5 Reasons Why You Shouldn’t Go Cheap On Your Logo Design
Originally found on: https://www.forbes.com/sites/ajagrawal/2017/03/08/5-reasons-why-you-shouldnt-go-cheap-on-your-logo-design/#7126e0bf144e
There’s a certain magic to telling a story without even saying a word. When you think about it, we’re not only talking about catching someone’s eye, but having them digest emotion, personality and passion…all in less than a second.
Now, while this may sound like a near-impossible task, a great logo serves that exact purpose.
It’s the flagship of your identity, where a relationship with your customer begins and follows along through their entire journey with you. And like any worthwhile relationship, substantial investment is needed. After all, a bad brand could mean that bond may never even form.
First Impressions Are Important
On average, you only have about two seconds to show someone what you’re about. They need to not only see a sense of energy and personality but a picture of the setting your brand lives in.
Take Jon Contino’s revamp of American Eagle’s logo for example, where he wanted to create a sense of freedom via nostalgia:
“The inspiration came from the American culture that most people don’t think about. Stuff that we might take for granted. I wanted to focus on the time we spend as kids getting into trouble: running around the neighborhood with friends, getting lost in the woods, making fires on the beach. Whatever we used to occupy our time with in between the world of carelessness and responsibility.”
He creates a clear first impression for the individual at hand, but also for the type of community that they want to be a part of, which brings us to our next point…
This Is A Symbol Of The Culture You Want To Cultivate
It goes without saying that the best form of advertising is word of mouth. Whether it’s a customer that’s absolutely in love with your product or a company you’ve collaborated with in the past, one of the goals of building successful traction is having other people be an evangelist for your brand.
As Kimberly Whitler points out in her article Why Word of Mouth Marketing Is The Most Important Social Media, consumers are 92% more likely to trust the recommendation of friends and family than all forms of advertising.
So, if we see a friend wearing one of your T-Shirts or rocking a sticker on their laptop, wouldn’t we want to know what it stands for? A successful logo represents their personality as much as it does your brand’s. They’re not only fans, but also a part of your culture and that’s a powerful thing.
Separate Yourself From The Rest
A strong logo is your chance to rise from the herd. Beyond just choosing a powerful typeface or symbol, a growing trend is the use of hand-drawn illustration. As designer Daniel Liete notes in his interview with Deluxe:
“A custom illustration gives a logo a more detailed, animated or complex look than an icon-based or a font-based logo. If a company would like a mascot to represent their brand, then an illustration is a must.”
This gives the opportunity for not only a one of a kind piece but to be the sole owner of a character. Granted, this can be a challenge in hitting the mark with identity, but the reward is exponential in terms of recognition.
No Matter How Big Your Business Gets, Your Logo Should Be Along For The Ride
Whether it’s on a local, national or even international level, your identity needs to be understood. As explained in How To Expand Your Startup Internationally, expansion relies heavily on clear communication of not only how to bring people in but what your product actually does. Plus, it’s no coincidence that some of the most powerful companies in the world are some of the most powerful brands as well.
Make It Worth The Space It Takes Up
That phrase takes a page out of advertising legend David Oglivy’s playbook. After all, this thing is going to be everywhere…on your website, your t-shirts, your stickers, your flyers, etc. Any place your business is, your logo will follow. So, make it worth it.
It has to tell a tale. It has to make you ask questions. It has to create a feeling.
Once you’ve accomplished that, you’ve told a story without even saying a word.
Written by AJ Agrawal