Fast Food Design: Why You Should Invest More Than $5 in Your Logo
With sites like fiverr.com, pixellogo.com, and poxelbuddha.net, logo designs have become a super cheap commodity. But shouldn’t your brand’s identity be worth more than your morning coffee? (The answer is a resounding YES.)
The Makings of a Successful Logo
Successful logo designs are part of a larger identity system that includes graphics in various formats and file types, carefully selected fonts and color palettes, and any other elements that comprise an organization’s visual brand. They typically require market research for brand discovery, brainstorming and conceptualization, and revisions upon revisions upon revisions.
Logos should not only work in a single instance, but they should work well in many different contexts over a long period of time. They should also be original, recognizable, memorable, effective without color, and scalable. Furthermore, they should convey your company’s personality, character, or attitude, as well as a sense of familiarity and credibility.
You Get What You Pay For
When you pay someone $5 for a logo, you’re either hiring someone inexperienced or you’re hiring someone who mass-produces their work, often from templates with generic fonts and clip-art like elements. (You also risk ending up with a logo that the designer appropriated from someone else’s work and passed off as their own, or used stock art and passed it off as original work.) Not much time or attention will be spent on your project because your designer must juggle dozens of other projects at the same time in order to keep his or her head above water. As a result, you’re not going to get a polished, refined, and carefully executed design—you’re going to get a fast food design. (Sadly, these are the kind of incentives you create when prices are driven down to such an extent.)
Buying a pre-made logo that was designed in a vacuum without your specific needs in mind and no consideration for the usage of the final product is just never going to be a good fit. A successful logo design is worth the investment of time and money because it represents who you are to your potential customers. It’s the face of your organization, and it should be customized to reflect the values of your company.
The Bottom Line
A logo is the starting point of your whole corporate image, so hire specialists who will go above and beyond to understand your needs, do the research, and work tirelessly to produce a result that will leave a strong and lasting first impression.