In short
Inconsistent or generic branding makes a good business look unprofessional and forgettable.
Fix the basics: a simple logo that scales, a small colour and font system, consistent use everywhere, and a brand that reflects your audience.
The most common branding mistakes are overcomplicated logos, too many fonts and colours, and inconsistent use across channels. Fixing these makes a business look credible with little cost.
A logo that is too complicated#
If it is unreadable at the size of a phone icon, simplify it.
Using too many fonts#
Stick to two. More makes everything look unplanned.
No defined colour palette#
Choose a few colours and use them consistently, with enough contrast for readable text.
Following trends instead of fit#
A brand should suit your audience and last longer than a season.
Only one logo version#
Prepare horizontal, stacked, icon-only and one-colour versions.
Low-resolution files#
Keep vector files so the logo stays sharp on a signboard or a screen.
Inconsistent use across channels#
Different logos and colours on the site, social and invoices weaken recognition.
Ignoring spacing and alignment#
Give the logo room to breathe and keep layouts tidy.
Copying competitors#
If you look the same, customers have no reason to remember you.
No brand rules written down#
A short guide helps everyone, including future designers, stay consistent.
save this checklist
- Logo works at small size
- Two fonts only
- Defined colour palette
- Vector files saved
- One-page brand guide
Next step#
See our brand and graphic design work, and the story behind the Concept Dash mascot.
- branding
- logo-design
- graphic-design
- small-business
Common questions
What makes a good logo?
Simple, memorable, readable at small sizes and still clear in one colour.
How many fonts should a brand use?
Usually two: one for headings and one for body text.
Do I need a brand guide?
Even a one-page guide with logo rules, colours and fonts keeps your brand consistent.
Share this
One click opens LinkedIn with a ready-written post: a hook, the short version of this guide and the link. The caption is also copied, so you can paste it if it does not appear.
Instagram has no web share link, so this gives you both pieces: copy the caption, save the card, then post it.
Keep reading
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Got this problem too?
Brand visuals, posters, thumbnails and campaign assets that read as one system.