Your logo should be one of the biggest investments you make. It’s the face of your company and will often be your brand’s’ first impression. It’s vital that your logo conveys professionalism and makes a lasting impact. So why cheap out? If you needed heart surgery, would you look for a discount surgeon?
The creative process
Impactful and memorable logos are often simple. A common misconception is that minimal logos don’t require much effort or skill. It’s not creating the logo that’s challenging, it’s the time it takes to get there. Regardless of how simple a logo may appear, there’s a ton of work that goes on behind the scenes. Take Nike for example. Sure, it’s a checkmark but its sleek shape and fluid curves communicate speed and motion. Its simplicity makes it versatile and easily recognizable.
Before getting started, a designer needs to determine what they’re trying to communicate. What are the client’s likes and dislikes? What makes their company different? On top of that, a good designer will research competitor brands and consider the latest industry and design trends. Throw in mind maps and other brainstorming and you’ve clocked a full day before doing any design at all.
Next, comes the concept sketches and mockups. While a designer may present only a few concepts, the client’s getting just a taste of what’s been prepared. Have you seen Jerry Seinfeld’s Netflix special? He fills a damn street with post-it notes chicken-scratched with jokes. How many of those bits do you think made it into the set? This is quality control – add that to the list of work you aren’t seeing.
It’s more than a logo
Once your logo is finished, it’s important to have supporting materials like business cards, letterhead, and signage. Consistent elements like photography, fonts, colours, and textures help to create a cohesive brand. A new logo means ditching the old logo and anything tied to it.
While the logo is a key ingredient of these supporting materials, you can’t just stick it on a sign and call it a day. You’ll want to be loud and proud with your logo, but bigger isn’t always better.
Your new logo deserves special treatment. Having a brand guide made for your new logo is a great way to keep its integrity when creating brand materials. This ensures vendors and other third parties use your logo properly and consistently across all documents. This includes rules on colours, fonts, dimensions and more.
When it comes to a logo, one file doesn’t cut it. A good designer will provide a logo package containing multiple file types, different orientations, and various colour combinations. For print and digital.
You’re paying for a professional
It took me a few seconds to draw it, but it took me 34 years to learn how to draw it in a few seconds. – Paula Scher
At the end of the day, you’re hiring a professional. You’re paying them for their expertise and thinking. A graphic designer has spent countless hours studying, training, and perfecting their craft. Just because Karen from accounting has a nephew “who can photoshop”, doesn’t mean you should take her up on it. Leave it to the professionals.
Don’t get me wrong, saving money is great, but not when it affects the perception of your brand. Discount design sites can be a tempting solution, but you won’t get the same quality and level of critical thinking. If you’ve got a hankering for some pasta, sure, you can cop a Michelina’s Cheese Tortellini but you’re better off booking a table at Casa Rugantino (go for the Cappellini).
Now you know
There’s always a cheaper way of doing things, but that doesn’t mean it’s the right way. Don’t look at your logo as a frivolous expense. It’s an important company investment you can’t cut corners on.