6 Reasons You Shouldn't Have a Logo.
I am constantly talking to clients about logo creation. It happens to be one of the very first things a new business owner thinks of. Is this because he or she knows the effectiveness of a logo or is it because in today's socioeconomic business culture logos are glamorous?Perhaps you are sitting on the fence, unsure if you should begin the logo process yourself. Allow me to dissuade you from making a huge error. I have come up with several reasons why you shouldn't have a logo.
- You shouldn't have a logo simply because someone else has one: Logo creation is a lengthy and sensitive process. A great logo designer is going to take a lot of your time and truly try to get into your target audiences head. If you don't have specific goals and big dreams for your logo, stay on the porch.
- You shouldn't have a logo because you are bored of your current logo: Real logos stand the test of time and don't need to be changed every 5 years. You work hard to build positive brand recognition. If you change that brand, you better have millions to invest in a re-branding campaign.
- You shouldn't have a logo to increase sales: A good logo is worthless without a great product and company backing it. If you have a terrible product and /or terrible service, a great logo will actually work against you. For example, AIG's logo is a big red flag to the public. They will have to spend millions to re-brand.... quietly.
- You shouldn't have a logo if you don't have the money: If you don't have the money, and are not willing to make the investment, DON'T! Logo creation requires time and research. You have to understand the importance and be dedicated to the success of your logo project, otherwise you may settle for a cheaper logo that will cause more problems. (That gets really sticky!) Focus on your customer, giving them what they want – visually brand yourself a little later.
- You shouldn't have a logo if you don't plan on using it: If you are going to spend the time and money making a logo, it needs to appear on everything! It is foolish to create a great new logo and then phase it in "after your old business cards run out" or "when you update your website." Don't confuse your customers!
- You shouldn't have a logo if you plan on improving it later: Your logo will build recognition for your brand. If your customer loves you and your product they will have confidence with anything that sports your logo. If you change it later and get a "nicer logo" you will confuse your customer and deflate that trust. (I would buy ANYTHING with a Dansko logo on it. Seriously...)
Can you think of any other reasons to NOT have a logo? Have you been burned, or know of someone who has, by rushing into a logo project? Learn from those mistakes on your logo project. If you want any of these points expanded, leave a comment and I will be happy to go into greater detail.
Labels: bad logo, branding, good logo, logo creation
posted by justbrady @ 9:00 AM
2 Comments:
Humm. Regarding 4 and 6. I think the "school of design" was similar to "Computer Information Systems" or "Computer Science" in that it trains for a process and systematic approach to projects. Get customer requirements, build spec., test behind the walls, re-test, re-code, test again...then go LIVE!
But I think that times and modes of doing business have changed so rapidly that the older model is far less relevant. I've needed approximately 6 logos for 6 different online projects/companies in the last 1.5 years. None cost more than $250 each. Most were $50-$75. One might say, "Yeah but look at them man" but feedback has only been positive.
The brain power required to "encapsulate our brand and experience into that graphic representation"...about 60 minutes total.
Maybe we just think clearly enough to come up with these things and execute rapidly? Maybe we have ugly and ineffective logos?...but I don't think we've caused problems, customer confusion, lost business, or had any significant detrimental effects from spending almost nothing and being agile...doing what the customer wants...filling a need...getting the PRODUCT out there so it can generate revenue and create transactions.
No one at the Operation Red State launch said, "Boy people...you just took a red map of the USA and put some words on it and that looks bad" They said, "Man you guys really have something valuable here and I want it" Total logo time and cost, 1:52 and $-0 respectively.
You know I love your stuff...but it's fun playing "Graphic Designer Devil's Advocate" :)
DM
Doug,
To simplify your statement, "Why pay lots of money when you can get a cheap logo that achieves the same thing?" Yes? (not sure what you disagree with about on #6)
In a way, you are right! It is possible to spend next to nothing on a logo and hit a home run. Maybe the designer is under-valued or maybe they stumble upon a great logo by accident. To your point, the Nike Swoosh ended up costing a grand total of $35 in 1971.
Professional designers don't accidentally make you a great logo. They deliver every single time. Let's face it, the only thing that separates me from an MLB all star is consistency. They can hit well EVERY time, not just .001% of the time.
As far as the logos goal there are two facets in this case to keep in mind: Outside Use and Inside Use. I believe your concerns focus primarily on a logos inside use.
For outside use, a logo is created to differentiate your company from the competition. A professional designer is going to create the logo based on research and desired result. This is where a pro comes in handy. If you lose sales here, you will never know it. (They aren't going to send you an email saying, "I didn't decide to call you because your logo looks unprofessional")
For Inside Use, it is important to know that once the consumer has experienced your product / service, the logo takes a whole new role. It now serves as a reminder of your company, and an identifier that you endorse / vouch for the product or service it is stamped on. At this stage, the logo design isn't as important. This is why people didn't make the comment: "Boy people...you just took a red map of the USA and put some words on it and that looks bad" They were already doing business with / involved with your organization. So the logo took a back seat to your idea / services.
In closing, my general comment to someone with his objection would be the following: "If you had decided on a professional logo design, how much MORE revenue could you have created? & Could you be doing business with higher paying customers?"
Thanks for your comment Doug! I always enjoy a challenge.
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