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.

1. 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.
2. 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.
3. 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.
4. 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.
5. 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!
6. 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.