Logo No-No

by Ryan Beckham


Admit it! You’ve seen some pretty terrible logos. The kind that cause you to recoil in pain.

Your logo should set your business apart from the rest of the competition. A cleverly designed logo can be an incredibly powerful asset that will not only drive trust and engagement from customers, but become an important visual piece for your brand. A terribly designed logo, on the other hand, immediately strips away any professionalism a company may otherwise have.

Here are the top 5 things to consider when evaluating a logo (perhaps your own):

1) Does the typography convey the right message? Believe it or not but all of us have been trained to associate certain typefaces with specific meanings. That’s why sports teams almost always use big heavy type, tech companies use a nice clean sans serif, and high end boutiques use a classic serif type. PLEASE avoid fan favorites such as Curlz, Comic Sans, Papyrus, or the newly released Frankenstein, Comic Papyrus. Seriously… don’t do it!

Pivot Group - Logo No-No

Smith & Smith obviously didn’t read this blog. #cringe


2) Has it been kerned well? Kerning is a term used in the design world to indicate the amount of space between letters. This is an important step in making sure that a design looks uniform and professional. Be aware of letters that join together to form something unintended. This can lead to some…problems.

Pivot Group - Logo No-No


3) Does it use negative space? A strong logo should look good, be memorable and also communicate the idea of the business. While a logo does not need to incorporate negative space, it can be an effective tool to help make a unique and powerful design. Make sure to be mindful of the shapes your design creates, you don’t want to unintentionally be the butt of a joke!

Pivot Group - Logo No-No


4) Is the logo vector? Vector logos are simply logos that can be scaled to any size without pixelating. Vector graphics are generally .ai or .eps files. Raster files, on the other hand (ones that don’t scale), include .jpg, .tif, or .png files. When sending a logo to a printing company for a new store front sign avoid sending word documents, pictures of your business card, or a copy of that logo you took from your website.

Pivot Group - Logo No-No


5) Is the logo legible at all sizes? Even beautiful logos can fall into this trap. If the logo loses important features at smaller sizes it won’t have a meaningful impact. Just remember to KISS – “Keep It Simple, Stupid.” The less a logo has in its design, the easier it will be to put on any type of collateral.

Pivot Group - Logo No-No

Now, ask yourself:

  • Can your logo do tricks? (i.e., is it reversible, simple, versatile, and easy to use?)
  • Does it tell your story and express your personality?
  • Has it been updated within the last 5 years?

If you answered no to any of these questions – please call Pivot. We’re here to help!





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