Take a moment to Google the words “logo design” and almost instantly the page will be filled with search results for free and low-cost logo designs and/or do-it-yourself design tools. Scroll through the list and you’ll read descriptions such as:
- FREE logo generator tool for your small to medium sized company.
- Get a free logo design using our quick and easy logo maker tool.
- Large selection of high quality logos.
Such a variety of choices begs the question: “why would anyone pay for a graphic designer to create a logo when cheap options are so readily available?”
The answer is simple. A company’s logo is much more than a quickly generated image or some stylized text – a logo is a reflection of a company’s entire identity, strategic direction and should speak to its target market.
A graphic designer doesn’t simply produce an image to match the company’s name and send you on your way. Instead, a graphic designer takes the time to understand your company’s overall objectives and what your logo needs to accomplish. A graphic designer also takes the time to understand your target market to know what will speak to it best.
When I take on a logo design project, the first order of business is to have the client fill out a standard questionnaire that I created. The questions include topics such as the company’s goals, competitors, challenges, differentiators and target market.
This is then followed up with a discussion about the direction the client sees the company taking as well as what they like (and don’t like) about the logos of some of their competitors.
All of this is necessary to truly understand the company whose logo I’m creating. Being a direct reflection of a company’s identity means needing to understand and connect with that identity before pencil can ever be put to paper.
So, if you want a guy in a land far, far way that doesn’t understand your market and your audience, and contributes nothing of value to your strategic standpoint then go ahead and choose the first logo design offering on the Google search results list. But if you want your logo to be an overarching reflection of your strategic direction, then it’s worth investing the time, effort and money into designing a proper and effective logo that adds value to your business and differentiates your offering.