Everyone loves a bargain and lets be honest, not everyone can afford to spend £1000.00 on a logo design so the idea of a $25.00 logo is certainly appealing to most people but having a logo designed or aquiring any type of design service is pretty much like buying anything else in this world. You get what you pay for, and that ideology is actually the real basis of the $25.00 logo.
Although you may not know it, what $25.00 of logo design buys you is actually just $25.00 of rubbish. You may as well throw that money straight into the bin because you won’t see any return on it and that might not be down to the actual quality of design. The $25.00 logo may actually be a well designed logo technically and visually but theres more to a good logo design then meets the eye so if your in business and are really serious at making a go of it then take a look at why you shouldn’t be spending $25.00 on your logo design.
A logo is used to communicate a message and a concept of who you are as a business and what your business stands for. In order to do it successfully you need to take time to figure out who the business is, what they do, how they differ and who their competitors are. You need to research the past, present and future for each of these and come up with solid ideas that can be fused into more then a logo but a complete identity design that represents a brand.
For 25 dollars you’re getting zero research, just a generalization from the designers head. Your business means nothing to them and likewise neither does the logo. For companies who produce a $25.00 logo its pretty much a numbers game. Get as many customers in, hand out the work to 1 of hundred designers on tap and and then just dish out whatever comes back. For $25.00 who’se really going to be that bothered about what comes out. After all it’s you who decided to invest only $25.00 into it and that says a lot about you as a business.
After research a professional logo designer will begin to conceptualise designs. They will likely go through several designs, several times, re-iterating it to perfection so it can be used as a functional logo for your business.
For $25 the designer is going to take one shot at one concept based on whatever info he/she is given. Magically conjured from the designers head it goes from the brain to the computer instantly. Not thinking about whats right for the business but really what just looks good to the wandering eye, after all it’s a quick sale and theri job is to sell you quickly for $25.00.
There is a vast range of technology and techniques used to perfect a logo. Probably the most important being vector software. Vector software is an application which uses mathematical equations to create shapes. In doing so it allows the shape to be resized to any size, in proportion, with minimal distortion to the shape. Using vector software for a logo means that you can resize your logo and have it displayed on a matchbox or a van door in pristine condition.
For $25 you probably won’t get a selection of files optmised for both web and print, you’ll just get the rasterised jpg file which will only work on a website and if you’re lucky, maybe on your stationery as well. It will probably be pixellated and in some cases I’ve seen the $25.00 designer disguise files to dupe customers. (Save .jpg files inside of a vector files to look like an original vector file).
You may not care about the above but you will do when your ordering print and the printer asks for your vector or hi-res file and you find that you don’t have one. Some printers won;t accept anything less and if they do, they take no responsibility over the quality of the reproduction because providing the the correct design file is down to you, the business owner.
Along with technology comes techniques, experience and quality. A quality designer knows their business and has to charge for the pleasure of utilizing their expertise. Its more then drawing pretty pictures, it requires instinct in design and practicing design principles. More importantly knowing when to break the rules and when not to.
I’ve seen plenty of $25 logos which were just horrible in every way because there was no restraint on the design.
5. It’s a Business Asset
I don’t create logo designs, I create complete identity systems so the client actually has an asset that they can use and work with. The identity design becomes a marketing tool providing answers to questions that will soon arise with your marketing.
For $25.00 you won’t get an asset, you’ll get a logo and that’s it. The questions that arise when it comes to using your logo and marketing your business will go unanswered or cost you more to figure out because you invested $25.00 in your logo design.
You get what you paid for so if you buy a car for $25, expect to get a banger which breaks down, eventually costing you more to fix. Spend a reasonable amount and you’ll get something which lasts. With age it may even become a classic.