Your Brand, Your Image: Does a Logo Design REALLY Matter?

In today’s world, getting a logo for your business is laughably easy. Due to the increase of both graphic design companies and freelance graphic artists (especially those who are just starting out), you can get a logo created for as little as $50. What’s more, there are so many free logo makers out there where you won’t even need to spend a single cent on your logo if you don’t want to!

If you have a small business or you’re just starting out, it might actually be a good business move to go for a cheap or DIY logo for your company. However, if you do have plans to expand in the future, a cheap logo might do more harm than good in the long run. Not to mention, you’ll need to spend more money on a rebranding campaign if you find that you need to change your company’s logo.

What Makes a Logo Significant?

Your brand’s logo is basically your company’s calling card. It is the single most visible aspect of your company that people will see, and for new customers, your logo will greatly influence the first impression that they have towards your company. What’s more, it’s your company’s strongest way of making it visible and unique among competitors.

Think of your logo as the face of your company. As a business owner, wouldn’t you want that face to be visually appealing and memorable?

An “Okay” Logo vs. a Professional Logo

There are millions of logos out there. Some of them are undeniably better than others. If you are able to create a logo that can resonate with an audience without a lengthy explanation, you know you’ve done a good job in designing it.

Logos are just one of those things where you really do get what you pay for. Most people, even if they don’t have any background in design at all, are able to tell whether a logo is professionally designed or if it’s something that you knocked out on your computer in Photoshop.

The truth is that your logo will basically tell people how you ultimately handle your own business. If they see a logo that’s hastily done, sloppy, and careless, those are the same qualities that they will associate with your business. Do you really think that they’ll trust your company with their money if they view you that way?

A High-Quality Logo Draws You In

Have you ever looked at a logo and just found yourself staring at it? Well, that’s what a well-designed logo does. It takes you in and tells you a whole story simply through the design. A well-designed logo is able to combine an appealing design and eye-catching colors to create an experience. It’s also instantly recognizable, whether it’s on a small business card or a huge billboard along the highway.

Clichéd Logos are a Cliché for a Reason… and It’s Not Good

There are certain logos that have come to be associated with a particular business. Many small pizza companies, for example, use some variation of the generic Italian chef supporting both a mustache and a pizza in his hand. Sure, it clearly signals what their company is about, but that same logo also makes the pizza companies virtually indistinguishable from hundreds of other corner-street joints that use the same image.

When you are creating your logo, you need to find that delicate balance between recognizable and novel. Yes, it might be difficult, but this is why it’s a worthwhile investment to hire an experienced graphic designer to help you create your logo. They can take your ideas (even vague ones), add their own experience and industry knowledge, and craft a logo that will both bring your message to consumers AND make your company stand out.

So Where Should I Put my Logo?

Since a logo is obviously so important to a company, then it stands to reason that you should put it on as many surfaces as possible, right?

Well, no. First, it’s just not economically practical. You want to put your logo in places where there is high traffic and visibility so that you will get value for your money. Second, logo placement is important, especially when you consider how many companies have committed gaffes and mistakes when it comes to their logo placement. Finally, even the best logos can become annoying when they’re plastered all over the place and you might end up driving away customers.You need to be careful where you place your logo. Aside from carefully-selected locations with high marketing potential, you can also get company-related supplies such as receipts and business envelopes with logos. Envelopes typically change hands multiple times and thus they are typically a good place for logos.