10 Logo Design Mistakes Designers to Avoid

Logo design trends change over time. What was once in vogue becomes prone to the danger of been seen outdated or irrelevant. Times change. People change. And so do their tastes.

This is why it’s important for marketers of today to know when it’s time to go for a change in corporate identity design. Staying relevant is key lest your brand becomes a running social media meme. Staying alive in the consciousness of your customers is easier said than done.

When undertaking a massive rebranding exercise that involves everything from logo design to branding strategy, here are some factors that designers should keep in mind, avoiding classic mistakes when it’s time for change:

1. What worked for you once, may not work again

When going for a rebranding (a new logo redesign), it’s important that your branding strategy is focused on staying relevant instead of clinging to history. With time, people’s expectations and personal preferences are influenced by the era they live in. This in turn means changes in target markets for your brand. If you want your brand to expand, then it is time to leave history behind. Adopt a new tone, new technology to re-position and revitalize your brand in today’s world.

2. A Brand is more than just a logo, corporate image and colors

Branding is not just about corporate identity design, it’s about everything. Its about how people perceive your business, how they grade you on quality and dependability, how they look and feel to potentially new customers and more. It’s about setting up the best customer care service, a robust and seamless communications network and more.

3. Don’t Jump without a Plan

You need to have a product branding and design strategy in place before you embark on a logo design exercise. Many companies in the midst of rebranding use a creative brief as a blueprint for other agencies that it hires to undertake its corporate identity efforts. This way everyone is onboard and focused on the rebranding efforts. A creative brief should contain clear and concise information about objectives, target markets, known parameters, stakeholders, budget and resources, time-frame, situation analysis and metrics that can make results measurable.

4. Going with Industry veterans only

The thing with hiring a branding consultant who has been in the industry for ages is that there might be a dearth of ideas. It might not always happen but someone who is privy to how the industry works will settle on doing things safely. This is why a fresh creative consultant may be the need of the hour as corporate identity can be crafted with a pair of fresh eyes.

5. Ignoring even the good aspects of your existing brand equity and goodwill

Sure your firm is in need for a new corporate identity. But being dismissive about brand equity when going for rebranding can mean suicide. After all, you have some established customers who can be alienated if the change is jarring. Unnecessary overhauls can do your brand more harm, such as lowering brand reputation. The right way to go with a new marketing strategy is to consider the needs and requirements of the target market first. Even a subtle change to your existing logo (like a fresh coat of paint) can work wonders. This way you can be old and new at the same time.

6. Not walking in the footsteps of your customers

When embarking on rebranding, it’s imperative to think like your customer. To do this, you can start by calling your firm’s very own helpline number, identifying the strengths and challenges that your customers face when opting for your products. Navigate your site, buy something and even return it. Make a list of things you learnt in your experience. Capitalize on your strengths and plug in any weaknesses as necessary. A good brand is only as good as its customer support and service level.

7. Don’t opt for just a superficial face-lift

Your brand is a symbol of trust and credibility. When redesigning your corporate identity design, it is imperative to make your brand story achieve believable and internal credibility. If your new designs don’t invoke this sense of belonging, then its time to go back to the drawing board.

8. Believing in the myth that rebranding costs a ton of money

This is a misnomer that undertaking branding has to cost a mint of money. The truth is that there are branding agencies that are oozing with talent and expertise both and that they can take care of your rebranding efforts while keeping you apprised of everything. University students or small firms can also give you great rebranding services. Good thinking can mean that you save big on rebranding costs.

9. Don’t forget the fundamentals

When going for a logo design or a complete corporate identity redesign, its best to stick with the basics. This means making it about the customers. Are they enjoying using your products and services? Can they buy them with relative ease? Is the after sales customer support helping them like they should be? Your brand should be able to engage the customer better as part of its rebranding efforts.

10. Relying solely on customer surveys and not their behavior

When making a logo design strategy, it is important to note that people don’t always do what they say. Customer behavior is hard to predict unless you are observing them with your wares. This kind of real observation can matter when you are embarking on a rebranding effort.

These are some of the common mistakes that people make when going for a new logo and rebranding. Hopefully with the solutions given here, firms can take greater care in making their new image matter to customers in every way. Better image, better products, better visibility and better customer service. Rebranding is more than just a pretty face.