The logo is usually the first thing a potential customer uses to recognise and remember your company and it has the potential to set the tone for the whole experience. Get it right - and you'll reap the benefits for a long time. Fail - and you'll have one very expensive learning experience under your belt. This is the reason businesses today are investing so much time and money on hiring the best professionals and getting it right the first time.
Follow my lead and in 15 minutes you’ll feel energised, having figured out if your logo makes some of these mistakes, and how you can fix them.
I give you my word.
Founder and Principal of Excite
Mistake #1: Trying to say too much
The most common misconception I encounter is that a logo should convey a message, while in reality the exact opposite is true. The purpose of your logo is not communication - it's identification. It should clearly state what it is, and the less it says - the better. Your audience doesn't study your logo like a piece of art. They glance at it and move on.
Don't try to incorporate a feeling or trait into your logo, it will only prevent it from serving its main purpose.