What I Notice as a Web Designer: 5 Brand Identity Mistakes to Avoid
Today’s article is all about the top 5 mistakes to avoid when designing a brand identity. These are common issues I come across in client conversations — whether during a brand redesign, a discovery call, or when someone’s picking my brain on a consulting call while DIY-ing their own visual identity. If you're building a brand from scratch or thinking about a refresh, these are pitfalls you’ll want to steer clear of.
What is Brand Identity?
Brand identity is the visual and emotional expression of a brand — it’s how a business presents itself to the world and how it’s perceived by its audience. This is the combination of a logo, color palette, typography, imagery, and messaging that together create a cohesive and memorable presence.
First up, why is brand identity important?
A strong brand identity does more than just look good. It sets your business apart, builds trust, and creates instant recognition with your ideal clients. It’s often the first impression someone gets of your brand, and it sets the tone for the experience they can expect when they work with you or purchase your product.
Make Sure Your Logo Clearly Communicates What You Do
Creativity is what makes your brand unique, and it’s one of the best tools for standing out. But there’s a fine line between creative and confusing. When a logo is too abstract or lacks key information, it can leave people unsure about what your business actually offers.
Just think about the last time you drove through town. You’ve probably seen logos that are hard to read or give zero indication of what the business does. That’s a missed opportunity.
Your logo (or the text surrounding it) should make it immediately clear what you offer. This can be done through your business name, a tagline, or a short descriptor. It should be easy to read, pronounce, and resonate with your target audience. For example, if you run a luxury spa and salon, make sure that’s communicated either directly in the name or with supporting text. If people have to guess what you do, they’ll likely move on to the next option in their search.
Get to Know Your Target Audience
Understanding your target audience is the foundation of strong brand identity. While it can be tricky for startups right out of the gate, the good news is that tools like AI, social media insights, and good ol’ Google make market research more accessible than ever.
If you're an interior designer targeting luxury, high-end clients, your brand identity needs to reflect that level of sophistication. This means your website, logo, and overall visual style should feel polished, refined, and aligned with the expectations of a luxury audience.
Trends may come and go, but when it comes to luxury, the rule of thumb is less is more. Think clean layouts with generous white space, minimal logo design, soothing neutral color palettes, and high-quality imagery. These choices signal elegance, exclusivity, and professionalism. These are likely the very qualities your ideal clients are likely seeking.
Check the Accessibility of Your Color Choices
Just because light purple is your favorite color doesn’t mean it should be the primary color in your brand palette. Accessibility and readability matter so much in today’s digital world. If you use a light purple (or any low-contrast color) for your main text in a logo or on your website, it will almost certainly be difficult to read. Even worse, it can violate accessibility guidelines and exclude people with visual impairments from engaging with your brand.
That doesn’t mean you have to abandon your favorite color altogether. Colors with personal or brand significance can still be part of your palette; they just need to be used thoughtfully. Consider using them as accent colors rather than for body text or key messaging. Prioritizing contrast and clarity ensures your brand is not only beautiful but also inclusive and user-friendly.
Make Sure Your Fonts Are Easy to Read
Using script fonts for body text is one of the most common readability mistakes I see. It’s a hard no when it comes to large blocks of text or key information. Script fonts should be used sparingly and saved for small accents or decorative elements.
If you love a script font for your logo, that’s absolutely fine — just make sure you choose a font that is easy to read at a glance. And avoid overusing whimsical or decorative fonts throughout your website or marketing materials. When in doubt, choose clean, legible typefaces that support your message rather than distract from it. As with most things in brand identity, it comes down to balance and readability. Please do not get me wrong, I love a great script font, but I select these for clients using a very discerning eye.
Keep It Simple and Clear — Do Not Over-Design
When it comes to brand identity, less is almost always more. Over-designing your logo, website, or marketing materials can actually cheapen the overall aesthetic and make your brand look less professional. Instead, let your visuals of your product or experience, along with your messaging, do the heavy lifting. Focus on clearly communicating who you are, what problem you solve, and why someone should choose to work with you.
An overly complex design often feels DIY and can distract from your core message. For example, if you're a photographer, your logo shouldn’t compete with your imagery — it should support it. The same goes for your color palette and layout. Clean, minimal design creates space for your work to shine and elevates the perception of your brand.
Following these tips will set you up for success when it comes to creating a DIY brand identity. But if you find yourself needing some backup, don’t hesitate to reach out. I love nothing more than getting to know the heart of a brand and its audience, then bringing it all together through a cohesive brand identity you can confidently and proudly share with the world.
