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Your Business Logo is Your Marketplace Identifier

Every business needs to have a logo, an easily recognizable identifier that customers come to associate with your products. Unfortunately, as critical as logos are, it’s not so easy to make a great one. A logo can make, or break, the way customers perceive your business. In fact, Finance Online reports that 60% of customers avoid a brand that have odd, attractive, or unappealing logos.

We’ve all witnessed it before, a logo that is just, well scary. You know the kind, cluttered, complicated, cliche. Some may say it’s classical, but really it just hasn’t been updated since before the invention of the internet. You or someone you know may be suffering from a scary logo if you answer YES to any of the following statements:

  • You’re afraid to show it to your customers
  • Your salespeople cringe every time they send proposals out
  • Your designer dies a little inside every time you create new marketing materials

We get it, logos can seem like a complicated design. It’s your business icon that needs to convey your product or service to customers, while also clearly distinguishing your business from the competition. As a top rated Chicago web design company we’ve seen our share of bad logos (they haunt us). We also know what it takes to create a great logo that customers don’t cringe at the sight of, and more importantly, will remember later on when they’re in the purchasing mindset.

There’s no need to fear an outdated or poorly designed logo because Idea Marketing Group is offering a FREE logo redesign service as a Halloween treat. We’re asking for your help nominating someone you know (or your own business) in our 1st ever Scary Logo Contest. Our top team of graphic design and marketing is going to choose one lucky winner to complete a total logo redesign.


The 7 Deadly Sins of Logo Design According to the Experts

In the meantime, our team of website marketing and graphic designers sat down to create a list of the “7 Deadly Sins of Logo Design.”

  • First on our list is Cluttered. These logos are just trying to convey too much information. And all this really does is cause cognitive dissonance and confusion for the customers. We tend to keep in mind the KISS strategy, keep it simple stupid. Too much going on is too much to understand.
  • What you should strive for is a Clear logo design. These logos convey only the necessary information, so visitors immediately “get it” and have a visceral feeling for what to expect from the brand and products.
  • Second is Complicated. You’ll notice these logos are stuffed with fluff and noise – fonts, colors, and clipart… Oh my. While we love to see creative and unique designs, it also shouldn’t look like a collage of photoshop throw-up.
  • What we recommend is keeping it Clean. Remember that with logo design, less is more. When we design a logo we make use of negative space. This style gives you versatility and is easily replicable on all platforms and materials (from t-shirts to business cards, billboards). When there’s less going on with your logo, there’s less that can go wrong.
Lyft logo example of clean logo design in Idea Marketing Group Logo design blog
Logos like Lyft and Uber are recognizable for their simplicity and clean design
  • This one should be a given but a Constantly Changing logo is a big no-no. Inconsistency from one platform to the next is confusing for customers and hurts your brand.
  • Instead, keep your logo Consistent across platforms. The visual experience does not change from one platform to the next. In this way, there is no violation of the expectations of your customers whether it’s your website, social media, signage, brochures, or business cards.
  • Next is Crude. These logos only convey a fragment of what you do, and the value you provide to your customers. Crude logos dont do anyone any favors.
  • What you should aim for is a Cohesive logo. A complete visual representation of your brand. This kind of logo ties everything together in a functional way. When your logo works well togetherl, your customers will take notice.
  • Another common logo sin is a design that’s Common Place. A logo suffering from this does not speak to or attract your ideal client. They either ignore it (or worse, it repels your target audience).
  • What you want to aim for is a logo design that is Compelling. These types of logos appeal to the target audience you want to attract and will truly resonate with them. Having a logo that connects with your customers is essential in today’s marketplace.
  • Another common sin we see are logos that appear Cliche. Using fonts and styles that quickly become a passing fad result in a short usable lifetime for your logo before you need to redesign. When your logo looks outdated, your customers will likely think your products or service are too.
  • Businesses should strive to have a logo that is Constant. A logo that stands the test of time (even as your brand and business evolve). A timeless logo is easily recognized and remembered by potential customers. Even if at some point you want a refresh for your logo it can be updated with small tweaks and fixes to something that is still distinctly recognizable, if it avoids the 7 deadly sins of logo design. Think Coca-Cola over the years.
Coca Cola logo example for Idea Marketing Group Logo Design blog
Over the last century the Coca-Cola Logo has changed very little
  • The final logo sin on our list is Cheap. A cheap logo doesn’t accurately represent the value that you provide, and you certainly don’t want customers viewing your business as cheap.
  • You want to create a logo that’s Complimentary to your brand. Use colors and fonts that would best represent your brand and target audience. When designing we focus on the feeling you want customers to have when seeing your logo.

That concludes our list of the “7 Deadly Sins of Logo Design.” We hope these best practices help you when considering your next logo design, or give you something to about with your current logo. By following these guidelines you can be sure to improve your logo and brand awareness.


Win a Free New Logo!

If you’ve read this and feel that your logo, or the logo of someone you know, may have some of these logo sins, don’t worry! Participate in Idea Marketing Group’s first ever, Scary Logo Contest. Submit a business with their logo and the winner will receive a FREE logo redesign from the expert team at Idea. Even if your submission doesn’t win, participants will also receive a complimentary website review with one of our top web developers.

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At Idea, we’re a marketing agency known for web design and development. Since 2009, we’ve built hundreds of websites and managed marketing campaigns reaching millions of people for top brands and businesses throughout the nation. Services include branding, strategy, UI/UX design, content marketing, search engine optimization, website support, and digital advertising. Everything a website needs to dominate in search rankings. We’re consistently rated as a top web design agency by Clutch.co.