Here are 5 common mistakes brands make with their visual identity — and how to avoid them
1. Inconsistency Across Platforms
Mistake: Using different logos, fonts, or color palettes across websites, social media, packaging, and print materials.
Why it’s a problem: Inconsistency confuses your audience and weakens brand recognition.
Fix it: Create a clear brand style guide that includes logo variations, color codes (HEX/RGB/CMYK), fonts, imagery rules, and usage examples.
2. Following Trends Over Brand Strategy
Mistake: Chasing the latest design trends without considering if they fit your brand’s personality or message.
Why it’s a problem: Your brand can feel generic, outdated quickly, or inconsistent with your core values.
Fix it: Focus on creating a timeless visual identity that aligns with your brand story, audience, and industry—trends can inform design but shouldn’t dictate it.
3. Overcomplicating the Logo
Mistake: Designing logos that are too detailed, hard to scale, or visually confusing.
Why it’s a problem: Complex logos don’t translate well across different sizes or mediums, especially on digital screens or small prints.
Fix it: Aim for a simple, scalable, and memorable logo that looks good in black and white, at small sizes, and in digital and print formats.
4. Neglecting Typography
Mistake: Using too many fonts or mismatched typography that doesn’t suit your brand’s tone.
Why it’s a problem: Typography plays a huge role in readability and emotional impact. Cluttered or inconsistent fonts look unprofessional.
Fix it: Choose a primary and secondary typeface, stick with 2-3 font weights max, and make sure they reflect your brand voice (e.g., modern, elegant, bold, etc.).
5. Not Evolving Over Time
Mistake: Never updating your brand visuals even when your company evolves, your audience shifts, or your products expand.
Why it’s a problem: Your visual identity might no longer represent who you are, making you look out of touch.
Fix it: Revisit your visual identity every few years to assess if it still aligns with your brand’s mission, audience expectations, and current trends.
Want help reviewing your current brand visuals or building a style guide? Happy to help you break it down.