Design

Why Most Logos Suck

By

Francisco Leyva, CCO

03.29.25

/

5 min.

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Why Most Trade Logos Miss the Mark (And How to Fix Yours)

Let’s be honest—most logos in the trades aren’t doing the job they should be. Whether you’re a contractor, plumber, electrician, or landscaper, your logo is more than just a picture—it’s the first impression people get of your business.

But too often, trade logos are either too complicated, too generic, or just don’t say the right thing. Here’s why that matters—and how to fix it.

1. It Doesn’t Feel Right

Let’s be honest—most logos in the trades aren’t doing the job they should be. Whether you’re a contractor, plumber, electrician, or landscaper, your logo is more than just a picture—it’s the first impression people get of your business.

But too often, trade logos are either too complicated, too generic, or just don’t say the right thing. Here’s why that matters—and how to fix it.

2. It Looks Like Everyone Else

Take a quick look around: How many construction companies have a roof in their logo? How many plumbing companies use a pipe wrench?

Those marks are too literal, and honestly, they blend in. They don’t make you stand out.

A strong logo doesn’t need to scream what you do—it should help people remember you. Abstract or bold marks are more ownable. Think of brands like Nike or Apple—clean symbols that stand on their own. You want something that becomes your mark, not just another clipart house.

3. It’s Too Complicated to Be Useful

A lot of logos look great when they’re big… but shrink it down for a business card, website, or Instagram profile, and all the little details disappear.

If your logo has too many lines, shadows, tools, or text, it won’t scale well. Simplicity is key. A clean, simple logo looks good anywhere—on a shirt, truck, hat, or screen.

Your logo should:

  • Be recognizable at a glance

  • Work in black and white

  • Still look solid at the size of a coin

So What Makes a Good Trade Logo?

It comes down to 3 things:

  1. The Right Feeling – Speak to your ideal client, not your personal taste.

  2. Uniqueness – Avoid the generic toolbox stuff. Create something ownable.

  3. Simplicity – Make sure it works everywhere—big or small.

Final Thought

You don’t need a fancy logo—but you do need a smart one. Something clean, confident, and tailored to your audience. The trades are competitive, and how you present yourself matters. Get your branding right, and it’ll do half the selling for you.

Want help creating a logo that actually works? That’s what we do at VALOR. Reach out and let’s build something solid together.