Many business owners overlook the huge impact of good logo design on their business success. When you’re starting your business, a logo seems to be a small part of your overall marketing strategy. But as your business grows and prospers, that logo will become a powerful marketing tool. Think “3M”, “Apple”, the Pillsbury Dough Boy. I recently subscribed to RSS updates for blog posts containing the words “logo design”. Here are some excerpts from the many posts I found.
“I need a vector logo for my business. Must be able to be resized without losing the quality. I have the logo idea…. Budget: (US$50).”
“The prize for the winning company logo design is $100 USD payable in your paypal the day the contest ends, and the contest deadline will be the 1st of May. We will wait for your creatives, and wish good luck to all contestants. Let the battle begin!”
“I’m a professional logo designer offering my skills. Prices can range from $20 up to around $280 with various package options along the way.”
A business owner spending $50 on professional design services shouldn’t be expecting anything more than one hour’s work at the most. Valuing the cornerstone of your brand identity like that isn’t a wise move.
You might be on a tight budget, that’s ok! It will likely be worth it to talk to your designer about a brand roll-out strategy. It may make more sense to hold off on a larger print campaign to budget for a stronger logo. Starting out with a logo that doesn’t fit the vision for your business will only devalue you. At its worst, starting with the wrong logo can cause customer confusion. It will cost more money to redesign your logo, re-educate your clients and launch new branding.
Fundamentals of a well designed logo and why they work.
This means your logo looks just as good on a billboard, business card, website and even a very tiny icon. For more on common graphic design terminology, you can read more about that here.
Black and White
If the logo is dependent on color for its design, what happens when that logo is printed off on a fax? Your final logo should be tested in black and white before final approval.
A logo should never be trendy, unless you want your business to come off as a fad. Trends don’t last, they come and go. If you have a trendy logo, expect to look outdated within a year or two.
If there are a lot of other logos out there that look just like yours, it will be increasingly difficult to set yourself apart at first glance. Inspiration from others is always a great starting place, but it should be used as such, not as a blueprint.
For all of the above reasons, the best logos tend to be those that are the most simple. So take care not to overload and overwork the design by adding in too many elements to muddle up the message and ideas it needs to transfer to the audience. Abstract is good in art, but for the logo the best way to go, is concise and straightforward.
You can find Thin Gorilla’s logo design process here.