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Proving yet again that large agencies don’t always produce the best work. Badly written briefs often leads to poor work, which may be the reason for these logo flops. But for a top agency charging premium rates, that is just inexcusable. Here is a countdown of the 5 of the worst logo redesigns from last year.
No 5: Best Western
US hotel chain Best Western hired MiresBall to transform its dated but recognisable logo. The result is an uninspired, sterile logo that is highly derivative of Procter and Gamble’s latest mark.
No. 4: Lenovo
Lenovo is a fast growing Chinese tech company that had $1.1 billion in operating income in 2015. Saatchi and Saatchi were given the reigns to create a makeover worthy of a major global tech enterprise. The result is rather underwhelming and probably more fitting of a home appliance brand.
No 3: Daimler
Mercedes’ parent company Daimler AG commissioned the agency Realgestalt to evolve their logo with a clean and sleek silver. When applied to printed material the silver looks fitting of premium brand, but the digital application uses a faux-metallic gradient that looks cheap and amateurish. The agency obviously didn’t think holistically about where the new logo would “live.”
No 2: TBS
TBS commissioned a designer from the agency Webster to execute the youth oriented look they were going for. The result is a logo that is just trying too hard. It seems a mismatch to the feel of the network, which is known for sitcoms and Conan O’Brien.
No 1: Merck
German company Merck KGaA, former parent company of the American pharma giant Merck & Co., is the oldest pharmaceutical company in the world. FutureBrand were hired to create this bizarre and off-brand monstrosity. I’m sure there was a rationale behind it, but hell if I know what it was? This has to be, hands down, the worst logo redesign of last year. What makes it worse is the awkward unbalanced typography has been extended to a headline font which is used on collateral and signage.
This is an expression of a looking forwards to the 21st century by looking back to the 1990’s.
The supporting identity is where interesting shapes and colours hold the look together. It’s a bold attempt but lacks control and finesse.
Of course, there is a fine line between success and failure, but make no mistake, this is a catastrophic failure.
The art and science of logo design is continuously changing as businesses can now engage consumers in an increasing number of digital channels. The frequency of engagement is increasing at a rapid rate, while the quality of engagement has become more inclusive, more personal.
Considering everything else that is happening, the way in which business logos are designed is changing as well. The “rules” that worked before the turn of the century no longer count today. In fact, what has held true for the last five years no longer has the same authority. The art and science of logo design is changing as fast as the “opportunity to engage consumers” grows. And again, this “opportunity,” is changing as fast as technology develops.
Fortunately, there are many people who have dedicated themselves to closely studying these changes, establishing patterns and forecasting trends in logo design. Bill Gardner of the LogoLounge (read the interview here) remains one of the most credible sources for such forecasts. His observant eye and attention to detail, as well as his innate “radar” to detect design approaches fast becoming “trends”, is what sets him apart from the other forecasters.
So what will logo design be like in coming months, or in the near future? Here are six logo design trends that are forecast to strong in 2016.
2016 Logo Design Forecast 1: Flat
Flat designs will continue to dominate and not because they look clean and forthright, but because they register well in any browsing device, especially due to SVG. They load a lot faster too. Patterns, textures, shadows, gradients will give way to simpler lines and colours. These register better in print or online, in black, grey or colour, and on any browsing device. Companies will lessen or simplify their design elements making them easily identifiable, almost iconic.
2016 Logo Design Forecast 2: Handmade
Handmade logos speak of honesty. They somehow convey an effort to be intimate or personal. This trend has been slowly gaining ground for several years now. It is not something new. A small sketch of an arrow, or one or two scribbled letters prominently combined with some other design elements have been evident in a growing number of company logos. Some look like “hybrids.” They’re the ones that don’t look “truly” handmade but they don’t feel digital either. Such designs suggest the idea of being handmade and yes, they also do seem to register the same charm, though not on the same level.
Handmade elements and font sets, or a suggestion of such, will be more evident in logo design as the year progresses. Bespoke font sets will be a valuable design asset.
Dynamic logos, kinetic logos or logos that change-but-remain-the-same will find greater appeal. Perhaps because the style offers freshness, or it could be because the decision of what is attractive becomes even more personal, while the need to connect to as many people as possible becomes the priority.
It has also become a great way of breaking down information and communicating it in “byte-sized” pieces.
This type of logo has the ability to make consumers unconsciously aware of the direction and diversification the company and brand is pursuing in real-time. The danger lies when the “kinetic” change does not “rhyme” with the core values the company has effectively communicated and has established for itself.
Think of the daily changes in the Google Doodle and you will get the idea of how this growing trend both fascinates the consumer and answers the need to present something fresh on a regular basis.
2016 Logo Design Forecast 4: Negative Space
Negative space will continue to amaze. A design is something you see first, but then it speaks to you and you understand what it is saying. That is what makes a design work. If it is able to convey more than this, and the consumer is able to pick up on a deeper message, it becomes much more special. This is why negative space will continue to lure many to explore its strengths.
The ability to communicate “more” to the consumer without adding extra elements is a challenge to a designer. To the public, it’s a welcome visual “egg hunt.”
2016 Logo Design Forecast 5: Letterstacking
Letterstacking will continue to hold ground. This trend has been around for quite a while but is it not losing popularity. Perhaps it is because it draws in the consumer and challenges them to make sense out of it.
There’s a nagging suspicion that our tendency to break down things and discover how we can rearrange them better is not the reason for this continuing trend. It may be because it offers a creative solution for logo designers to be able to present long “text” in visual bytes. It offers them a creative way to break down long messages. Whatever the reason may be, the style seems to work and has gained a foothold in logo design.
2016 Logo Design Forecast 6: MonoLines
Thin Lines/Mono Weight will present itself as “the fresh, clean look”. This is the use of a line, unchanging in thickness, to design and compose the entire logo in something akin to “wire”. At first glance, this logo design style seems to run against the idea of “simplification” because of the “intricacy” of the execution.
A deeper look, however, will result in an appreciation of its ability to present something clean, clear and outrightly “honest”, with a hint of craft (handmade). This makes it more in line with the above mentioned forecasts rather than against them.
True, it offers so much, and yet, the clean thin lines do strike you with an “honesty” that is quite refreshing. It presents a welcome break from seeing so many gradients and colours in the last few months, if not years. The use of thin lines, or lines with a consistent thickness in mono scripts, mono icons and mono crests, is a lively progression of just how strong this design style has been growing over the past few years.
Trends for Toppings
The frequent and more personal interaction between brands and their markets has resulted in greater challenges on the part of the companies behind them to continuously and effectively communicate their messages uniquely and creatively.
Changes in the design of logos are common. As the company grows, as its interests diversify, as its personality and values change, so too must its logo. It is for that purpose it was created – to visually communicate the company and its values.
Trends are like the sprinkles you put on top of an ice cream sundae. You already know how your ice cream will taste like because you picked the flavour. You can opt to add sprinkles. These will make it more exciting to the eye and probably add a bit of texture or crunch, but they will not change the flavor of your ice cream. If your ice cream is Vanilla, it will still taste of Vanilla. If it’s Rocky Road, it will still have the chocolate flavour and the nuts. Adding sprinkles on top does not change the ice cream. It will simply make consuming it a bit more “interesting”.
That is how it is with trends. They can add a touch of visual excitement, of freshness, or “now” in your logo. It must still have something to say. Something about the company that must ring true. Adding a trendy design element is like topping your ice cream with sprinkles. It simply won’t make a difference if you happen to choose a flavour you don’t like. It’s the same with design trends. Adding something trendy to your logo will not help if your logo is poorly designed, if the message your logo must convey is not well communicated or understood, or simply and sadly, does not exist.
But wouldn’t it be great though, if you could have the perfect ice cream flavour and have everything on it?!
Web designer folk often discuss new year web trend predictions but what about logo trends? As the saying goes, ‘the devil is in the details’ and even seemingly small changes to your logo can make a big impact on the growth of your brand.
While few of these forecasted trends are entirely new, here are 5 specific looks that we’re already seeing more of in 2016.
Last year we started seeing line art take shape thanks to designers still embracing flat design and it looks like that will be carrying over to logo design.
Monoline logos are exactly how they sound. They are logos crafted from a single line that doesn’t deviate in weight – it looks like it could be fabricated from a single strand of wire. The monoline provides a stripped down, bare bones look while giving a nod to the popular iconography of the web.
Single line work is usually monotone too, so it gives your design a crisp, artisanal look without the clutter. The monoline lends itself beautifully to helping you create intricate design work that can really make your brand pop yet remain legible.
Of course, the monoline isn’t for everyone, some niches can work this look in better than some. There are always limitations to how small you are able to scale these fine-lined designs. The piece above is not going to work on a button.
I’ve noticed the food and beverage trade and small boutiques and salons adopting this look, but it’s versatile enough to fit a much wider market.
As the 100-year old design above attests, creating your logo as a wordmark is nothing new. Besides Coca-Cola, notable examples include CNN, McDonalds, and Disney.
Los Angeles Rams wordmark – Unveiled January 2016.
Wordmarks are typographical in design that works as a visual symbol for your brand. They are minimalistic by nature but are typically creative when it comes to placement, type shape, color and other design factors.
The great thing about wordmarks is that even if every single company decides to adopt the trend, each look will be uniquely different as they are designed to present a visual identity.
Compared to traditional graphical logos, the wordmark can help increase brand recall by keeping the design content within the text. This reduction in focal points diminishes the chances of clutter.
The wordmark can be used for most niches but it requires a lot of thought and creativity to pull off due to its type only format. If the above-mentioned examples are anything to go off of, the wordmark is virtually timeless.
Negative Space: Don’t be Afraid to be Negative
The use of negative space has been in trend for some years now especially when it comes to web design as a whole so it isn’t a surprise that it is in trend for logos.
Using negative space in design helps establish balance and sets harmony between your used elements which is especially helpful in logos that use multiple shapes and type. Negative space adds “more” to your design even though you are actually using less.
It can also help create cool optical illusions.The experienced designer can use negative space to not only keep their logo clean but also to design a memorable look that can set their brand apart from the next guy.
Like wordmarks, your brand doesn’t really matter when it comes to utilizing the negative space trend. It is all about your creativity and willingness to experiment that will make this trend work for you.
For 2016’s web design trends, duotones was on the list and is now crossing over to this year’s logos, even though we have seen some popular companies already do this.
Originally dual coloring was predominately seen used on sites that featured large photographic backgrounds but that soon moved over to colorful branding identities. Using two colors allows you to really let your logo “speak” for you and with bold colors being in trend now there is no better time to try your hand at dual coloring your logos.
While your logo design will play a factor, keeping your logo at two colors will keep it from getting too busy. Targeted markets will be able to identify with the design quicker, plus the unique look is a nice refresher compared to monotone logos.
Aside from the color limit there really isn’t a real downside to dual coloring as far as your brand is concerned. Businesses that have compound names or even have a logo composed of two shapes can really take advantage of this trend.
With this year seemingly focusing on more unique and authentic designs for a better user experience, it comes to no shock that logos will also be hit with this as well.
Yes, technically logos are sketched out in concept but instead of going for the sleek, clean sophisticated end result, designers will be embracing a more playful dynamic and with reason. The handmade or hand-drawn look makes your designs seem more personable which is always a good thing.
There are lots of options as far as how you want your logo to look. You can go for a rough illustration with jagged edges. Perhaps whimsical soft lines – like the ‘Robin’s Nest’ example above – or variable brushstrokes are also some other options that you might want to consider. You can even experiment with mono coloring, dual coloring or add multiple colors along with textures for a creative final look.
Paperbridge logo by Goran Vujinovic
Opting for the handmade look can potentially give your brand some flare with a quasi-vintage look without going overboard with the bells and whistles we often attribute with digital art.
The Handmade approach has the ability to create a strongly masculine or feminine aesthetic depending on how you draw them out which makes it an accessible option for experimenting designers. There is also the bonus of being able to implement more than one trend with your handmade logo allowing it to look artistically intentional instead of too busy.
The handmade look needs to be used with some discretion. It is best suited for those more artistic fields and blogs. Formal businesses may want to stay away from this trend to avoid brand miscommunication with their targeted audience.
The Wrap Up
Of course, sometimes the best way to get a memorable design is to take the hottest design trends and then do the exact opposite. Even then, it’s important to understand what is ‘on-trend’ first, and today I have presented you five options that I’m seeing more and more consistently.
If you are in the process of updating your logo or even designing a new one for yourself or a client you may want to take one of these (or mix them up) for a spin. Who knows what you might create as the possibilities are endless.
Do you have a favorite logo trend for this year? Will be using any of these or another one?
First impressions are everything, especially for a startup business. With a split second to grab viewers attention, your logo can make or break your business. Do not have the business with excellent products or services no one will see because of poor design.
I want to help you make that great first impression. Better yet, how to not make the wrong impression. Design a great logo and look out for the common logo design mistakes.
1. No Research
Just looking at a logo, it may appear it was put together quick and easy, which is far from the truth. Before even touching a computer, hours of research should be the first step. Without research, the design may not connect with the desired audience. It is very tempting to get the idea you have on the computer. Slow down a little and create a design brief.
2. Designed By An Amateur
A lot of start-ups have a limited budget for branding. I totally get it. Business owners are turning to crowdsourcing sites or hiring a low-cost amateur.
The old saying “You get what you pay for” definitely applies when it comes to your logo. A large number of armature designs are stolen or designed poorly. Try to stay clear of Fiverr and crowdsourcing websites.
3. Designing in a Bubble
I often heard this phrase in design school. “Do not design in a bubble” which simply means, do not try to create the design all by yourself. You need fresh eyes on the logo. When you are the only one looking at the work there could be some things you do not see. It is always nice to have an unbias opinion.
4. Its Too Complicated
You like all of the bells and the whistles, so you try to cram them all into one logo. Major no no! Do not get caught up in all of the pretty elements. In reality, some of the best logos are simplistic such as; Nike, Fedex, and Apple.
5. Using Stock Art
Logos are supposed to be memorable and tailored to your business. Stock art will make your logo look very generic and similar to many others. If you purchased the stock art, who’s to say one hundred other people did not buy the same artwork.
6. Poor Font Choice
Font families and styles carry a unique personality. Pairing an elegant script font with a sports brand can cause a major disconnect. The best way to choose a great font for a logo is understanding the psychology of font.
There are great websites to purchase professional fonts such as; MyFonts, Font Squirrel, and Creative Market.
7. Designs Based on Personal Preference
“I really like this shade of pink” << Not an acceptable reason to choose a color, unless you are designing for only yourself. Basing decisions on personal preference will get you nowhere. What does your audience want? What make sense for the brand?
8. Too Literal
Choosing a burger icon for a burger bar or house for a real estate company are obvious solutions. I am sure these images are the first things that pop into your head. An excellent example of why you must brainstorm and push the thought processes. The logo will blend in with the rest of the burger joints.
9. Relying on Effects
If a logo needs to have gradients, drop shadows, or other effects, you have a big problem. A strong logo stands alone without all of the bells and whistles. One practice many designers uses when designing a logo is creating in black and white. If the logo has a strong appearance in black and white, then you are on to something.
10. Poor Color Choice
Color evokes a reaction and emotion. Have you ever notice the number of restaurants using the color red? One of the characteristics of red is encouraging an appetite. The color of your logo says a lot about your brand.
11. Not Receiving Proper Feedback
If you have a medical question, chances are you are going to consult with some in the medical field. The same applies with your logo. For the most useful feedback, be sure a professional designer is one of the people you are consulting with before releasing the logo.
Posting your logo randomly on social media waiting for that one person to give you a green light is not beneficial.
12. Using Raster Images
Have you ever seen an image with a pixelated look? Not very appealing. A raster image consists of pixels which are typical designing in Photoshop. Industry standard programs for logo design are Adobe Illustrator or Corel Draw, which are vector software. Vector software uses points instead of pixels which make a very noticeable difference.
13. Not Versatile
Your logo looks good on the computer but not printed on a sign. Big problem! Your logo needs to have the ability to hold its integrity at all times. A solution to this issue is to create logo variations for different situations. Be aware of how the logo behaves in different elements and make adjustments accordingly.
14. Too Many Fonts
Use no more than two fonts in a logo design. Keep it straightforward and clean. Overloading on font can cause confusion and a loss of interest.
15. Copying Others
Copying is becoming very common in the design industry. With search engines at our fingertips, it is very easy to find an image, save, and try to pass the design off as our own. Now instead of having a unique logo, your brand looks identical to another.
Logo design trends are important for web designers to stay on top. After all, maintaining this knowledge ensures your portfolio remains relevant and up-to-date. These trends are also something you need to pay attention to if you wants to wow every client that requests your services. And since logos help brands tell their stories in the simplest visual way possible, this is pretty vital.
Every client has a different set of tastes, and every project requires a different style. Knowing what styles are in and what styles are working–as well as having the skills to utilize those styles–are all things you can use to keep your designs ahead of the pack.
It’s also important to remind yourself of the way businesses use logos in the digital era as you approach the design process. Customer reach is achieved through social media and other digital channels, which are places where a recognizable logo from a reputable brand can catch someone’s attention in an instant. This, too, is pretty important.
We hope this list helps you design beautiful, eye-catching logos throughout 2016. We’re offering up plenty of inspiration and maybe even a heads up on a few styles you may not be aware of. Some of these trends aren’t new, but they’re definitely relevant.
This style isn’t new but it’s definitely a hot trend. The more companies that use this style, the more others will take notice and be influenced to use it in their logos.
A few major examples include the logos for such brands as IHOP, Microsoft, Windows, and Netflix. All of these brands had bold, 3-D logos in the 2000s as those were the styles that were trending at the time. However, as flat styles began to hit the world of web design, these companies took advantage of the trend by creating simple designs that portray the brands in a fresh, minimal way.
Style isn’t the only reason this type of design became a trend. Its simplicity allows these types of logos to scale well, making them compatible with numerous browsers and mobile devices. This is especially important as the entire world of web design is in the middle of an epic shift to responsive and mobile design in an attempt to improve compatibility with smartphones and tablets.
2. UI-Friendly Typography
More and more people are choosing mobile devices over desktops/laptops these days. This is increasingly the case every year and brands are finally beginning to take notice. More and more brands will redesign their logos with sans-serif typefaces that scale well and look great no matter what size screen they’re on.
One major example of this is Google’s recent font change in September 2015. The company had been using a serif font since 1999 but switched to a sans-serif font designed by its own team of web designers to modernize its font in a way that makes it scalable at any size.
The company tested the font at many sizes and designed and redesigned as many times as they needed to reach the right size and spacing. It also created an animated version featuring four dots in Google’s colors that’s meant to be used for transitions in Google apps and products as well as a compact “G” version.
Minimalism isn’t new. It’s been gaining traction in every area of design throughout the last few years, from interior design to web design. It became a hit in site designs beginning in 2014 and its continued relevance makes it a hot choice for logos this year.
Minimalism emphasizes flat designs that use as few colors as possible in an attempt to influence where a potential customer or site visitor focuses his attention.
In e-commerce, this might mean designing your site against a white background with your homepage featuring nothing but a plain black text version of your logo, a transparent navigation menu featuring black text, and stunning images of your products displayed as a gallery. This cuts out prices, product titles, product descriptions, sidebars and any other objects that may draw customer attention away from what really matters — your products.
This works the same with logos. By using this simple style, you can create a straight-to-the-point design that cuts down on clutter to draw potential customers’ attention right where they need to be, which is–of course–your client’s brand and overall message.
Yep. This 2015 design trend is here to stay, and it’s even made its way into logos. Monolines get their name due to the single, thin lines that comprise their designs. This line is typically the same thickness throughout the logo, and the logo is most often one solid color. That color is usually black.
You’ll typically find this logo being used in the coffee and food industries. They’re simple, but they contain some type of graphic that makes them playful as well. While these logos are often accompanied by a graphic, they can appear without them as well.
The digital era is in full swing, but many still love the look and appeal of hand-drawn fonts and logos. That’s why this hand-drawn style is likely to remain a trend in 2016.It relies on semi-connected and connected script fonts in combination with cute, cartoonish graphics to portray a more personal feeling.
This is most useful for brands that don’t require the serious sophistication of many minimalist styles and instead prefer to use a lighter approach when it comes to branding. This style also allows designers to add more color to their logos, creating freer tones in designs.
6. Negative Space
This isn’t a new trend, but it’s picking back up in 2016. A negative space design uses what’s typically unused white space and incorporates it into a logo as a “subliminal message.” A popular example of this is the NBC logo. This logo features a peacock spreading its feathers, displayed as vibrant colors. NBC adopted a peacock logo in 1956 to advertise its use of color programming, which was still new at the time. A variation of the logo we know now was adopted in 1979.
7. Stacked Text
Web designers like to use plain text with one solid color in minimalist designs, but some find this approach tired and overused. So, they make a compromise by stacking the text vertically in a way that may catch your eye much more effectively than horizontal text.
This design can also be paired with horizontal text to create more style possibilities while still relying on one primary style. It’s a new and simple approach to an already simple design. Again, it’s nothing new, but it’s still a contender for our list of logo design trends of 2016 because it continues to be relevant.
This style began appearing a few years back but picked up in 2015 and will definitely continue 2016. It combines the flat styles of today with the shapes and styles that appeared in older logos. It’s a fresh take on a traditional style, which can always be a great way to combine things you already know and turn them into something no else has seen.
The best part about these types of logo design trends is how striking their appearances can be when you see them for the first time. They may not look as sleek as the minimalist styles do, but they certainly get the job done when it comes capturing a customer’s attention and portraying everything a brand represents, especially when that means portraying a brand’s silly personality!
9. Mixing Things Up
This one kind of relates to the stacked text style. It uses varying fonts to create contrast within a text-based logo, which is similar to how you would place black text against a white background. Like the stacked text style, it’s a great way to use the basic styles you were already using and spruce things up a bit.
How you mix the fonts up can be done in various ways. You can use a different font for each word. You can use a different font for certain letters in a word, such as the “o’s” in Moot if that was my brand name. The only thing that remains the same with each variation of this style is that whichever way you choose to mix things up, one font is always in plain format while the other one is a little more fun and vibrant.
This is one of those decades-old styles that has probably appeared on many lists of logo design trends, perhaps even in print. But it’s been used by more and more companies in recent years, which has earned it a spot in this logo design trends list. What is a dynamic logo exactly? In basic terms, it’s a logo that changes regularly but remains the same in some way so you can always identify the brand.
A great example of this logo can be found at USA TODAY. The company keeps the same logo and with primary brand name and a circle for each different branch of its network, but changes the sub-text and color to identify these sub-categories will still making it recognizable as a part of USA TODAY.
What is the Recurring Theme?
With Google’s Material design, the matured form of flat design, set to become a top web design trend in 2016, flat designs are set to be a recurring theme in logos this year. Almost all logos will have some form of flat design, whether it be true flat or variations similar to Google’s Material design. It may even be Flat 2.0, a variation of flat design that features subtle shadows.
Flat designs have a simplicity that allow simple colors and shapes to become bold and vibrant. These styles can be transferred over to logos easily to create striking brand identities using very few elements. Many companies transferred over to simple, flat logo designs in 2015, and this will continue in 2016.
Logo Design Trends of 2016 – Final Thoughts
Winning a consumer over with a well-designed logo may be one of the most strategic moves a brand makes in the modern era. Consumers have more distractions now than ever, making it increasingly hard for brands to get noticed, especially as online business continues to grow. But with a solid grasp on the logo trends, you’re certain to get a leg up on the competition.
What are your picks for logo design trends of 2016? Let us know in the comments!
Article thumbnail image by piickz / shutterstock.com
Being the number one most visited site in the world, Google is used by us multiple times a day. Whether you are searching for something new, or just looking up a website Google always gets the job done. To spice things up Google has hired a doodle designer that just designs Google logos for special occasions, holidays, and birthdays. They also have a Doodle for Google contest every year, this is where kids from around the country(kindergarten and all the way up to 12-k) design a logo. All logos get looked over and the winner receives a trip to google and scholarship money.
Now that you got a little background on the Google Logo, we would like to present to you this amazing roundup of some of the best Google logo’s we have ever seen. We have searched through all the logos designed from 1999-2010 and found the best. This collection includes famous birthdays, holidays, events, and Doogle for Google winner logos.
We have seen many companies change their logos this year. We have covered many of these changes. While some of these changes were flashy and blingy some of them were minimal and subtle. Changes we did not notice at all. It takes a keen eye to notice such changes. People think that changing a logo is all great but it is an important step for a company. The brand want to change the logo but the new logo needs to be recognizable and needs to have an association with the brand. That is why so much thought goes into a logo design change. Here are some biggest logo changes of 2015.
These logos belong to big players in the market. Great minds work on their logos and special team of business creatives gather around to create the next best thing. A logo that people will remember, a logo that the customer will associate the brand with. A logo that screams the brand’s name and makes it easier to recall. Brands try to achieve top of the mind recognition with the customer so that it encourages impulse buying.
A logo is not something to be taken lightly. It has the power to make or break a brand. There have been some clever logo ideas in the past and some terrible ones that did not go through with the consumers and critics. Design critics have had their fair share of criticizing logos. Check out these corporate logo changes and decide for yourself whether the change was better or worse.
BEST WESTERN LOGO CHANGE
COORS LIGHT LOGO CHANGE
ELECTROLUX LOGO CHANGE
EMERALD LOGO CHANGE
FACEBOOK LOGO CHANGE
GOOGLE LOGO CHANGE
HONEST TEA LOGO CHANGE
IHOP LOGO CHANGE
KFC LOGO CHANGE
LENOVO LOGO CHANGE
LOGITECH LOGO CHANGE
MR. COFFEE LOGO CHANGE
DAILYMOTION LOGO CHANGE
SPOTIFY LOGO CHANGE
TRANSUNION LOGO CHANGE
UFC LOGO CHANGE
VERIZON LOGO CHANGE
In this article we covered 20 Biggest Logo Changes of 2015. How many did you notice? Im sure you might have missed out a few of them but that is not your fault. They are designed to be subtle and go unnoticed.
Although we don’t like to admit it later on in our careers, when we start making our way as designers, we make a lot of mistakes. Once you’re working in a creative agency you quickly learn that there are a lot of things you should not do.
Here I’ve compiled a list of common design mistakes for you to be aware of. Although I’ve committed most of these crimes myself, I have learned from them and hopefully they can help you too…
01. Not understanding the brief
Without a clear idea of what the client wants you can end up making matters complicated for yourself. A lot of time can be wasted procrastinating, or working up design ideas that may not be relevant to the client’s needs.
Instead, you need to read and understand the brief carefully from the start, make notes, brainstorm and try to keep in contact with the client to ensure that what you are working up is heading in the right direction.
02. Using the wrong typography
There are lots of places to download free fonts but be aware of the potential pitfalls in terms of legalities and usage rights, which may leave you having to restart your work with a new font. If you’re doing professional work, don’t shy away from the idea of paying for professional fonts. Try to stretch your budget using font foundries such as hypefortype.com.
As well as deciding where to get your fonts from, your typography choices are equally important. It’s not just amateurs who fall foul of this – for example, the movie Avatar was criticised for its title face, which looked very similar to the terribly overused system font Papyrus. Obviously Avatar had a few other things going for it that helped it rise above criticism of its typography, but your project may not be so blessed!
03. Font overload
Having a clear, formatted design is crucial and so it’s important not to use too many different fonts within a piece. You want your type to look consistent so don’t confuse the viewer by layering your page with lots of varied typefaces.
As a general rule, try to stick to two different fonts and use the different font weights to differentiate and highlight areas. And you can buy the design above as a poster or fridge magnet to remind you at Zazzle.
04. Using too many stock images
Stock imagery can be very helpful to a designer, especially when you can’t afford to hire a professional photographer. However, certain stock photographs seems to do the design circuit, especially within digital art, and can become overly familiar.
Try to avoid using stock model images as a central focus for your work because if you think it’s a good photograph then it’s more than likely others will too. It would be a shame if you produced a beautiful design only to find someone is using the same image in another design, taking the shine and originality off yours.
05. Not saving files correctly
Knowing how to set up your files correctly from the start is vitally important. There are many things to consider depending on the output of the work.
Print work is generally set up as CMYK and at 300dpi, whereas work for the web should be RGB (resolution will depend on your client’s needs regarding mobile, Retina etc). Remember to consider bleed, trim and safety areas. Before sending to print, think about your file formats, outlining fonts and colour profiles.
This may all seem like a lot to take in but learning these processes will save you time in the long run, ensuring your work is reproduced correctly and keeping the client happy.
06. Failing to proof read
Using the spellchecker is great for finding misspelled words within your work but it won’t catch correctly spelt words in the wrong context. For example, one of the most common mistakes is to confuse “your” and “you’re”, but spellcheck won’t be able to help you with that. This is just one reason why you must always proof read every piece of your work (and ideally, get others to check it too).
07. Working destructively
‘Working destructively’ means making permanent adjustments to the pixels within your projects without being able to go back and re-edit things later.
To avoid this situation, try using layer masks instead of the eraser tool. Become comfortable using smart objects rather than rasterized layers and make use of adjustments layers. And try to ignore the standard adjustments from the image drop down menu in the toolbar.
08. Not handing over properly to other designers
There are rules when it comes to creating, sharing and handing over Photoshop files. Follow them and colleagues will love you. Disobey them and invite their wrath! Find out what they are in our article The 10 laws of Photoshop etiquette.
09. Failing to checklist
Once you’ve finished your design, it’s good practice to run through a checklist and get someone else to look over your work. A second pair of eyes will often spot something you may have missed, especially if you’ve been working on a project for a while.
For instance, take the latest WeightWatchers redesign by Pentagram. The new logo has attracted ridicule and derision from some quarters because of the four letters that glaringly jump out in the middle of the word. I’ll leave you to take a look and work out what I’m talking about.
10. Not considering context
Whether you’re designing an icon, a logo or any other design element, these days you’ll need to make sure it’s transferrable across a range of different mediums – both analogue and digital. So you’ll have to make sure that the colours, size and overall design will work on printed materials such as signs and T-shirts, as well as across various technology touchpoints such as desktop computers, mobile devices and more.
11. Copying other people’s designs
Originality is key as a designer, and plagiarism will not go unnoticed. Gathering influences and inspiration is fine but straight copying other people’s work is not. And with the recent growth of social media, you risk your design crime being made embarrassingly public.
For example, accessory brand Claire’s faced a huge backlash on Twitter over a necklace design that was uncannily similar to one created by independent designer Tatty Devine. Keep your credibility and keep your work authentic.
12. Poor use of QR codes
QR codes are popular and can be effective when used properly. But that’s often not the case.
Think about where the QR code is going to appear; for example, will it be easy to scan? (If it’s on the side of a moving vehicle, the answer is no!) Will your target audience need internet reception to decode it? (They won’t have any, for example, on the London Underground.) As with all design, with QR codes it’s all about context.
13. Slavishly following logo trends
Choosing to design your logo based on current trends is likely to leave your logo looking dated and out-of-touch as soon as the trend dies out, not to mention making you look slightly amateur. Rather than choose the popular flavour of the month, think about what’s more likely to have longevity for your brand.
For example, the current logo of the BBC (shown below) has been around since 1997, yet still has not become dated.
14. Failing to use shortcuts
This biggest challenge we have as designers is meeting deadlines. So failing to learning shortcuts – an important way to save time and energy – is a major fail. Check out these lists of common Photoshop shortcuts and Illustrator shortcuts.
It might sound like a lot of effort but learning them will increase your workflow exponentially. You can also create your own shortcuts in Photoshop by selecting Edit and then Keyboard Shortcuts. You can even go further and create your own Photoshop scripts. When you think about how much repetitive work we designers have to endure, doing everything the long way round is a major no-no.
15. Missing the point of design
Perhaps the biggest mistake you can make as a designer is to miss the entire point of design itself. As Steve Fisher of Yellow Pencil puts succintly in this article, “design” is often confused with “decoration”, but it’s actually about responding to problems. Once you get your head round that, everyone else should follow…