“Can we make the logo bigger?”

If you’ve ever spoken to a designer they’ll tell you that this is one of the most commonly requested and frustrating questions.

*And… breathe…*

Perhaps there’s another way.

We could indeed make the logo bigger, but why don’t we also look at making it right for you?

A logo is one part of your brand – and at no point should you forget that – but in this blog we’re going to look at logo design trends to avoid.

Why should you avoid these? Because if you don’t, they’re going to stop your brand from being the best it can be. Some of these things will make your brand look clunky, cheap, boring, and everything in between.

So here we go then… a long list of logo design trends to avoid. Let’s dive in…

3D logos

In short, this is a design trend that went out with baggy jeans and Oasis. I know, it’s a shame, but we have to move on. In the 90s and into the 2000s the 3D logo was a thing – a big thing. But because it’s “So 90’s” it’ll instantly date your brand if you go near it. So just don’t.

Embossed logos

Although these logos work well on workwear and other clothing, an embossed logo won’t look so good on your website and social media. A logo needs to work across the board – on all platforms – so choosing a logo with heavy gradients or drop shadows is to be avoided. This is now a big deal as your logo isn’t just for print, TV, or products like Coke in the 1950s. Your logo needs to work in many settings and on a variety of materials.

Fashionable fonts

Fonts can come in and out of fashion, and you need to be aware of this. Choosing something timely (in the mid-to-late 80s people were obsessed with Black Gothic) can be a good and bad thing. Fashions come and go and that’s the same with your logo.

Think how many times Amazon and Apple have updated their logos and the fonts that went with them. (By the way, the major brands often update their logos with small, simple, and elegant changes.) Choose a font that’s on trend now or go for one that’s from way way back (that isn’t 80’s, 90’s or 2000’s by the way) as it’s likely to be retro rather than trendy, and that could last a lot longer in terms of staying relevant.

Don’t over-complicate it – simplicity is best

Keep It Simple, Stupid (KISS) is a mantra to live by when it comes to design. Over-complicating your logo is a recipe for disaster. Go for a flat design as this works well across a multitude of platforms and places – and don’t overdo it on the number of colours used, either.

Don’t create a logo in six colours

Sure, you can have a palate for your brand guidelines, but you don’t need to use them all in your logo!

*And breathe again…*

A logo with lots of colours is a pain for print, looks crap on clothing, rubbish on your website, and when you consider email, social, banners and more it just makes things very hard to look good. Simplicity is best. Stick to 2-3 colours at most. There’s a reason most of the biggest brands in the world have just two colours in their logo. Less is most definitely more.

Colour contrast

You also need to make sure the design works in black and white. We recommend a light and dark variation. This will come in handy for email footers or landing pages where you need a lighter version of your logo. It’s also especially useful when your brand is used in partnership with another brand or placed somewhere where your original brand colours might clash.

Think about where your logo is going to be used

This. Is. HUGE! Please consider all of the places your logo will go. Then add possible future plans to the list. You may not have a fleet of vehicles yet, but what happens if you get them in 3 years’ time?

Here’s a little list to jog your memory:

• Websites
• Social media
• Email marketing
• Email footers
• Brochures
• Leaflets
• Business cards
• Roller banner
• Exhibition stand
• Vehicles
• Buildings
• Walls
• Floormats
• Mugs
• Magnets
• Case studies
• Portfolios
• Clients’ websites
• Clothing
• Accessories
• Expo giveaways
• Client gifts

… we could go on.

Think about your business, and then put all the places you use your logo into a list when you work with your branding agency and logo designer. It must work in all places. Sure, you can have some different versions, but this needs planning at the start before you consider the design and definitely before you sign it off!

Your logo must work in portrait and landscape

It’s a simple one this, but worth mentioning. Your logo will need to go in a lot of places as we’ve mentioned already. But remember that it’ll need to be visible and clear in landscape for events and online marketing banners, and in portrait on social media, apps etc. Even social media apps vary! Headings on LinkedIn are very different from Instagram posts in terms of sizes and therefore design. Create your logo with both in mind as who knows where you’ll need to put your logo in the future.

Think about font colours

Do the colours work on a website? Are they readable on business cards, uniforms, or leaflets? We often suggest avoiding yellow if you can as it looks awful on websites. And think about vehicle graphics and the vehicle colours you have.

It’s always best to build a list of where your logo will go and work back. Font colours are arguably more important than the logo as you’ll use them to convey important messages.

Font styles need to match the business

A font says something about you. It does. And not just to font geeks like us – to everyone. A Times Roman to one is a Sans Serif to another. And please… avoid Comic Sans unless your target audience is primary school children, OK?

However, if the business suits the font (such as serif) as they’re seen as traditional, then this works well too. Some brands will choose a traditional font as it gives them a look and feel of the past which in turn helps you to see their heritage and thus their expertise and trust.

Logos go places (if you let them!)

The biggest message from this blog is this:

A logo will appear in more places than you realise. Get thinking and writing down the places you’ll need your logo to perform.

Yes, we said perform. It’s time to stop ‘sticking your logo’ anywhere you need or want to. Design one that suits the places it’s put – and is going to be put – and help it generate you the right brand awareness… sales… and more.

Need help designing your next brand and logo? Some and say hello to the team. We’ll chat fonts and stylesheets over a cuppa. We’ll listen to your ideas and work together to create a logo that ticks all the boxes.