Read the latest about Imagery clients and our perspective on the world.
Words of Advice - Be Wary of Cheap, Online Logos← back
Top Three Reasons You Should Be Wary of Cheap, Online Logos
Okay, entrepreneur, you’ve chosen the name of your new business. Congrats! Now you are ready for a logo to help identify your brand in the marketplace. While searching online, you come across some prefabricated logo sites that pitch, “Get a custom logo design for just $99.99 in just one day!”
Sounds incredible, right? Especially, for small business owners with small budgets – which is why these sites have increased in numbers over the years. Unfortunately, there are some major flaws beneath the cheap prices and pretty creations that can negatively impact your brand. As the Creative Director for a marketing company, these are my concerns with prefab logo sites:
NO RESEARCH OR STRATEGY - Research is a vital part of the logo development process. In order to create an identity that is aligned with your brand, more is needed than knowing the business name and what they do. If you own a Pizza Restaurant, a designer could easily select a fun font for the business name, slap a pizza slice next to it and call it a day. That is what I call cheap, poor design. In truth, doing the research can take just as long as creating a logo. It is important to understand what a company does as well as how, why and for whom in order to create a meaningful connection between the customer and the brand.
• How are you different from your competitors?
• What is your brand’s promise to your customers?
• How do you see your brand in the marketplace?
• What are the long-term goals of your company?
These are all questions that require research from the designer. True design is about creating a solution to a problem. It’s surprising to me how many businesses will spend big dollars on marketing their brand, but don’t take the time to invest in their logo. Your logo is a visual cue to help people identify your brand and communicate your brand’s message and personality through type, shape and color. A legitimate designer knows that research is key to a logo’s success.
CARBON COPIES - Ever wonder how these online logo companies can whip out logos at such a quick, affordable rate? Over time they build an archive of logo concepts and artwork that they can pull from to cut down on design time. As a result, you get a logo puzzled together from old work that looks the same as everyone else. Sound enticing? In order for your brand to thrive in today’s marketplace, your logo needs to be unique and accurately reflect your brand’s personality. Otherwise, you will get lost in the crowd.
IDENTITY THEFT - Wouldn’t it be horrible to find out that you purchased a logo illegally? Especially, after you have invested so much in additional marketing materials, signage, website and etc. The copyright laws and guidelines on some of these online logo sites are very broad and subjective at times. There have been reports of designers re-purposing other designers’ work and selling it as their own. With the popularity of crowd sourcing sites, anyone can call themselves a designer and upload logos to these sites. Is it worth playing Russian roulette with your company’s identity? Make sure you know and trust the designer of your logo.
In the end, I know cutting costs is an important part of running a business. Just be careful when it comes to your brand. The customer/client determines what a brand is by the experiences they have with the brand and the feelings they take from it. Your logo is the first thing they will experience. Make a good first impression from the start.
-Tim Holdmeier, Creative Director