Cheap graphic design seems to be the new craze everywhere but I want to talk specifically about logo design because this seems to be the number one thing business owners and entrepreneurs seek out when starting a new venture. Those that are choosing to go with dollar logos ($1, $5, $20 it’s all the same) seem to fall into these categories: those that underestimate or don’t understand the importance of having a strong brand identity and those that are cheap or don’t care.
I love talking about the logo design process but for the sake of this topic I rather tell you what doesn’t go into designing a $1, $5, $10 even $100 logo from these cheap design and crowdsourcing companies.
First let’s start with what I think is the most important thing and that is getting to know the client. As a professional it’s my job is to pick the client’s brain and get to know why they started their business and what are their goals today, 6 months from now, a year from now, even 10 years down the road because a good logo needs to withstand the test of time not just what is trending now.
I need to know the business’s target audience and their competitors and what makes them different. If a designer doesn’t know anything about the client and their business then they are just designing a pretty graphic that will not do anything for them but maybe give them temporary satisfaction (Shiny Object Syndrome). It is also important to know where and how the logo will be used because that can make a big difference in the design and layout.
If the client is particularly fond of a design style I will work with them to make sure we are on the same page. After the brief I get to work and start coming up with sketches and ideas on paper. Starting off on a computer is a big no-no among graphic designers something these bargain designers always do and why their logos look the same (an abstract or generic element with text next to it).
There is a lot more that goes into designing a logo but it can get cumbersome so I will not go into details about the rest. Let’s fast forward to client receiving the perfect logo and it only took 17 hours! wooohooooo! Ok it’s not always that long sometimes less sometimes more but the point I am trying to make is there is a lot that goes into designing a logo that right way and not a lot into designing a logo from the dollar menu.