Why a logo doesn't cost $5
If you google logo design you get over 900 million hits! Some of the top resources all include free logo maker, free logo design tools, or how to create your logo for $5. I’m sure everyone is aware that we’re in the middle of a DIY culture, where every industry is feeling the implications of people who are looking for cheap and fast resources.
Design can be expensive, but it will also give your business value and returns your money ten-fold.
I’m a member of some amazing facebook groups that help other small business owners navigate this industry we’re a part of. More times than not, I have seen promotions for Fiverr, creating your own logo, or finding DIY resources to do so.
I could easily create a logo in five minutes. Will it represent the brand? Will it attract their ideal client? Will it encompass everything the business is trying to express? That would be a big fat no.
Good design takes time. It takes hours of practice, training, learning, and researching. It’s not something you can learn in an afternoon and expect to work.
Why doesn’t a logo cost $5?
That would be because of the process. A trained designer has a process that involves research, sketching, editing and reflecting.
One of my most important steps in the design process is the branding questionnaire. Countless hours have gone into creating that document, formulating the questions and refining after each project. These questions touch on everything from business goals, an audience profile, and words that describe the business and client. I use every single answer from these to craft a logo and branding suite that matches what they do and their dreamy clients.
If you DIY your brand, you’re missing all of that valuable information and most likely, you’ll end up with a brand that doesn’t speak to your audience, and won’t grow with your business. Hiring a designer can be scary if you’ve never done it before, but it will put your brand on a whole new level, allow you to look professional, and increase your sales.
You’ve been in business for a few years and quite possibly DIYed your first logo, or got your best friend's sister who had photoshop to make it for you. But business has taken off and it’s now your full-time job. You feel like your brand just doesn’t fit you anymore, and it’s time for a new look.
Now you could go one of two paths.
You log into Fiverr, craigslist, ODesk, or any of these kinds of sites. You put up a posting and the designs come pouring in. You buy a logo that you really like, and start using it right away. But like all businesses, you grow, expand your offerings and products, and once again you’ve outgrown your logo in a short period of time. Now you’re back at square one looking for another designer.
You search for a designer that fits your style, you’ve scoured over their portfolio on more than one occasion and you’ve finally bit the bullet and sent them an inquiry. After a consultation where you talk about your business, future goals, and who your customer is, you get a worksheet which helps you dive even deeper.
Your designer takes you through their process creating a mood board, a client profile and first round of logo designs. You’re over the moon, the design is better than you ever dreamed of. At the end of the project, you not only walk away with a stunning brand but also all the materials you need to do business with, such as a business card, worksheets for you clients, social media images etc. And as like all businesses, you grow and expand over the next year. But this time, your logo still fits because your designer took the time to get to know you and your business.
As you can see there’s time and effort that goes into crafting a beautiful and effective brand. That time, energy and expertise are why you hire a professional designer.
Which path would you choose?