I’m going to be brutally honest. Hearing the words, “Oh, I already have a logo! My _______ (son, daughter, nephew, milkman) made me one in Powerpoint (or gasp, Word),” fill me with dread - every time - for two crucial reasons. First, good, professional logos don’t happen in Powerpoint, or Word. We'll get to that in a second. Second, you’ve got an emotional connection to a logo that doesn't necessarliy represent your brand. It's like that old t-shirt you keep around that has holes in it, but you can't trash it because you've had it since the "good ol' college days." Everyone else looks at it and sees a holey t-shirt that needs to be thrown away.
Logo design requires an expert. A professional designer is going to listen to you, gather ideas, research your competition, and create a logo that clearly communicates your message. Equally important, you’ll get a logo that works in all sorts of real-world applications and sizes (think websites, brochures, business cards, large signs, baseball caps). Believe it or not, a logo is not one-size-fits-all. Have you ever seen banners or signs with blurry images and graphics? It's because they were sized appropriately. That winning logo will also be provided in the correct format(s) for your website designer, printer or promo company to work with.
Here are three (of many) reasons to use a professional designer:
1. Save Time (And Money)
You are running a business. On any given day, you're probably tracking finances, working on new business, hiring and training staff, and wearing 20 other hats that have you pulled in many different directions. Sure, you can download Adobe Creative Suite and start watching YouTube tutorials, but a firm that is solidly rooted in the fundamentals of design is ready to design that logo in a fraction of the time. AND, it’s going to look better. AND, it's going to be formatted for use across many applications, so you're not left scrambling when a printer asks for a size or format that you don't have.
In terms of cringe-worthiness, the online logo you bought from some firm outsourcing to low-cost designers across the globe is second only to the logo your kid designed for you. Trust me, those guys don’t know your business, your clients, or your competition. You are going to get a cookie cutter logo that won’t get you noticed. You're better off going for that made-from-scratch standout to elevate you above the competition.
3. Solid Branding
Your logo is the cornerstone of your brand and its message. All of your messaging will be built off of that logo – so it’s definitely not the time to skimp or cut corners. A good designer is going to listen to your ideas and craft your vision. The final product will be worth every penny (which you saved in time).
We've got plenty of reasons why working with a professional designer is key. Coming up soon...how to find that design partner that nails your concepts the first time. In the meantime, have you ever had a design need where you regretted not hiring a professional graphic designer? We'd like to hear your stories. If nothing else, share for a good laugh!