The most common mistakes in logo design usually involve scalability, readability and color. A good logo design retains its integrity when reproduced very small, and across a range of reproduction methods. This means it looks good whether it’s a mile away on a billboard, etched on a pen, or embroidered on a ball cap.

Retaining readability is essential, and that is why design schools teach classes dedicated strictly to typography. Type is a form of art, but it is first, and foremost, a business tool for communicating. Balancing creativity with functionality is the hallmark of a well-designed logo.

Color management is complicated by the fact that computer monitors use mixtures of glowing light (RGB) to produce colors, whereas printers used a blend of four inks (CMYK) to create color in brochures. Those bright, glowing colors that pop off your computer screen to create a “wow” look, will likely fall flat when translated onto paper. It’s important to look beyond the computer screen when evaluating logo designs to see how the colors work on paper. You should also ask for a black and white version because complex designs, with overlapping colors may present a problem when the logo has to be printed in a single color.

Professionally designed logos, packaging, brochures and Web sites open doors by making a strong first impression. Dress your business for success!