10 Mistakes to Avoid When Creating a Logo

Mistake #1: Copying, or drawing too directly on a competitor

Wanting to look like the leader in your sector is understandable. It is still a strategic mistake: you are condemned to always look "like someone else". Set yourself apart. A good AI logo tool like BrandMotion Lab generates original concepts based on your specific brand.

Mistake #2: Too much detail

A logo has to stay legible at 16px (favicon) and at 3 metres (shopfront sign). Busy logos lose all their impact at small sizes. Golden rule: if you can't draw your logo in pencil in 30 seconds, it is too complex.

Mistake #3: Too many colors

3 colors maximum in a logo. Beyond that, it becomes visually heavy and professional printing becomes expensive. Iconic logos (Apple, Nike, Twitter) use 1 or 2 colors.

Mistake #4: Using free "trendy" fonts

Fashionable fonts have a short shelf life. They will date your logo within 2-3 years. Favour the classics: Helvetica, Futura, Gill Sans for sans-serif; Garamond, Caslon for serif.

Mistake #5: Ignoring the monochrome version

Your logo has to work in pure black on white, AND in pure white on black. Test it systematically before approving it. A logo that only works in color is not a professional logo.

Mistake #6: PNG only

PNG is not sufficient for professional printing. Without an SVG or EPS, you won't be able to print your business cards, produce a shopfront sign, or file your trademark with the INPI. Always insist on vector formats.

Mistake #7: Deciding too quickly

Your logo will be with you for years. Take the time to look at several dozen proposals, sleep on it, and ask 3-4 people from your target audience for their opinion. With BrandMotion Lab, generate 24 to 100+ logos before choosing.

Mistake #8: Not thinking about mobile use

Test your logo on a phone screen, in a mobile site header, and as a social media thumbnail. A logo that is illegible on mobile loses much of its purpose, because these screens have become one of the first places where customers meet a brand.

Mistake #9: Forgetting commercial rights

Some free tools do not provide for commercial use. BrandMotion Lab grants a commercial-use licence for purchased finalized logos under its Terms and Conditions of Sale. It does not guarantee exclusivity, sign availability, or the absence of prior rights.

Mistake #10: Rebranding too often

Changing your logo every 2 years destroys your brand's memorability. Take the time to choose well from the start. If you do have to rebrand, do it evolutionarily (an evolution of the existing logo) rather than revolutionarily.

The right process, in summary

1. Define your values and your audience before drawing anything
2. Generate as many proposals as possible (24 minimum)
3. Test in black & white, at small sizes, on mobile
4. Validate with 3 people from your target audience
5. Download every vector format
6. Don't change it again for at least 3 years