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 an organization. Therefore, much care and consideration should be given when creating a logo to represent your business. A simple Google search will put numerous design options at your finger tips. Many of which are appear to be affordable options for a small business in the short term but, in the long term, may come at a cost to your business in more ways than one. 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 much time, research, testing and thoughtfulness to arrive at a design that communicates your brand values and differentiates your business from competitors. Most importantly, consistency in brand identity establishes brand value which improves brand trust. Henceforth, brand trust leads to customer loyalty which has a positive impact on sales. Crowdsourced logo design, while affordable, immediately puts your business and the designer at a disadvantage.
Firstly, the designer does not have the opportunity or time necessary to get to know you and your business well. To create an effective logo, the designer must understand who you are and what you stand for as a business. In addition the this, the 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. Secondly, crowdsourced logos offer too many options leaving you overwhelmed and lacking guidance from an industry professional that eats, sleeps and breathes logos and branding. The branding process is a journey. When a small business goes through this process it transforms how you view your business. It involves an observable shift in perspective from a sales tactic 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 to! 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.