I have written before why I think a logo design is worth investing a little time and money on, but a friend told me something a little while ago that shed a whole new light on cheap logo design.
My friend another freelance designer had recently started working with a new client who unfortunately had already had their logo design done by a cheap logo designer. He had now approached my friend to help with some design work after the problems they had had with the cheap logo. They had basically commissioned someone to do a really cheap logo, they were happy with the design and so had it printed on they stationery, literature and vans. The problem began when they found another local company in the same line of work had a very similar logo. I don’t know whether both logos were done by the same designer, or perhaps two different designers used some logo clip art, or the designer copied the other logo, but either way it was an expensive mistake. The cost of van graphics, literature and stationery could easily outweigh the costs of using a reputable graphic designer who charges realistic prices because they spend time thinking about and designing a logo and not just using clip art or copying designs.
Its a pretty embarrassing thing to be driving a van which looks very similar to your competitor too.
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164 Comments
You know I don’t know why it never occurred to me that a nightmare scenario like that could take place as a result of getting a cheap logo. It makes a great selling point for pricier logos
I had a similar problem like this with my landscape business except my competitor not only copied my logo he copied the color of my trucks.
We searched around for different designers. The one we settled gave us a price for logo as well as website and SEO etc. By bundling their services we thought we got a better deal, and now are really hapy with our results.
Yup this is a hugely frustrating problem. Especially having to use an existing dodgy logo in a client’s project is sometimes heartbreaking. Doesn’t matter how good your designs for their marketing materials are, sometimes you find yourself trying to perhaps tuck their logo away in a corner, scaled down as small as possible. Though more often than not, most clients want their logos HUGE. Why should they have to shout??? Anyone shouts at me, I don’t listen to them! There are simply too many idents out there designed by some guy’s mate’s mate, down the local pub or lodge… on the cheep.
Trouble is, many potential clients don’t understand the importance of good, solid, professional branding. Apart from the recession (there have always been dodgy logos), I think that on the whole, a designer’s professional opinion and insight is generally not perceived with as much credibility to say, for example, the consultation of of a doctor, lawyer, or other so-called ‘respected’ professions.
It would be great if there was some way of making people (business people and marketeers) more aware of the significance of having a logo designed by a professional. A little logo can be the most important symbol of any company that engages any given target audience. It is more than a word or two with a graphic hanging off it; it is an essential psychological tool, for conveying all the correct connotations about any said company.
Anyway, I’ll get off my high-horse now. Just thought I’d vent some
A logo needs to work in multiple forms, this investigation time alone takes time and money (but saves money in the long run) and will protect brand integrity in the future. M.
When we talk of cheap we’re basically talking about research time and design talent!
Creating an effective logo should involve meticulous research in to the clients industry and using this knowledge to create a logo that sums up exactly what the clients business does and make it stand out from the rest! That’s what really takes the time and needs a good budget.
Hi Paul
I think thats the thing people don’t realise – the amount of thought behind the design.
Thanks for your comment.
You not seriously suggesting that some of those ‘logos’ by the big London design firms took for example (and they shall remain nameless) in one case 1 million pounds worth of reseach, when in reality they all sat round the day before the clients came in and did some doodles….
Hi Quicky
I am sure that happens too
. Everyone does a bit if research but yes I do think sometimes the prices you see paid for logos is ridiculous. My first job was working in the marketing department of a college (about 18 years ago), after I left they commissioned a logo and corporate dentity guidelines from a big agency and apparently paid £40,000 for it, which at the time was probably about 3 or 4 times my years wages.
The thing was I warned my friend to research and think about her company so that she can come up with something original. She agreed with me, but the thing was she didn’t want to spend the money hiring a graphic designer, so she ended up hiring somebody through an ad. What happened was that the person’s portfolio was phony. It was pictures from the internet and other people’s creativity. This person knew the basics of the software, but wasn’t good at it. Later, she ended up seeing her logo in the internet for some company overseas. In a hurry, she took her logo down and had to start all over again. She never got in contact with the designer. I hope your readers can understand and learn from your article.
I would agree that you get what you pay for with most work, not just logo design. The art of logo design can be a (excuse the pun) drawn out process with many iterations of the same or a similar design which can take a good deal of time, especially when the client can change their minds along the way.
I used to work as a graphics artist for BellSouth and you should have seen some of the stuff clients would want us to put in their ads. They thought if they got a picture from the web, it was a okay to use…amazing!
Hi Smileys
I have been there too.
Thanks for your comments
Tara
Great article – your logo is the first thing your potential clients will see – so vital that although you don’t have to invest big money in it, it does have to look at least half good – i.e. no comic sans and definitely no clip art!