What Makes a Bad Logo: The 6 Things You Should Avoid

1. The name is not literal.
If people cannot read your name or if the logo is just a cluster of letters, they will not remember it.

2. It does not pass the black and white test.
In black and white (which is how it will appear on when photocopied, faxed, or printed in a trade journal or newspaper) it loses its clarity.

3. It does not pass the size test.
It works when enlarged to 2 feet, but when reduced it becomes muddled.

4. Artwork that has gradients and drop shadows.
This means that different methods of reproduction will produce different variations on gradients, and the drop shadows will get muddy and complicated on color backgrounds.

5. Colors are not from a color system.
Colors that are not created with a color system will be produced in a standard 4 color application or approximated on a web page. Reproduction on different materials will reflect variations in the colors chosen, making your logo various shades over time.

6. It’s a bitmap image.
This file format is extremely limited in its ability to be resized and applied to different media.

Tim Robertson helps companies save time and money. With over 20 years experience in branding and packaging, he has been featured in Direct Magazine, the Design Management Review, and the Summit Awards. His work for clients includes Bacardi, Perrier, and Bell Sympatico, and he has international recognition for his branding work in developing countries.

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