Logos today get no respect. Punch in logo design on Google and you are inundated with companies offering designs for the price of a latte. Why shouldn’t you download one that has your favorite color, pay online and be done with it already? Many don’t understand how valuable a well-designed logo is to their business, why it costs more than a latte, and why logo design is not something you should take lightly. This is why I feel compelled to outline some very important facts that will hopefully clear things up.
What is a logo anyway? Wikipedia defines a logo as: {a graphical element, (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo’s design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority.[1] The logo is one aspect of a company’s commercial brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other non-commercial entities.} With such a huge list of responsibilities, it is surprising to me that anyone would consider purchasing cheap logo design, creating one themselves, or not having a logo at all.
A professionally designed logo should possess all of the following attributes:
- Be descriptive.
- Be memorable.
- Be unique from competitors.
- Effective without color (black and white only).
- Be scalable (readable in various sizes and media).
- Create recognition.
- Communicate product or service’s message and personality.
- Speak to the audience.
- Create credibility.
To help visualize the difference, I will compare a cheap logo design to a professionally designed logo. Here is an example of a cheap logo design:
Does this logo possess all (or any) of the qualities described above?
Here is an example of a professionally designed logo and ask the same question.
Can you see the difference?
Why are these logo designs so different? It’s all in the logo design process itself. Professional logo designers have a well-tested, clearly-defined process that involves several steps beginning from research to the final product. Banana Creative’s logo design process consists of:
- A consultation with the Client to get a background of the company, product and/or service.
- An interview with the Client to review questionnaire.
- Research the industry, company, history, competitors, etc.
- Sketch concepts.
- Reflection to let ideas mature and receive feedback from others.
- Selection of ideas to develop and present to Client.
- Development and design.
- Presentation to Client.
- Incorporate feedback of Client (usually 2-3 rounds) and incorporate color palette.
- Finalize design.
- Develop and deliver color and black digital versions for Client.
Is it now clear why a logo design should cost more than a latte? Do you agree that a logo should involve more than point and click?
© Copyright 2008. Banana Creative. All rights reserved. Would you like to reproduce portions of this article? Please contact Banana Creative for permission.
