First off, we want to say we understand.
We get it.
It’s really tempting to get a cheap logo. There’s plenty of services out there that can promise you a logo cheap and quickly. As a business owner, that’s an attractive proposition.
What you miss out on though, is the third corner on what we’ll call the “Creative Services Triangle”.
Most services online own the Fast and Cheap side. It won’t, however, be good. The way that “designers” using these services work is usually something like this: you give them your requirements, they ignore them, and just use a template that they type your business name into. Even worse, they may use plagiarised or copyrighted materials. That could easily end up costing you a lot more.
Your designer friend who works at an agency probably holds the Good and Cheap side. She won’t be fast though, because you’re asking for mates rates and she’s got a full time job to hold down. If you’re happy to run your business on someone else’s schedule, this might be a good option.
A proper design agency owns the good and fast side. It won’t be cheap though, and nor should it be, because your logo is one of the most important parts of your business.
So What Makes a Good Logo?
It’s important to remember that a good logo isn’t designed in a vacuum. That is, colours, shapes and fonts aren’t just randomly thrown together by a designer until it’s declared “finished”. In fact, an experienced designer will let you know that a logo should never be considered finished, because it’s so contextual. Even the most famous brands in the world don’t keep the one logo forever – check out the evolution of these famous logos.
A good designer follows a process. They research your competitors and study their logos so that you stand out. They stay up-to-date on the latest design and visual trends so you look relevant. They understand how to design a logo that reflects your brand and its values, simply and subtly. This takes takes time, and therefore money. A cheap designer doesn’t have either of these luxuries.
There’s a tendency across many small and medium sized business without dedicated creative staff to undervalue creative work. In establishing a business, or rebranding an existing one, a new logo could seem like only a small part of the work required. “It’s just a logo,” you might be tempted to say. It’s just a small box to check, right? Wrong.
Your logo is the first impression that outsiders get of your business. Competing businesses, potential staff members, other service providers, and especially your target market and customers will make conclusions based on your logo. In business, books do get judged by covers, and as we’re fond of saying, you only get one chance at a first impression.
If you’re serious about your business, get serious about your visual identity. A cheap logo is only suitable for a cheap business.