Logo design today is highly underrated. In a world of millions of logo templates and cheap pre-made logos available at the click of a button, the misconception that there is no need to hire a professional designer is more prevalent than ever. So many people don’t understand how important a quality logo is and how valuable it is to their business. The cost of a logo often becomes the main focus when people first begin looking into getting a logo designed, but a logo should be thought of as an investment. Just like all other elements purchased or needed to help build or grow your business, a logo design should be looked at in terms of ROI . Looking for the cheapest deal and cutting corners on something that is the foundation of your visual identity will only end up costing you in the end.
Here are some reasons you shouldn't skimp on logo design:
Cheap logos are cheap for a reason
When you go cheap with a logo you will get what you pay for – a cheap-looking, generic mark. A $5 logo designer from places like Fiverr will take minutes designing a logo for you, most likely resulting in a poorly designed, cut and paste logomark with little to no regard for layout or typography. An experienced designer will spend days and usually has a design process that involves discovery, research, development, presentation, and revisions. This is important because through the intricate design process, a designer or design team is able to develop a personal relationship with your brand resulting in a logo that really speaks to who you are.
Here comes a lawsuit
Designers on these online low budget logo sites have been known to simply steal other people’s designs and pass them off as their own. This is a huge risk to take in starting a new business, you could easily find yourself in a legal battle costing you even more money, not to mention embarrassment and credibility.
Consider how you will use your logo
When your ‘masterpiece’ logo is delivered, you might find that you have to pay more money to receive it in a usable format. A professionally designed logo should always be delivered in a range of file formats as well as color variations. It’s also important that a logo is scalable so that it can be readable and impactful whether it’s being printed on a business card or displayed on a billboard.
Brand values are neglected
A logo should always represent your brand values, so that when people see it, their understanding of your brand will be strengthened. When a logo is created at a cheap price, it’s likely that no time has been put into understanding your brand’s purpose and getting to know what your brand stands for. You want your logo to communicate your brand’s personality at a glance.
You may get too big for your britches
If you are starting a business or currently have one, your main goal is for the business to grow. One of the worst situations to be in is for your logo to not be able to grow with you. An effective logo should be timeless and an experienced designer knows the right steps to take to ensure the longevity of your brand identity.
Ultimately, I’m NOT saying it’s necessary that you spend a fortune on a logo. The range of logo design prices out there covers a broad spectrum, and it can be very confusing to know what is reasonable. It’s important to stay within your price range and pay a price that makes you comfortable, but you must understand that your logo should not be an afterthought. Your logo is one of the most important visual assets your business should ever have, and it has the potential to make or break your business. Finding a designer or agency that is willing to put legitimate time, creativity and energy into your brand will be worth it in the long run.