Okay, so you’re in the market for a graphic designer to help out with your business. And by the look of things, you obviously have an internet connection with a myriad of options and related costs, making it tempting to go with the quick and cheap. But wait; there are a couple things you need to know before you venture into the nebulous design industry. There are a few misconceptions to clear up first.
“I can have my brother-in-law’s plumber’s niece’s baby daddy do my logo. He’ll do it for $50.” At first, this is a very tempting offer. But let’s put it into perspective. If you want to get your car painted, do you A: go to a professional shop where the people there do it every day, or B: clear out Wal-Mart’s inventory of spray paint and make a weekend of it? Exactly.
“There are websites that sell logos for $79. A logo can’t be worth much more than that.” Any logo you get from the internet will do very little to represent the individuality of your company. It will, however, look a lot like everyone else’s logo, so, if you’re a lawyer, expect to have scales in your logo. If you’re a carpenter, expect a hammer. A perfect example of an ambiguous (and, in this case, inappropriate) logo can be found here. If the time isn’t taken to learn about who you are, there will be no you in the logo. And I tend to place that at the bottom of things I would like to have happen to me, right with being hit by a bus or set on fire.
“I could just do it myself. A professional logo isn’t important in my line of work.” This is a popular one. If professionalism isn’t a requirement in your business, then I agree – you don’t need to look professional. Considering that those industries are very limited; if your company only manufactures after-market passenger-side door handles for 1980 Monte Carlos, a logo won’t necessarily offer measureable growth. Chances are, however, that you have competition and they are looking for an advantage over your business. You should probably do the same.
The number one reason for avoiding a graphic designer to create your logo is always cost. True, it is an investment, but let’s put it into perspective. Think of the attraction that potential clients will have to that image, and the advantage you will have on your competition and their less-than-appealing image. That’s where it hits your bottom line. A professional job will make a difference that you can notice, as every successful business you can think of knows. A poorly designed logo will make a difference too, but that’s not the type of direction we want to go, is it?