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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184 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!
Logos are a hard thing to design. There is defiantly that need to be different and unique to anyone else so you can define your business and stand out from the crowd. Though with more and more companies going via web routes now, logos are increasingly more common making it harder to have that unique design. It stresses the importance of placing time and effort into making your logo right.
Just because a graphic designer is inexpensive does not mean that he or she is bad. There are several offshore companies that do an excellent job on custom logo designs.
Cheap isn’t always bad and expensive is not always better. You have to find a designer that has a body of work that feels right for what your needs are. A good logo is one that you’ll remember, that inspires you to learn more about the company. A dollar figure won’t get you this, but a clear communication and a good relationship with your designer will.
Spending a bit of money is always good where a proffessional job is needed, i did invest in a good designer and paid for it! However, it paid off and i made my money back as the design was so eyecatching and my business soared!
Wow that really sucks, imagine that happening to you!
one more reason to know the people you ask to work for you.
How the heck did that happen though?
I mean, surely the designer should have had a look at the competition before designing the logo? especialle the local competition. Eish, glad that didn’t happen to me!
Hello everyone
Anyone know how to check all logos in the market that I can avoid the “copy” concept on my new logo design.
Thanks all
Larry
Hi Larry
I don’t think there is an easy way to check. You could try doing a google image search I guess.
Thanks
Tara
you won’t be able to check out the whole world, but the local companies should be doable. As long as nobody in your area uses the same logo it should be fine. good luck
I couldn’t agree more. Your logo is the literal symbol of your business and unless you want your business to perceived as cheap and not well thought out you should invest the time and money to have you branding done right and by a professional. Though I’m not so sure that in the example you give in your article the fault of the similarity between logos falls on the designer. The business owner should have taken the time to research the logos of the competition and made sure to specify something different. Professional designers are pretty talented, but they can’t know everything. If it’s your business that’s going to be represented by that logo it’s your responsibility to make sure it’s done right!
Of course profesional designers can’t know everything, and yes its the job of the business owner to do some research about the logo the specify it a bit closer. But I do think the designer should do at least some basic research about the logo he’s making.
I work with a lot of companies. Alot of times they have a logo already. That’s not the part that bothers me but it’s the fact that they have three logos that don’t match. I have to then teach them about branding and help them chose one. But that’s when they want to redesign. Again I have to talk them out of that aswell. I agree that the business owner needs to do some reseach and plan ahead.
If a trademark or copyright is obtained for a particular logo and design, this should be protected by the copyright laws.
The logo is probably the most important part of the marketing. Logos can be expensive, but they’re well worth it. However, there are a few programs out there that may help you design a very professional logo. So there are options but in my opinion i think you should get a really good logo done even if you pay a high sum of money for it.
Alot of times they have a logo already. That’s not the part that bothers me but it’s the fact that they have three logos that don’t match. I have to then teach them about branding and help them chose one
That crazy that they can just do some doodles and then show to a firm the next day to be worth alot of money. Maybe I should look into this type of business.
Thanks for posting this Tara, we work with a number of designers as a client, but it’s nice to know some of the creative processes you go through. My next meeting with a designer I’ll feel a little more comfortable with what we’re talking about!
Another problem: for some very strange, unfathomable reasons some clients actually want their logos to look like their competitors’ (but better of course) – go figure.
Interesting and informative article, thanks for the heads up, that said, can anyone here offer any idea to those of us looking to get a logo designed how to garantee that when you task a designer with coming up with a logo design (expensive or inexpensive) that the enventual work you recieve is 100% original and will not be sold on to another client a few months / years later?
Can you cover yourself by getting the designer to sign some form of contract stating that the work will be original and not be sold on or used as an element in future logo design for a different client etc etc
Any advice in this regard would be most welcome.
Thanks again
Jim
Hi Jim
I think the best way is to go by recommendation, find out who else the designer has worked for and what they thought of the work.
Tara, you are absolutely right! I can’t understand why companies get cheap logos designed. It really doesn’t make sense to me. It’s often the first thing people see when they come into contact with your company. First impressions count, so why would you let it be a bad one?