So you're ready to take your show on the road. You've already invested large sums in property, new equipment, employees, etc., so it's tempting to cut corners especially since online companies offering inexpensive logos are everywhere. Or, perhaps a friend maintains that they know a little about design. Maybe even you feel confident in designing something quickly to save yourself money. But does it really make long-term sense to lay out significant investments in other areas and not match it by investing in a suitable logo for your business? Why does it matter? Read on.
It matters because a professional business needs to look professional. If your logo looks homegrown, your business will also look cheap. Your logo will be the face of your company for many years to come and it's usually the first impression customers get of your company/products and that impression effects their purchasing decisions. Remember also, that your logo will be used everywhere— from your business cards to the side of your trucks. A logo designed in Microsoft Word will limit creativity, nor can it be saved in formats that allow the design to hold it's integrity for multiple messaging needs, such as small business cards up to signage. That means you'll more than likely wind up paying down the road to have it redrawn in the required formats. A novice also usually doesn't have the experience to know that certain design effects available in some software programs will never reproduce well for certain applications. Once again, reprints and design modifications will lead to added expense and perhaps even necessary variations in the original design .
A logo should also be distinct and customized for your business. Logo contests and low end logo designers don't take the time to research before they design to find out about the client, product and competition. As a result, their work is typically plagiarized graphics that are generic and cliche. No matter the industry you're in, it's no doubt competitive if not completely saturated. That means that your logo has to differentiate your company from your competitors and embody everything you want your business to stand for.
Consider also, that even if your have a flair for design, don't underestimate the time it takes to craft a memorable design. Logos aren't created in a vacuum and the creative process and research don't take just a few hours. As the owner of a company, you no doubt have many important undertakings that require your time and attention. Probably designing a logo isn't the best use of your time and talents.
So does this mean you should fork over an obscene fortune for a professional logo? Don't break the bank, but splurge a bit and think twice before advertising your business with a low quality logo. Save yourself future headaches and costs by considering also that a professional does this for a living and knows what works and doesn't work for clean reproduction purposes. Watch for our upcoming articles on logo pricing and also learn what deliverables you should be walking away with when you pay for a professionally designed logo.