I talked previously about why having a logo is important for your business strategy and what makes a good logo. When you start your business, many decisions have to be made; crucial ones that have an impact on how customers will view your company. A logo can carry the image of a company better than any sales team and it will always provide your audiences an idea as to what your brand, product and service are about.
A logo can not be considered secondary or unimportant in comparison to your strategy. This is not about making your bakery have the prettiest logo in the block. This is not just aesthetics. It’s survival.
So what makes a bad logo bad?
Bad logos frighten customers away. If you choose the wrong logo, accept anything out of Fiverr as your logo or recycle something that you’ve seen on Instagram, it can lead your brand into a negative situation. Bad logos can ruin your business before it can start.
Bad logos make you look unprofessional. I’ve been a designer for a few years but I’ve been a customer for my entire life and lemme tell you something, if your logo looks like it was done by Paint, I’m not soliciting your services. A bad logo will not only fail at transmitting the values that you want to convey but it does the complete opposite. Your bad logo will make anyone who considered paying you to not do so.
Bad logos are illegible. If it’s hard or almost impossible to read, it’s a failure. Quit or start over from scratch.
Bad logos are designed for you, not the client. It’s a logo, not your baby. No need for sentimental attachments to a particular iteration that you come up with. If you’re contracted to design a logo, do something that will benefit your client.
Bad logos use raster images. The world has changed since 1985. No need to explain further.
Bad logos don’t look unique. A problem that I am seeing a lot in this field is that everyone just looks references whatever they liked on social media or Behance. Be unique. Set your business apart from the others with a unique logo.
No one intentionally designs a logo or picks a logo that they know will mess with their business. It’s why graphic designers are important. We’re not just offering choice. We’re offering our guidance as to how to make the right choice. A good logo, as mentioned previously, is timeless, memorable and simple.