For the same reason that you wouldn’t show up to a job interview in flip-flops and a t-shirt (I hope), a logo shouldn’t look like it was an after-thought or low-priority item. It’s simple: A logo is a first impression.
Nothing breaks my heart like a business that has relied on stock logos to represent their company. They all come to learn (whether directly or indirectly) that the benefit of an “inexpensive” logo certainly doesn’t outweigh the costs: a chronic case of lack-luster customer appeal and a non-memorable, generic brand image. Just another company… not a brand.
Computer-generated logos simply can’t propel a brand through the competition to impact their target audience.
That’s why I’m here: to exemplify the benefits of a graphic designer. Just like the smile on my face or style of my hair says a lot about my personality and attitude, brand logo designs represent the brands’ personas. Logo and brand are inalienably associated with each other. A logo must be striking, memorable, and iconic; logos lead to an emotional connection that attracts and inspires consumers. And the best way to attract humans? A human-designed logo.
Consider the following reasons for why designing a brand logo that is customized and unique to the industry, and to your brand, is invaluable.
Reason #1: Your First Impression Matters
Not only should a logo be creative and intriguing, it should represent all of the elements of your company. Your logo is a symbol that characterizes and describes your brand by incorporating the theme and nature of the business, and its mission and vision.
Why, exactly, is a stock generated logo costly to your company? The aforementioned description of logo “must’s” is a tall order to be answered by five one-way questions prompted by a stock-logo site. A good graphic designer does a lot of research, and asks a lot of questions: they think about best-in-class brands, the psychology of the design, perform a target market analysis, and seek elements of differentiation. Most importantly, you’re able to talk to them, and give the designer a feel for what your brand “is,” which can then be refined through rounds of logo choices to generate the absolute perfect logo. Technology is great, but people still crave an emotional connection, which calls for a graphic designer who understands.
A strong designer will assimilate a comprehensive strategy for a logo that will differentiate your company from its competitors. Well-developed logos are captivating and sophisticated, and communicate your value proposition without saying a word. In order to achieve those ends, there is no replacement for a conversation between brand and designer.
Reason #2: There’s More Than Meets the Eye
In order for a logo to be strong and impactful, it must catalyze the correct interpretation. Quite often, logos are misinterpreted because the link between business and logo is misunderstood. This is where strong creative skills are fundamental to design: there’s much more to a logo than meets the eye.
A graphic designer spends the majority of their time researching concepts and developing ideas before they even embark on creating a symbol. The designer incorporates psychology into every element of the logo. Behind each shape, color, position, font, size, layout, and combination – there is a reason. A designer designs logos in order to achieve the emotional impact of your brand.
A quick dose of professional logo design potential: Sharp straight lines will create a more succinct and disruptive interpretation, while circles and smooth curves create a much softer, lighthearted, and airy impression. Blue ignites trust and loyalty, and red typically radiates energy and confidence. Some fonts have a corporate feel, some are fun, and some are both. Others are inviting, or symbolize premium and refined brands. And still, others are traditional, modern, or smart, and everywhere in between. These few elements are only the beginning of the power that a designer has to personify your brand. Design is a language, and the computer program is not the translator.
Reason #3: Less is ALWAYS More
Although a logo must accurately represent a company, conceptual creativity is fundamental. If you’re a locksmith, maybe a symbol of a lock or key isn’t the right symbol for you. The question to ask is what makes you different from the rest of the industry? The most powerful logos today are simplistic and clean cut, yet indescribably impactful. Think about the Nike, Apple, or Disney logo: the idea is simple, but the message is strong.
Oftentimes, companies have so many great ideas, and they want all of those ideas to be represented in their logo… DON’T DO IT. The first step is an attractive and appealing logo: pristine, sharp, unique, and something that is emotionally synonymous with your brand identity. Then, the association between brand and logo can form: less is more. The logo doesn’t need to be cluttered or overwhelming, for risk of being forgotten or misunderstood. The best way to communicate brand personal and value is through a creative and conceptual logo that is artistic, inspired, and in effect, powerful.
Now before the list gets too long, feel free to reach out for more logo-chat. We’d love to hear your perspectives and goals.