5 Things to Avoid when Branding

As students, branding is something that constantly thought about both in relation to selling ourselves as Graphic Communication majors and when thinking of companies logos and branding packages.

FedEx logo uses negative space to illustrate the company's services in a positive way.

In the article below written by Tara Horner for Design Festival, she explores what elements don’t work in branding and why. And she has some really good points. Make sure you get to the bottom of the article for some serious giggles.

Have you ever found yourself in a brand design project that has taken on a life of its own and you’re just along for the ride? Well I have, and it can be a frustrating experience, especially if your clients or colleagues are passing on obvious opportunities for improvement and overlooking significant mistakes.

In some cases, the client has an old logo that they just want me to “clean up” or “update” — this is rarely as effective as building a completely new brand, and ironically, it’s often harder. In other cases, you have so many hands in the pot and so many ideas rushing around that it’s impossible to get any kind of consensus — this tends to end up with hodge-podge design work that stitches everyone’s different ideas together into a “frankenbrand” monstrosity.

Regardless of how you end up in these overwhelming situations, there are a couple of ways that you can present your concerns in a rational, logical way that business people can understand. I’ve found that it helps to both visually illustrate their mistakes as well as articulate exactly what’s wrong from a business perspective. So, here are some classic issues that I’ve seen crop up consistently in branding and logo design, as well as my methods for leading the client toward a more focused, effective brand.

Continue reading full article here:

5 Shapes, Symbols, and Concepts to Avoid in Your Brand – DesignFestival.