point of contact with the world.

It subconsciously informs a customer what you stand for and what to expect from you.

But most logos are not designed with this in mind at all. It doesn’t care about what the customer thinks.

Your logo sucks not because the design is poor…it sucks because it lies about you.

It tells your customer you are the same as everybody else in the market, even though you have invested in the latest technology, hired the finest talent available, and set systems to deliver the best.

It says you are cheap; despite the fact you have the highest quality product to offer in the market and deserve a premium on your product.

It warns the customer you are only interested in making quick profits, not building a long-term relationship with him.

It says a lot, without speaking a word. That’s what makes this a complex problem. Thankfully, there are warning signs.

5 warning signs you must watch out for (and what to do if your logo actually sucks)

Warning Sign #1: Your logo is the odd man out

Have you noticed that bank logos are mostly rectangles or squares?

Square shapes convey a sense of stability – an emotion particularly important for a bank.

All banks look alike.

On the other end, brands like Nike, Puma and Reebok have movement and energy to them, because that is what their customers seek from them. Excitement and risk, not stability.

Simply put, as cool and iconic as the Nike swoosh may be, we wouldn’t take it seriously if it was a bank.

Granted your logo must stand out, but it must do so within the boundaries of pre-set expectations of your customer.

Solution:

Make a list of well-known, big companies in your industry or industries like yours and see what their logos look like.

Use these logos as a benchmark to redesign your logo.

Warning Sign #2: Your logo has no instant recognition

Humans love recognizable shapes. We find them friendly.

Look at sci-fi alien movies for instance.

Aliens seem to have arms, legs, faces, and eyes, even though no one knows what an alien looks like. But having such human-like features helps the audience embrace the alien as a real being.

Here’s how big brands use this knowledge.

They use recognizable shapes. Look at brands like Starbucks, Airbnb or GAP you will see that the overall form is a simple recognizable shape. A circle, a square, a triangle.

These shapes are not created by accident, they are strategically chosen.

Simple recognizable shapes help the audience accept the logo easily. And in turn, accept your product easily.

If your logo has no describable shape as such, it is working against you.

Solution

Make your logo shape as simple as possible. A circle, square, rectangle, hexagon. Shapes that everyone knows and understands. Note that these shapes have their meaning, but better to keep it a ‘simple something’ than a ‘complicated nothing’.

You could also use forms of animals, fish, birds or trees to make the shape instantly recognizable.

The test is to have someone take one look at your logo and say that it is a leaf or a cloud within 3 seconds. If it is taking too long, please ask your designer to simplify it further.

Warning Sign #3: Your logo doesn’t fit anywhere

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This is a practical problem.

If your logo is too wide or too tall – it is very difficult to use it well.

For example – social media profile pictures are always circular. If your logo is too wide or too tall, the overall form must be squeezed to fit into the circle, totally ruining the readability of your logo.

Solution:

Ask your designer to adjust the name and symbol such that your logo fits in a 3:2 ratio rectangle. This is not a rule, but a great way to tackle your odd size problem.

If this is not possible difficult ask your designer to create a ‘stacked’ option for your logo. Basically, place text one on top of another, this saves space.

Warning Sign #4: Your logo is unreadable

The font for a logo must convey the right emotion and energy, but most importantly it must be readable.

Do not let fancy fonts excite you if your company’s name is not even readable.

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Share your logo with an 8-year-old and ask if she can read it easily. If not, then you have a problem.

Solution:

Use simple, clear, and readable fonts. Do the same to handwritten fonts as well.

Keep your logo at a distance and ask someone if they can read it, if not, use a simpler font.

Warning Sign #5: Your logo doesn’t have a team.

You cannot use your logo everywhere. This applies to all logos.

What you need then is a support system, or you can think of it as a team – a combination of colors, shapes, fonts, spacing, imagery, and alignments that are unique to your company or brand.

You need an identity that supports and complements your logo, without it being there.

If you do not have an identity. Your brand will never be unique.

Solution:

Identify 1 or 2 colors that represent your company, this can and should be borrowed from your logo. These will act as the primary colors for your company.

Select 3 to 4 secondary colors that complement the primary colors. These are known as secondary colors. Basically, helping you mix it up a bit.

Get your designer to create shapes and patterns using the logo.

Select 2 fonts that work well for your brand (Note: Use default system fonts for PowerPoint and Word.)

This is the most important step. Do not deviate from these colors, shapes and fonts. Use them everywhere possible. Consistency matters.

In Conclusion

Truth be told – many large company logos have all the signs above, but they are just too big to care about it.

You on the other hand don’t have the same luxury.

So, use the ideas I have shared and make your logo work harder than you.

Good luck!

Rita Kerdock – Owner / Graphic Designer