Why You Shouldn’t Design Your Own Logo
Most small business owners are eager to save money and avoid unnecessary expenditures whenever and however possible. This is especially true during the Covid-19 pandemic as so many of us reinvent our businesses to accommodate stay at home and social distancing guidelines. But, when it comes to branding your business, there are certain features you don’t want to bargain with and your logo is one of them.
Take a look at these reasons why you shouldn’t design your own logo.
A Picture’s Worth a Thousand Words
A cliched expression, but one worth remembering when it comes to discussions about why you shouldn’t design your own logo. Bear in mind that your logo is more than just a cool or fun image representing your business name. It’s a signpost that signals important information about your brand. DIY logos might not reflect the level of professionalism or expertise you want associated
Vague or confusing logos do absolutely nothing to support your brand.
Case in Point
A few years ago, one of our colleagues learned a lesson after her new business logo sparked more questions than clarity. At the time, her company was called Cast Iron Content — the idea being cast iron represents iron-clad strength. The promise was to deliver rock solid content for her clients.
The logo centered on a cast iron pan, with the handle facing upwards. The middle featured the nib of an old fashioned quill pen. The idea was to represent the strength of cast iron with the artistry of clever content creation.
The result called to mind the Magic Eye books — collections of optical illusions that challenge the viewer to determine what exactly they are looking at. In this case, clients assumed the logo was some sort of crustacean. See for yourself.
Don’t Challenge Your Clients
Read: avoid Magic Eye comparisons at all costs. You want your business to be memorable and top of mind when your product or service is needed. A strong logo that stands for what you offer can help ensure that your business is recalled with picture perfect clarity.
In other words, there’s a lot weighing on this image and you want to ensure that it captures what your brand is all about.
From a practical standpoint, a DIY logo can prove problematic when you consider all the ways you’ll want to use it.
Ideally, your logo will brand all of your marketing collateral from business cards to letterhead, electronic signatures and any printed materials you might need for conferences, trade shows, or promotional purposes. A one-size-fits-all approach to your logo’s size will not work.
This is especially true with social media — what looks great on LinkedIn won’t meet the specs required by Instagram, for example. Attempting to “fit” your logo into these various dimensions looks unprofessional and sloppy. As with all branding aspects of your business, clarity is key.
Moreover, you’ll want to accommodate anyone you collaborate with by providing the right version of your logo. For example, printers and designers will always request a vector version of your logo. If you’ve never heard of this before, here’s a quick lesson:
A vector is used on larger projects for ultimate clarity. Standard jpegs and png files are too small and trying to use them results in a blurry image. In these cases, your logo might require a redesign as vector art, which will be an additional expense out of your pocket.
Similar to professional website management, professional logo design takes all of these considerations into account, saving you money in the long run. By partnering with a professional on your logo design, you’ll have access to a kit containing different versions of your logo, suited to specific purposes and platforms.
The Strength of Subliminal Messaging
An added bonus to working with a professional on your logo design is that you can collaborate with someone who thinks about logos all the time and has invested energy into researching what works and what doesn’t, from a marketing perspective.
For instance, color theory is critical when it comes to logo design. Research has shown that certain colors immediately signal certain emotions in consumers. For instance, the color red is associated with speed, black is considered professional or high quality, and blue evokes feelings of security.
Sounds simple enough but there is a wealth of research and theories about color and its impact on marketing and consumer behavior.
Depending on your business, you wouldn’t necessarily, for example, want to choose orange for your logo as some studies suggest that consumers equate orange with inexpensive. Depending on your good or service, this might send the wrong message to your client base. However, other research has found that orange aligns with comfort and warmth, with the potential to stimulate feelings of hunger.
Decisions about your logo should be specifically tailored to your business and brand, which requires professional guidance in order to make your vision resonate with a larger audience.
Contact us when you’re ready to discuss a logo designed to put your best business forward.