Hue is working with a professional logo designer to create a strong, lasting brand identity for his new business. He initially thought logo design was just about making something visually appealing but has come to realize the depth of strategy involved. Through discussions about responsive design, typography choices, and long-term usability, Hue now sees that a well-designed brandmark isn't just about looks, it's an investment in the business's future success.
Hue:
Hi Dex! I'm starting a new business so I spoke to a professional logo designer about designing a logo for me. He told me about the characteristics of a good logo, but I was wondering what are the characteristics of a bad logo?
Dex:
Hey Hue! Great question. Knowing what makes a bad logo is just as important as knowing what makes a good one. A bad logo usually has one or more of these issues:
Too Complex – If a logo has too many details, it loses clarity when scaled down and becomes hard to recognize. Simplicity is key in brandmark design.
Lack of Versatility – A logo should look good in color, black and white, on different backgrounds, and in various sizes. If it only works in one setting, it's a problem.
Trendy Over Timeless – Following design fads might make a logo look modern today, but it can feel outdated fast. A strong brand identity needs longevity.
Poor Typography – Bad font choices, unreadable text, or too many fonts together can make a logo feel unprofessional and messy.
No Connection to the Brand – If the design doesn't reflect the brand's values, industry, or personality, it won't make a meaningful impact.
Hue:
The logo designer mentioned that he wants to design a logo that can respond to its environment since I told him that I will need to use it in vertical an horizontal spaces. Is it important that a logo should be able to do that?
Dex:
Absolutely! A logo that can respond to its environment is crucial for a strong brand identity. This is called responsive logo design, and it ensures your brandmark looks great across different placements and formats. Here's why it matters:
Versatility Across Mediums – Your logo will appear in various places, such as business cards, websites, social media, signage, and more. A flexible design adapts to these spaces without losing its identity.
Scalability – A responsive logo should maintain its clarity and recognition whether it's on a massive billboard or a tiny social media icon.
Optimized Layouts – Sometimes, a full horizontal logo won't fit well in a square profile picture or a vertical banner. Having variations (like a symbol-only version or a stacked layout) ensures brand consistency in any space.
Better User Experience – A logo that adjusts naturally to its environment creates a seamless and professional brand presence, making it easier for customers to recognize and engage with your business.
Your designer is on the right track! Have you thought about where your logo will appear most often? That might help determine which variations you'll need.
Hue:
I want to put my logo on our branding stationery, our website, gazebos and on our product packaging. I was also considering printing it in one colour on golf shirts, so the logo designer explained that the logo will be designed in such a way that it can still be identified in just one colour as well. Is that even possible?
Dex:
Yes! A well-designed logo should work in one color just as effectively as it does in full color. This is a key part of brandmark design and ensures your brand identity stays strong no matter where it's used. Here's how your designer will likely approach this:
Strong Silhouette – A logo with a clear, recognizable shape remains identifiable even when printed in a single color. If a design relies too much on gradients or shading, it can lose impact when simplified.
No Over-Reliance on Colour – Good logo design doesn't depend on colour to convey meaning. For example, if a brandmark only works because of its colour contrast, it might fail in black and white or monochrome printing.
Negative Space & Contrast – Smart use of negative space (like how the FedEx logo hides an arrow) helps maintain visual clarity, even in one-color printing.
Flexible Variations – Your designer might create different versions of your logo (full color, one-color, and even an outline version) to ensure it stays recognizable across different uses.
Printing your logo on golf shirts, product packaging, and gazebos means you'll need versions that are both bold and simple. Sounds like your designer is thinking ahead
Hue:
The logo designer also said that it needs to be simple yet bold. I had something more complex in mind but the designer explained that since I want to use the logo on my website, the needs to work well as a favicon. That means it needs to be able to reduced to a very small image called a favicon and for that in needs to be simple and scalable.
Dex:
Your designer is absolutely right! A simple yet bold logo is key to making your brand identity strong and adaptable. Especially when it comes to small-scale applications like a favicon.
A favicon (that tiny icon in a browser tab) is typically 16x16 or 32x32 pixels, so if your logo is too complex, it'll lose all its details when scaled down. Here's why simplicity is important:
Clarity at Any Size – A clean, minimal design ensures your logo remains recognizable, whether it's a favicon or a large sign on your gazebo.
Instant Recognition – Bold shapes and strong lines create a visual impact, making it easier for people to identify your brand at a glance.
Scalability – A simple logo can be resized without losing its essence, whereas intricate designs often become unrecognizable when reduced.
Better Digital Performance – Websites, apps, and social media platforms favor streamlined designs that load quickly and remain clear on any screen.
Hue:
I never thought logo design was such a deep field. I thought it was just about creating a pretty little picture, but now I see there's a lot of complexity behind creating something that should look so simple. I'm worried though that since my new logo need to be so simplistic, that it might look like someone else's. The logo designer assured me that the design process has a phase in which its uniqueness is tested against other logos.
Dex:
Logo design looks simple, but behind every strong brandmark design is a lot of strategy, thought, and refinement. It's not just about making something "pretty". It's about creating something functional, scalable, and unique to your business.
Your concern about uniqueness is valid, but your designer has the right approach. A competitor analysis and trademark check should be part of the design process to ensure your logo stands out. Here's how designers typically ensure uniqueness:
Research & Sketching – Before digital design begins, your designer explores concepts, avoiding common shapes, clichés, and overused trends.
Competitor Analysis – Checking industry competitors prevents similarities that could confuse customers or dilute your brand identity.
Customization – Even if a logo uses familiar elements (like a letterform or geometric shape), a skilled designer tweaks proportions, layouts, and visual balance to make it distinct.
Simplicity doesn't mean generic. It just means smart design.
Hue:
I wanted to use a handwritten font coupled with a very flat, tech looking font in my logo, but the logo designer was very diplomatic in advising against it. Apparently handwritten fonts can become difficult to read and the tech font would be "too disconnected" from the brand's personality. I suggested another font but then the designer said that some letters like the O's have no overhang and looks unbalanced. Was the designer right to make these suggestions?
Dex:
Yes, your designer was absolutely right to guide you on typography choices. Good logo design isn't just about what looks nice, but what functions effectively across all platforms. Here's why their suggestions make sense:
Readability Matters – Handwritten fonts often lose clarity, especially when scaled down (like on a favicon or small print). If your brand identity relies on legibility, a clean, well-crafted typeface is key.
Cohesion & Personality – A mix of a handwritten and tech-style font could create a visual disconnect unless balanced carefully. Your typography should reflect your brand's personality in a consistent way.
Typography Mechanics – The issue with the O's lacking overhang means the font might look visually unbalanced. Good brand design requires paying attention to these details to ensure letters align properly and create a strong, structured look.
Your designer isn't just making aesthetic choices. They're ensuring that your logo works practically and effectively in every application.
Hue:
From what you are saying, it sounds like my logo designer has got my back. It is more important to me that the logo will last me a long time and work everywhere that I want to use it. Can you imagine going full steam in building a new business only to hear a year later that I'd have to redesign everything because the logo doesn't work on an important marketing campaign.
Dex:
Exactly, Hue! Your designer is thinking ahead so you don't run into branding headaches down the road. A well-designed brand identity isn't just about looking good today. It's about ensuring your logo remains functional, scalable, and timeless as your business grows. By getting it right now, you're investing in a solid foundation for your brand. It sounds like you've got a designer who understands both aesthetics and strategy, which is exactly what you need.
Author:
Ricus du Plooy
February 04, 2025
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