Your company logo is an icon that represents who you are and what you do. It is “a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc.” per the New Oxford American Dictionary.
Your logo is the first look your potential customers or clients will have of you. It will be repeated over and over again on websites, packaging, e-mails, business cards, advertisements, fliers, brochures, etc., for years to come. The actual value of a logo is hard to judge.
Have you ever looked at a building and seen an ugly or unprofessional logo and been turned away from the business? Did you perceive that company as serious?
Think of your favorite brands of clothing, food, shampoo… do their logos convey professionalism so that you can trust they are the real deal?
I once was told by an old and very wise logo designer, that if it takes less than 10 hours to design a logo, you’re not there yet. The quality logo is iconic, simple and clever. The good designer will research the profession of the company he is designing the logo for until he is living and breathing it. He will tear through pages and pages of sketches trying all possibilities to convey this company at its purest form.
A good logo must be simple, versatile, appropriate, timeless and memorable. Take a look at these two logos below. Which do you think has all of these attributes? Which doesn’t?
The NBC logo is definitely simple, it can be used with or without the “NBC” below, the variety of colors highlight the network’s color programming (from the 1950s, when color was still new), it doesn’t feel dated and anywhere you see this logo, you will for sure know that is NBC.
Now, take the Cobra Pest Control logo. At first I found it difficult to see what is sitting on the “C,” if it were to be turned a different color you may lose the fact that this is a snake, the font is a very dated and overused ’90s font and because of the confusing “C,” it really isn’t memorable except for being confusing.
We hear some clients ask to just quickly “whip out a logo” in an hour. But, do you know that a “quick and cheap” logo will be more expensive in the long run?
So, next time you want to hire a cheap logo designer, think twice and really ensure you are investing the time and money into a timeless logo instead of just a “quick fix.”
I hope this has been enlightening.
- On June 27, 2017
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