5 Widely-Accepted Fallacies Of Logo Design And Usage

When it comes to logo design, most rules begin as simple guidelines. They are meant to help direct designers' efforts toward creating logos that are memorable and effective. To this end, they offer enormous value. Too often, however, these guidelines become inflexible rules. They are covered endlessly in design books and blogs to the point that many forget their original intent. Designers shape their processes to accommodate them rather than the other way around. The result is a hodgepodge of misleading notions about logo design.

This article will expose five common fallacies about logos that are too-readily accepted by designers and their clients. As you read through them, you may discover a few that strike a personal chord.

Borrowing seems innocuous on the surface. There are hundreds of thousands of unique designs, many of which have the same flair you want for your company's artwork. Borrowing a few elements is harmless, right? In reality, no. It is technically stealing, and can lead to legal issues if the owner of the original artwork owns the copyright.

Moreover, word spreads quickly online. An observer may stumble across your borrowed logo, and recognize the similarities between it and the original. Before long, blogs, tweets, and forums may come alive with chatter about the likeness. This can have a lasting impact on your company's brand.

While a $10 logo is generally worth $10, it is disingenuous to say a design that costs thousands of dollars is always worth the amount spent. There are a few issues at play. First, very few logo designs cost thousands of dollars without other elements being included in the package. For example, the designer may bring in a team that helps coordinate branding and positioning campaigns for the new design.

Second, as with cars, refrigerators, and high-end clothes, price is not always an accurate gauge of quality (or, in the case of logos, effectiveness). A $1,500 design is not necessarily twice as effective as a $750 design. Ultimately, the cost must be judged based on whether the business owner's goal has been met.

There is a tendency to become so invested in a single design that changing it down the road seems unthinkable. The problem is, logos eventually become dated. As they do, they become less relevant, and thus less effective. The longer your company exists, the greater the likelihood you'll need to update your artwork. This is the reason many of the world's most recognizable brands (Pepsi, Apple, and Starbucks, to name a few) have updated their designs through the years. Be willing to do the same, when necessary.

There are several reasons to design your logo with minimal detail. First, simple designs are easier to reproduce on small items, such as notepads, staplers, bumper stickers, decals, and pens. Second, a straightforward design promotes clarity in various media; a logo displayed online should look just as crisply as when it is printed on posters and stationary. Third, simple logo designs are usually easier to recall than more intricate artwork.

Yet, despite these advantages, there are times when simplicity can be abandoned for something more complex. For instance, if your company's image is focused around a mascot or similarly illustrative concept, detail may be important. Simple artwork is usually preferable, but not always appropriate.

A great logo design can never compensate for faulty products, non-responsive customer support, and myriad other failings. It can spearhead your brand, and help your customers instantly recall your company, but will not save your business if it is plagued by serious flaws. Make sure your company operates effectively on the inside. Then, let your logo lead the promotional charge on the outside.

It is important to understand the role of your company's logo, and recognize the "rules" that guide its design. It is equally important to abandon useless fallacies stemming from rules that have become inflexible.