Its the first impression that counts – so don’t screw it up with a bad logo.

Everybody does it. Makes branding mistakes, that is. The small ones usually end up being the big mistakes in the end. And it’s amazing how many companies aren’t thoughtful enough up front. Even the big guys.

A company’s logo is just as tough and as important as its name. Its only the most relevant and engaging part of your brand. Done well, a logo instantly communicates and reflects your company’s personality. It also connects with your audience. Done poorly, a logo can turn people off, and damage your image before you’ve had a chance to say “hello.”

But don’t fret, not everyone hits a home run in the logo category. Not even the heavy hitters.

Take The Gap. They got so much bad press for their new (sexy and cool) logo, they ended switching back to their old (classic and American) one (only a week later after launching.) Oops!

And Nokia. Believe it or not, was first founded in 1865 as a wood-pulp mill in southern Finland, on the Nokianvirta River (hence its name.) So no surprise they originally picked a fish for their logo. Thankfully, they prevailed and arrived at a more suitable logo and image relating to their product and corporate personality.

So when thinking about your next logo design, remember to consider the personality, the quirks, the desired perception, the consumer. You only get one shot at a first impression. And it’s the impression that lasts.

Had any brand missteps? How did you recover? I’m interested in hearing.

Tags | logo design brand mistakes image personality