If you are starting to notice that every other company out there has a logo, you are not seeing things. A logo creates a business identity which, if used consistently throughout your practice, will eventually be recognized no matter what. There is, however, a huge difference between having a logo and having a good logo that creates an effective an appropriate image for your practice.

There are generally five common mistakes that separate these two types of logos. Whether you are creating your practice identity yourself or have hired a professional, you should be aware of these mistakes and how they can be avoided.

1. THE LINES ARE TOO THIN FOR THE DESIGN
If the lines of the logo are too thin it will not reproduce well when you reduce or enlarge it for applications such as business cards or signs. Generally, by tweaking the design just a bit, you can keep the basic concept but make the logo much more dynamic.

2. THE LOGO REQUIRES COLOUR TO LOOK GOOD.
This is a common mistake. The general rule is that if the logo requires colour to work, it won’t work. All logos should be designed in black and white first to ensure that it will maintain its integrity when reproduced in media such as newspaper ads or internal documents. A good test here is to photocopy the logo. This should give you a clear picture of it's reproduction quality.

3. THE DESIGN IS INAPPROPRIATE FOR THE BUSINESS.
This happens more often then it should and is a result of a lack of research. When you are investing time and money into a logo be sure that there are enough questions asked. This will help to determine exactly what it is that makes you stand out in order to visually represent your office.

4. THE USE OF AN INAPPROPRIATE TYPEFACE.
When choosing a look for your logo be aware that typefaces actually speak to the viewer. The visual style and weight of a typeface creates it's own image and that image should appropriately represent your practice. Words have much more of an impact when used with a more fitting typeface.

5. THE USE OF VISUAL CLICHES.
When stuck for an idea many people will simply fall back on cliches, such as a smiling tooth or dancing dental floss. Try to think outside the box and not fall into this trap. It will make your logo stand out among the competitions and give it more staying power in the long run.

There are, of course, many other guidelines that should be followed in order to make a good logo but these first five should give you a good idea on how start visually representing yourself.

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