Typography will often make up a large part of the logo, so special care is required when designing it.
Some fonts are chic and have proven themselves. Of course, that’s true.
But does each logo, therefore, have to consist of a combination of different Helvetica Neue font styles?
As with any design that involves typography, it is important to experiment. Each font has a different effect.
If you want to build a brand, you should think about your font choices. Although I have not yet come across any “serious” companies that work with Comic Sans in their logo, I see the Brush Script every day on pretty much every craftsman company vehicle – but also with “better known” brands such as Uncle Sam.
Uncle Sam can be seen relatively often in commercials from RTL2, for example. In this case, nobody seems to mind that the typeface, which also makes up the whole logo, is used excessively for every type of company. Better kerning between the S and the a would not have harmed the logo either.
Too many fonts
As a rule, a logo shouldn’t need more than two fonts. If this is the case, the probability is high that it is too complicated and cannot make a clear (visual) statement.
A combination of the main font can be found in the rest of the company’s communication, and a complementary font for a claim or the like is probably the most tried and tested concept.
Skinny fonts can look very chic. Very thick fonts stand out in other ways. It is essential to find a balance here so that the logo can be attached to posters and, for example, on business cards or vehicles.
Gaps that are too small or too large can severely restrict the legibility of the logo. If it is scaled down too much and the spaces are too small, the letters become blurred.
If the distances are too large and the logo is upscaled, the legibility is disturbed, just like bad kerning.
Superfluous information can overload the logo. A typical example here is the inclusion of the company name. In the rarest of cases, the customer will be interested in whether the bakery is a GbR, a GmbH, or part of a stock corporation.
The optics and the recognition value of the logo will suffer, and the additional information will take up the space that could be used much better for relevant information. Superfluous information takes up valuable space for the essentials.
Use the wrong software
Have you ever received a logo from the customer as a PSD or PNG? If you are lucky, the file is at least available in high resolution. With a bit of bad luck, the logo can only be used for web applications. The company sign that the customer wants to have plotted can only be realized with a self-made version of the logo.
Yes, Photoshop is excellent, and it can be used as an all-purpose weapon on pretty much any project. But please: don’t put any raster graphic logos on yourself, your customers, or your colleagues.
It is simply a bad practice that should be abandoned deep in the forest and starved to death. Logos must be created in a vector program. And it doesn’t matter whether it’s Adobe’s Illustrator or another vector program.
Working with a vector program will solve many of your problems later using the logo.
Is it too small? Make it bigger! Do you need a different shade? Customize it and export it as a JPG or PNG. Does it have to be plotted, lasered, or staged in a 3D program? Export it to an appropriate format and get started. In the long run, a vectorized logo will save a lot of work and problems.