Is Your Logo Damaging Your Brand?

With over 20 years of graphic design experience, I can confidently say when a logo design brief lands on my desk, I am eager to get started. There is something quite special about being part of the branding process for a business!

During this blog I will take you through the three most common branding concerns clients discuss with us;

  • Is the logo providing an accurate representation of the business?
  • Has there been a loss in confidence of the logo reflecting the brand?
  • Whom can I trust to design a logo?

As your business evolves, your brand should as well.

The most common oversight we see clients make is ensuring their logo is represented across all their marketing-platforms, with one common example of where a business forgets, is their website!

Often, new or evolving brands get over-excited and focus solely on the aesthetics of a website without considering how the logo fits in. It’s essential to keep brand consistency throughout all your marketing communications internally and externally this discipline will help build your brand identity and values, which will in-turn gain trust with the market.

Time for a refresh?

Your logo is too intricate and a little fussy

If your logo features thin lines or intricate illustrations, reducing the logo in size will have a negative impact on its legibility and can make reproducing problematic. – something printers will not thank you for!

Firstly, ensure your logo is clean and crisp visually, and align with your branding colour palette for that consistent look and feel.  Be clever with your font choice as this will become an extension of your branding across other media.

Is Your Logo Design Too Hard to Read? 

Sometimes the font that was selected initially for your logo design is not the right choice. For example, script fonts are culprits of this in the “hard-to-read” category of logo design.

The “hard-to-read” factor for a logo may not just be limited to the font style. Use of logo colours and detailing can be problematic as well.

Always have conceptual logo designs created in larger and smaller sizes so you can visualise how they will look on various offline and online formats.

It is good business practice that once your logo is ready, the designs should be incorporated into your brand guidelines. Keeping files and admin up to date ensures that brand identity is well represented

There are no rules with your logo refresh – even if it’s only very plain lettering or a simple icon, a logo refresh can bring your logo to life and give it a more contemporary look and feel without losing its fundamental characteristics.

Logo Design Mistakes Commonly made

As an experienced graphic designer, I frequently encounter logo design files that haven’t seen the highest level of care when produced.

Let’s take a look at some issues which are easily corrected:

Imperfections in the original design

So, you have a great logo that you’re proud of – you show it to your friends, and colleagues as a digital copy on your phone or laptop.

You order your first set of business cards and company brochure showcasing your logo – but when you take a look at the print the logo doesn’t look quite as clean and smooth, and the collateral appears a bit unprofessional!

When the designer creates the original artwork – either hand drawn or entirely using design software, it’s so important that the detail of the lines and points within the logo are perfect.

Once your logo is enlarged and used for other media, any imperfections could magnify.

Confusion with logo file format

Another one of the most common issues – logos supplied using an incorrect file format to the client or supplier (printer/web developer).

The most common incorrect file format is a raster logo such as a .jpg rather than a vector logo, such as .eps.

Everyone knows what a .jpg file is – the most commonly shared file format, but every time it is shared, it loses a little bit of the original quality. jpegs are perfectly adequate if the resolution is high enough and it does not require a print/digital production or edit.

To play it safe and avoid those pixelated print outs or website banners – stick to vector files! A vector graphic is made up of points, lines and curves related to one another using mathematical formulae. From there, the illustration can be styled with outlines, colour and blends to complete the graphic.

Vector logos will enable your graphic designer and printer multiple options to produce the highest standard; including saving to other file formats, enlarging or reducing infinitely without losing quality.

Incorrect colour mode

Sounds complicated? Less common but potentially a more challenging logo file format issue is the colour mode. A logo that is being printed on paper, on a piece of clothing, or included on a website will have different colour spectrum requirements. Sometimes this can be fixed by easily converting from one to another, but not always. Therefore, a vector logo will offer the best chance to fix the issue.

Is it time to put your old logo to bed and look towards the future?

Logo Design Done Right

At Refined Marketing, we provide our clients with logo designs and all the necessary file formats they require as part of our creative process. Once our design has your approval, we will create full-colour, 1-colour, 2-colour, black and white versions of the logo for both print and digital usage. 

If you are considering a logo refresh or redesign and want to stand out from the crowd, Refined Marketing love creating clever design, enabling your brand to be the best version of itself! Contact us at