How to Spot a Cheap Logo Design

How to Spot a Cheap Logo Design

It doesn’t take an experienced graphic designer to spot a cheap logo design – and the average consumer is savvier than you think.

Keep in mind that your logo design represents your entire brand; it’s more than just a little image for your website or business cards.

This symbol will be used to make a brand judgement quicker than you realise with images being processed 60,000 times faster than text.

Many of the principles of graphic design are closely tied to the science of behavioural psychology.

Even if your average consumer can’t communicate why your logo makes them feel embarrassed, disgusted, or confused, they’ll have a reaction.

You probably know what you like (and dislike) when it comes to logos and graphics.

Whether you’re considering rebranding or purchasing your first professional logo, here are some ways to evaluate how to spot a budget logo design.

 

 

1 – It’s Overly Complex

 

Just for one second, consider some of the world’s most recognisable logos.

Did you just think of the McDonald’s “M”? the Nike swoosh? Or the Apple with a bite taken?

All of these logos are really simple.

Many famous logos are even revised to become even simpler.

As HubSpot’s Meg Hoppe highlights, “no one has time to spend dissecting a visually complex logo.”

The logo displayed below displays exceptional simplicity, without appearing boring:

Cheap Logo Design Available in the Store

What exactly spells out the difference between complexity and simplicity in logo design

A confusing logo can be caused by the use of too many colours, detailed images, intricate fonts, or excessive superfluous elements.

A logo with extraordinarily complex design doesn’t make your brand look high-class or fancy.

It means your graphic designer didn’t understand the value of simplicity.

 

2 – It Lacks Versatility

 

[clickToTweet tweet=”One of the most tragic and familiar hallmarks of truly cheap logo design is a lack of versatility.” quote=”One of the most tragic and familiar hallmarks of truly cheap logo design is a lack of versatility.”]

In today’s marketing culture, the ability for a logo to scale and appear attractive across multiple mediums is crucial.

Versatility in logo design means usage on smartphone, tablet and computer screens; print advertising and even billboards.

Adaptability is a critical filter to consider when creating a logo design, and far too many small business owners aren’t aware of the right limitations.

I recommend asking the following questions before you make a final selection, to avoid the need for total rebranding in the future:

  • Can this logo be printed in a single colour? just black and white?
  • Is this logo’s message retained if it’s shrunk down to no more than 2 cm in either direction?
  • Would the logo look too bland or boring if it were blown up to the size of a billboard?

 

It would amaze you how many design concepts have to be discarded when you apply the filter of flexibility.

Exceptional logo design is usually complex enough to engage on a gigantic scale, and sufficiently simple to tell a story when it’s quite small.

The City of Melbourne logo design below shows a great example of flexibility:

 

Related:   Cheap Logo Design is a Gamble - 5 Ways to Protect Your Business

3 – It’s Derivative

 

There are major trends in the fields of graphic design and branding, fueled primarily by consumer demand.

All it takes is a visit to the facetious hipster logo generator to recognise a significant, recent pattern in how “cool” companies are branding themselves.

Should you ignore the latest graphic design trends, or avoid incorporating fleeting factors like Pantone’s colour of the year into your branding?

Almost certainly.

[clickToTweet tweet=”The world’s most beautiful and effective logos are almost timeless in their design.” quote=”The world’s most beautiful and effective logos are almost timeless in their design.”]

If your mission is to communicate your brand’s hipness factor, there are more efficient ways to do this than derivative design.

Take the example below of the BMW logo.

Their original logo designed in 1916 hasn't changed too much, only being occasionally refreshed stylistically to keep things fresh.

 

cheap logos design services

 

4 – It’s Forgettable

 

[clickToTweet tweet=”The best logo designs in the world communicate an entire brand in one single glance.” quote=”The best logo designs in the world communicate an entire brand in one single glance.”]

Lego’s logo (pictured below) relays the idea of fun and childlike playfulness.

Mercedes Benz’s branding spells out luxury in nothing more than three lines and a circle.

 

cheap company logos online

 

[clickToTweet tweet=”The greatest logos have a story to tell, which is why they’re generally unique.” quote=”The greatest logos have a story to tell, which is why they’re generally unique.”]

Legendary logo design expert Paul Rand once stated that the only hard and fast rules for logo design were to be:

 

distinctive, memorable, and clear.

 

While it’s extraordinarily difficult to define memorable design, it’s certain to have a few factors.

It’s likely to be slightly surprising, without jarring the viewer. It’s addicting and appealing to look at.

Ultimately, it’s going to be both original and familiar enough that it leaves the viewer wishing it was their idea.

Your brand has something valid and original to offer the world.

If your logo design looks like every other small businesses’ branding, you’re not communicating your unique value proposition.

 

Related:   Is a Logo Design Competition worth the risk?

 

5 – It’s the ‘Wrong’ Colour

 

Colours can be misrepresentative or ‘wrong’, even if they’re not “ugly” in their own right.

Professional logo design always considers colour theory, which is the science of how humans perceive various shades.

 

Colour Psychology Logo Design

  • Red: Importance, danger, anger and passion
  • Orange: Energy, health, and vitality
  • Yellow: Energy, hope, and cowardice
  • Green: Abundance, growth, money, and new beginnings
  • Blue: Responsibility, calmness, sadness
  • Purple: Creativity, imagination, and royalty
  • Black: Power, elegance, mystery, and formality
  • White: Purity and cleanliness

 

[clickToTweet tweet=”Your logo’s primary and secondary colours should reflect who you are as an organisation.” quote=”Your logo’s primary and secondary colours should reflect who you are as an organisation.”]

A financial planning firm, for example, could come across as irresponsible with a yellow logo, while a decadent purple shade may not fit a health food brand.

Inappropriate colour selections can be a hallmark of free logo designs online or cheap logos created by inexperienced designers on sites like Fivver or 99Designs.

 

Related:   How The Right Logo Design Can Increase Sales

 

6 – It’s Brand-Inappropriate

 

While colour theory is one of the most important ways logo designs tell stories, it’s far from the only factor.

Many experts believe there are approximately six principles of graphic design that affect how a design is perceived by a consumer.

These principles are:

 

Balance

Proximity

Alignment

Repetition

Contrast

Space

 

All of the fundamental principles of graphic design work together, with the help of colour and typography, to communicate a message.

If one factor is significantly off or ignored, your message will be obscured by poor design.

And more likely than not, the result will be upsetting, confusing, or just plain cheap company logos.

A poorly designed logo with insufficient contrast can be difficult for individuals with visual disorders to navigate.

An imbalanced logo design upsets the natural human attraction to patterns.

Proximity and alignment work to direct the viewers’ eyes appropriately.

 

Logo design that meets all of the six design principles isn’t a luxury,

it’s a necessity for anyone trying to tell a story.

 

Rebranding is difficult. It’s challenging, expensive, and doesn’t always work.

Even on massive budgets, there are some very high-profile cases of logo fails and rebranding disasters.

Gap's new logo (below, centre) only lasted for four days before they reverted back to the current design.

 

Gap Poor Logo Fail

 

When purchasing a logo, your goal should never be to settle for the most affordable logo design packages you can get or to select something that’s going to need to be quickly replaced.

Knowing the reasons why some cheap logo design just looks inferior is a critical tool for marketing success.

 

If you are looking for professional logo design on a budget, be sure to check our affordable logo design services or check our cheap logos for sale in the store.

 


If you wish to discuss how we can develop your brand or provide graphic design for your product or business, email us at: [email protected]

Inkbot Design is a Creative Branding Agency that is passionate about effective Graphic Design, Brand Identity, Logos and Web Design.

T: @inkbotdesign F: /inkbotdesign


 

 

35 Comments

  1. Rohit Bhagat

    Brilliant article! You explained all points perfectly. I really liked versatility point. It is so true! Thank you for sharing this valuable information.

    Reply
  2. Web Designer

    Great article. Thank you

    Reply
  3. Hiba

    Does anyone know if Fusion Logos are any good?

    Reply
    • Stuart

      I’d definitely recommend working with a professional if you are serious about growing your business. Fusionlogos looks just like any of these other cheap logo services. Steer clear.

      Reply
  4. James Wirshing

    I particularly appreciate the reminder about color theory.

    Reply
  5. Alex

    Excellent article

    Reply
  6. Sarin Suares

    Interesting thoughts.

    Reply
  7. kay guenzel

    very interesting. I hope to apply it for me too. many Greetings

    Kay

    Reply
  8. anthony

    Thank you for the very interesting post.

    Reply
  9. Deborah Anderson

    Stuart,

    Brilliant article. I especially liked your emphasis on versatility. And, I had to click on the “hipster” link. While it might be fun for 30 seconds or so, to build a logo, it isn’t a logo that I would use when I was done (no offense, hipster). And, your article pointed out the reasons why!

    Thanks,
    Deborah

    Reply
  10. Doreen Beemer

    Wow, this is all good info! I like getting good info like this so that when I get to a logo of my own I will utilize the info here!!

    Thank you,
    Doreen

    Reply
  11. Cory

    Great article!

    Reply
  12. Andrae Marcus

    Very interesting and well addressed; especially colour theory and the importance on how our subconscious mind perceives information.

    Reply
  13. Travis

    Thanks for the article. I loved the color chart!

    Reply
  14. Travis

    Loved the article. It’s so often done poorly, but is worth so much done well.

    Reply
  15. Obinna Nwerem

    great article, sorry but I had to screen shot the color chart, very interesting!

    Reply
  16. Benny

    Interesting article, I never thought about the colors influence.

    Reply
  17. Toon Kerssemakers

    Very useful. And very clear article. Like this way of describing

    Reply
  18. Mott

    Great Points! Simplicity Is Best!

    Reply
  19. Iris

    Great article! Loved seeing the evolution of the BMW brand based on the decades. Personally I can’t wait till this hipster fad dies down. Whenever I see the signs now all I can think of is unoriginality.

    Reply
  20. Frank Woodman

    Logos are so important to creating a brand and being easily recognized. People the world over know the Coke logo or the McDonalds golden arches and M… Those companies would never consider saving money by trying to cheapen these iconic emblems. Of all the places to try to save money logo design isn’t one to consider…

    Reply
    • Stuart

      Exactly Frank, and smaller businesses need to emulate the strategies of the larger, successful ones if they want to be a success themselves.

      Reply
  21. Jaie Hart

    I love advice that is straight forward and makes common sense. I really appreciated the color perspectives. I’m not quite in a place yet to move to logo design but when I am, I know exactly who to come find. I will definitely share this great advice! Thank you so much.

    Reply
  22. Sergey Kochergan

    Great advice to recognize professional and amateur logo design. Thank you!

    Reply
  23. Tom Mack

    Loved your description of the science of colour theory. Nice work Stuart.

    Reply
  24. jörg

    less is more if you create a logo

    Reply
  25. Michael Baker

    Interesting information. logo design is *much* more complex than I realized.

    Reply
    • Stuart

      I’d amend that Michael to “great” logo design is much more complex…

      Literally anyone with some image software can make a logo for themselves, but it takes someone that knows what they’re doing to create an effective and successful logo design that will stand the test of time.

      Reply
  26. Robert Frank

    Great information! There is really a lot more to designing logo’s than I ever imagined! I’m coming to see you when I’m ready for a logo design!

    Reply
    • Stuart

      Would be happy to help you Robert when the time comes!

      Reply
  27. John L Sullivan

    good article

    Reply
    • Stuart

      Thanks John

      Reply
    • Nolan B

      Very informative…

      Reply

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