BBC's The Apprentice returned this week, and the branding and logo design of the boy's team gained a great deal of attention. A cruise line was the theme, and the boys had to design a marketing campaign. It was a team effort but they made a few classic logo design mistakes you need to avoid. Assuming you watched the show, you saw most of them, but here is a breakdown:
1. Refusal to accept feedback
As a team of four, the boys designed the logo but did not work collaboratively. They didn't listen to each other and one of the team members vocally spoke against it but no edits were made. Designing a logo requires collaboration and feedback from all parties, so keep an open mind and consider different perspectives.
2. It is difficult to understand your logo
The boy's failed to communicate their brand message, which is why their logo failed to engage consumers. They received feedback comparing their cruise ship logo to a ‘rotten banana’ and ‘public vomiting incident’, yikes! Your logo should indicate what your brand represents. By using icons, typography, and colours, you can accomplish this.
“Design is the silent ambassador of your brand.” —Paul Rand
3. Colour theory is irrelevant to you
Different hues of colours trigger different responses in our brains, as described in Colour Psychology. The traffic light is a great example, green means go and red means stop. Every design process demands the use of colours (click here to see a colour combo you might like.) A tree colour palette was chosen instead of something that represented the brand. A more appropriate choice would have been blue to represent water, calmness, and trust.
4. The brand is unrecognisable
Your company name is crucial!. The clearer the name, the easier it is to recognise and remember your brand. Whilst building your brand you need a logo with your company name. This is what you need to do:
Blind testing
Your logo should be sent to three individuals who haven't encountered your brand before. Find out what their first impressions are and how they feel about it.
Variations of the logo
Come up with different variations of your logo. You can use different logos for different marketing purposes. A simplified or emblem variation of your main company logo is an option.
Always consider your audience
You need to be clear about who you're trying to reach and what would attract them to your brand.
Need help with logo design? Our talented designers are eager to bring your visions to reality.
Click here to get in touch
Written By: Sinmi Adekola: Writer and Creative Consultant
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