When logos try to do too much.

One of the common mistakes when designing logos is creating them in a vacuum and not in context. This leads to the temptation to turn a logo into all-encompassing ad, signifying an organization's laundry list of capabilities in one small symbol.

While a logo must communicate a company's core thoughts simply and effectively, it's important to remember that a logo rarely lives on its own. It is almost always paired with some type of meaning or message: in an ad, on a product, on stationary, etc.

So how do you know if a logo is effective?

When you look at the logo, in an instant, do you get its core thoughts? Does it provoke an emotion or an idea? Does it identify the basic brand promise (or premise) of the business, service or organization? Is it functional? Most importantly, is the logo imaginative and unique? This helps with its memorability and likeability, which translates into real value for the organization.

The masterful designer Paul Rand said that a logo should serve as a flag for an organization. Simple, memorable and inspiring, rather than overly descriptive.

What challenges have you faced with logos, as a marketer or creator?

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