If you have a computer and some fonts, you can design a logo…technically. We have seen that time and time again as the starting point for many businesses we have worked with over the years. A personal favorite of mine was when a client said, “my friend’s daughter was taking an art class in (high)school so she designed our logo.” What could a high school student possibly know about the business, the market or the competition that the business would have? These are important things to consider when designing an effective logo, rather than just designing through tunnel vision to come up with a logo.
Allow me to save your company time and money…avoid traveling that road regardless of the size of your business.
The logo you choose becomes the immediate face of your company. It sets the stage for your brand in the minds of your customers. If your logo does not properly define your company, its attitude or its brand then you may as well not have one. In our opinion, that can only be accomplished one way: by spending time with our client (at their business if possible), researching their market, understanding their competition as well as their target audience. We work from the inside out to educate ourselves about a business BEFORE putting a single pen to paper on the logo design. We do not merely design a logo for our clients…we become strategic allies with them.
There is a great deal to be said about experience when it comes to logo design. Even within our studio walls, young designers make classic mistakes. It is crucial to not “over design” a logo. There are many technical aspects that need to be taken into consideration when designing a logo. How will it be used during its lifetime?…business cards, signage, brochures, web, etc. But what about speciality items like embroidery, cut vinyls or silk screen? In those situations, color gradients or multiple colors may not be an option. In addition, a logo design must work as effectively in color as it does in black and white. Logos must work in all situations in order for a company to successfully promote itself.
Hopefully, this gives insight into why anyone with a computer and some fonts should NOT try to design their own logo. It’s far too important to your company brand and visual brand. Oh and by the way…those are two different things. 🙂
Until next time!
Author: Shawn Honea