Last year’s blog about Visual Identity explained that branding involves more than just the logo design. This has prompted discussion about logo design itself. What is logo design? What isn’t logo design? Why does a business need a brand and not just a logo?
What is a Logo Design?
A logo is a design symbolizing your organization. Therefore, much care and consideration should be given to creating a logo that represents your business. A quick Google search will put numerous design options at your finger tips. Many of which appear to be affordable options for small businesses in the short term but. However, in the long term, may come at a cost to your business ultimately impacting sales. To put it simply, all logo designs are not created equal.
Crowdsourcing is bad for Branding and Design
When you hire a studio, agency or a dedicated freelance designer, you are paying for more than just the time to design a logo. Branding is essential to a well designed logo. It requires time, research, testing and thoughtfulness to arrive at a design that communicates your brand values and differentiates from competitors. Most importantly, consistency in brand identity establishes brand value which improves brand trust with your customers. Customer loyalty has a positive impact on sales. Crowdsourced logo design, while affordable, immediately puts your business and the designer at a disadvantage.
Why Hire a Dedicated Logo Designer?
Firstly, when you crowdsource a logo, the designer does not have the opportunity or time necessary to get to know you and your business well. In order to create an effective logo, the designer must understand who you are as a business and what you stand for. Secondly, the crowdsourced designers that are not selected from the pool just spent numerous hours creating a logo for absolutely no pay. So, hiring a dedicated designer is not just better for your business, it also supports fair work and pay in the graphic design industry. Thirdly, crowdsourced logos offer too many options leaving you overwhelmed and lacking guidance. Dedicated logo design professionals eat, sleep and breathe branding. That branding process is a journey. When a small business goes through the full process it transforms how you view your business. There is an observable shift in perspective from sales tactics to an emotional connection with your customers.
We recently collaborated with Mama J. Love Consulting to create a logo and website. We enjoy our integrative and collaborative approach to logo design and you will too! Contact S2P Studio to setup a consultation.
“Just do it.”
Pictured Below Left: Nike’s logo is the swoosh. It’s a nice clean simple shape that represents motion and speed. Pictured Below Right: Nike’s marketing is not just about selling shoes. It’s about promoting a lifestyle and an attitude. Their brand is so powerful it inspires an extremely loyal customer base. Staying true to their values as an organization has not just maintained but increased brand trust. For instance, their hero persona spoke to female empowerment with a Serena Williams ad and also supported the activism of athlete’s with the Kaepernick ad.