There’s a ton (too many) websites out there telling you that you can design your own logo. Or telling you that you can buy a logo for ridiculously low prices (fantastical, really) starting at $5.
But if there’s one item I know for a fact you shouldn’t try to DIY, it’s your logo.
So today I’m sharing some thoughts on the merits of hiring a professional for this specific type of design. Just to be clear: that professional doesn’t have to be me (but I am available should you wish to book a consultation!).
Here’s four reasons why you should hire a professional graphic designer to design your logo.
1) Technical know-how:
A graphic designer has the skills and experience to advise you on appropriate sizes for different media, what software to use, what colours are difficult to reproduce/replicate time after time, shifts in colour, etc. In short, they can advise you on the many technical items you probably have never thought about–from font choices to paper stock.
A good designer will actually take some time to learn about your industry and your competition–in addition to hearing about your business and your specific needs.
A professional can tell you whether a specific idea you’re “married to” is a good one or not. A good designer will make recommendations while steering you away from industry clichés. Your designer has no personal stake in imagery you love or wish to use; that puts him/her in a better position to advise you whether “regular” people will be able to recognize and connect with your logo and identity.
4) A graphic designer actually has training.
Yes, we actually do know what we are doing, and we have gone to a real design school! Even better, a “real” designer uses legal, appropriate software that can be used in any media–whether your logo is to be 10 feet tall or 1/4″.
And just as a designer brings a great deal to the table, there are some things he/she also will not give you:
- A logo masterpiece in 3 days. I have yet to meet a professional, qualified designer who can design a logo from scratch in three days. First, the creative process simply isn’t that fast. Second, there is bound to be some feedback from the client which results in tweaks and corrections-which translates to a few days.If your designer guarantees he/she can deliver a logo in three days then they are simply buying a stock logo and upselling it. There isn’t much wrong with that, as long as you are aware that you won’t be receiving custom artwork.
- An industry cliché that’s been done over and over. How many lawyers out there use the scales of justice as their “logo”? Or the thousands of dental offices that use a molar caricature as theirs? And let’s not forget the many real estate agents that use a roof or outline of a house as their logo.
- Exactly the image you wanted as a logo. Let’s use a butterfly as an example. Let’s say you asked your designer to specifically create a logo using a butterfly image. But you’re a personal injury lawyer. It’s a pretty safe bet that your designer will at the very least question your choice, since there’s very little link between butterflies and personal injury lawsuits. A good designer doesn’t simply give the client what they “want.” They strive to design logos that work and will attract the right target audience, while conveying an appropriate message.
And those are some of the reasons you should consult a professional to design your logo and brand image. I’m sure you are very creative and you have an eye for this sort of thing…but unless you’ve got some solid design training behind you, it’s unlikely that you will have the time or skill to create a logo that can really represent your business accurately.