When creating a business, any entrepreneur is faced with the question of identification (to put it simply, something that will make the business more easily recognizable). You have probably already guessed: we are talking about the logo here…
There are many myths that some entrepreneurs take for rules, especially novices. And yet, by applying them, they make mistakes. In this article, we will see which myths are most prevalent in logo design and how to avoid making mistakes. Some of them are even made by big budget companies. However, if you aspire to be a successful business man and woman and use your budget wisely, this article can help you save money.
Misconception 1. The logo must be expensive
It is common to seek excellence to succeed in your project. Impeccable design of your logo, website or mobile application effectively increases your chances of success in business. As proof, 80% of small businesses consider the design of a logo, website and other element of their identity to be (very) important for their success. However, only 3% of them think the opposite.
However, do you really need to use all of your resources to create another graphic design masterpiece? Maybe not, especially if you’re a business owner. You need a logo that will certainly represent your business, which will set you apart from your competitors, but which will not necessarily cost you a fortune.
The success of the logo depends on its quality and not on the cost of the design. For example, Carolyn Davidson, a student in the design department at the University of Portland, in 1971 created a logo for a company unknown at the time for only $ 35. This company was Nike. Was logo design very expensive at that time? No. Does the logo work? Yes. And there are a lot of examples like that.
Let’s see the prices of the logos of some famous companies. The Coca-Cola logo for example cost $ 0, the Nike logo $ 35, and the Twitter logo $ 15. However, Pepsi paid $ 1M and BP $ 221M. Prices differ, but all logos work the same way in their field.
But as sad as it sounds, many companies don’t bother creating a logo.
TJ McCue says about 50% of small businesses do not have a website, Facebook page or LinkedIn profile. Many are profitable and based on word of mouth, but have no online presence, which doesn’t bother them. Some of them have, I dare say, a logo with burning text. And one day, they will find it embarrassing and will want to change it, then little by little, will be concerned with this problem which is very easy to solve. So, not to find yourself in the same situation, adopt the right strategy to have a satisfied customer and make a profit in the long term and not take the lead for your logo.
“There is a funny story about it in the TV series“ Silicon Valley ”. People wanted a “cool and expensive” logo. They had a lot of mishaps and finally opted for the simplest, which they could have had the first time and for free.
Of course, the logo is not the most important thing and does not directly influence the success of the business. You can easily work without a logo at all, or with a very simple logo. On the other hand, an unprofessional and unreflected career decision (s) can damage your reputation. So it’s better not to have a logo at all than to have a bad logo. This is why my answer to the question, whether to invest a lot of money in logo design in the final stages of starting a business, is always no. ” Olga Agafonova, chief designer, Ecwid
“I don’t think the price matters that much. You can get a good, simple, and inexpensive logo. The most important question concerns quality and whether or not it represents your brand. ” David Chen, CEO, Strikingly.com
“Although many conversion and MVP enthusiasts say it, design is very important. Another question relates to its originality. First, think about the content of the logo, not its effect. Explain, in simple, neat graphical language, who you are, what you offer and what you are better at than others. Then, when you get your first returns and money, think about the “creative side” of your design. ” Nikita Obukhov, Founder, Tilda Publishing
“It doesn’t matter if it’s cheap or not. I think it depends on the design of the logo and how it captures the attention and curiosity of customers / consumers. ” Belle Ednalgan, Canva.
Robert Jones, professor of branding at the University of East Anglia, says that a logo is the way you are recognized and which helps to express your difference vis-à-vis your competitors: warmer, more green, stronger, etc. And people need a picture to watch. As Aristotle said, “the soul cannot think without an image”. But (at the same time), people don’t rate you on the strength of your logo, but on the quality of your product or service. So it matters more.
Misconception 2. I need a logo with a very trendy design
By reading another article on next year’s logo design trends, you want to create one that follows that wave. But as David Airey wrote in his book Logo and Corporate Identity Designer’s Guide, when it comes to logo design and brand identity, trends should be left to the fashion industry.
Trends come and go. What you really don’t need is to invest a lot of time and money in a design that will become obsolete almost overnight.
Longevity matters more than any other parameter, and the logo must live as long as the company it represents. You can of course modify it from time to time and improve some details, but the basic idea should be kept.
“You need to know what is being done in the industry and what has been done to be able to create a design that works for customers. Keep in mind that the public gets their opinion on the design based on what they know. It is not mandatory to follow trends. However, changing trends is proof of good design. ” Bill Gardner, Logolounge.
Misconception 3. My logo must be better than those of Apple and Starbucks
It’s a laudable aspiration, but you’re unlikely to emulate the success of well-known companies. In addition, taking up the concept of someone else is not the best choice. To grab the attention of customers, you need to stand out from the crowd instead of copying other people’s ideas.
It is better to analyze why the logos of famous companies have become successful and draw conclusions from their experience. For example, think about why the Coca-Cola logo hasn’t changed since 1987. The Nike logo is also a great example of a strong, memorable, effective logo without being in color.
Misconception 4. Everyone should understand what my company is doing by looking at my logo
This is one of the most common myths around logo design. Most small businesses create a logo that only shows the products they sell, with visual snapshots seen and reviewed. Under these conditions, how will your company stand out from the competition if each company uses the same idea?
The logo should not literally describe what the company is doing. For example, the Audi logo is not a car and the Hawaiian Airlines logo is not a plane.
“Trying to” explain “everything about society with the logo is boring to say the least. The logo should only show the characteristics that differentiate your company from others. After all, let’s not forget that the purpose of the logo is to increase the recognition of society. ” Olga Agafonova, chief designer, Ecwid
“The logo should represent the tone and style of the business. I can imagine that the logo of a law firm is different from that of a social media application for high school students. It must adapt to your audience. ” David Chen, CEO, Strikingly.com
Misconception 5. My logo must contain a hidden message like that of FedEx
Yes, it’s a good idea to stand out from the competition and make your logo memorable. But let’s be honest, has your attitude towards FedEx changed after you discovered that an arrow is hidden between the letters E and X? Have you started ordering more from Amazon after noticing a hidden smile?
It is unlikely because it is not important to the consumer. The important things are the service, the reasonable pricing and the quality of the products. This is why your prospects are ready to become customers of your company even if your logo is not very cool.
I’m not saying that your logo should not have hidden elements. On the other hand, if you do not know how to use these elements in a succinct and clear manner, do not focus too much on it. A logo can always be changed and you can campaign on it like Google did.
Misconception 6. If my team liked the logo, customers will like it too
You create the logo for your customers and not for yourself or your colleagues and friends. You must have a good understanding of who your customers are and what they want. To get there, you need to define the characteristics of your company that you want to convey to your audience and try to create a logo that will show them those characteristics.
Misconception 7. Logo first, sales and branding second
It’s common to spend time on your logo – it’s the first thing your customers see, it’s the look of your business, the one that will reflect what you do. But what do many inexperienced entrepreneurs do by creating a startup? That’s right, they create / commission the logo and brand identity, but at the same time they invest a lot of time and money.
Designing a logo is a creative task that requires significant resources. When you start a business, it is important to save time and money for the development of your product. So think about focusing on products, sales, and recruiting a team in the early stages of business development.
This does not mean that you must not have a logo or that it must be of poor quality. There are several ways to create a good logo with a reduced budget. For example, you can use online logo design tools like Logaster, or find freelancers.
“The most important thing, of course, is to focus on the product and provide a lot of value, especially for new entrepreneurs. ” David Chen, CEO, Strikingly.com
Misconception 8. The logo is not important for the success of the business
Many people underestimate the importance of the logo and see it as an image that should be created and put wherever possible (on the website, social networks, business cards, etc.) to show that we are as good as the others.
The problem is, the logo should be seen as a tool (you shouldn’t rely 100% on the logo) from which you can make a profit.
If your products are excellent, your prices are acceptable in terms of marketing and sales, and if you are better than your competitors, a quality logo can help you stand out from the crowd and attract more customers.
Here is a simple and mundane example. Let’s say you’re buying milk at the supermarket and have a hard time choosing between two options: one item with a logo, another one without. Which item would you choose? Under the same conditions (same price, size, percentage of fat), you are more likely to choose the article with a logo because the logo is also a symbol of quality, the face of society. The packaging with the logo looks more believable than the one without. So you can take advantage of the logo.
There are also other elements that can affect the logo, including corporate recognition, credibility, loyalty, branding.
“These days, it’s almost impossible to stand out without the help of a logo. If you’re not a big offline business, people don’t pay attention to your logo. Your communication with the world in general is the most important thing. ” Nikita Obukhov, Founder, Tilda Publishing
“The logo does not allow you to stand out from your competitors, it increases the recognition of the company. However, the associations that the company forms with its work will also be attached to the logo. Of course, there are theories about the perception of colors and shapes suitable for logos as well as other graphic elements. These theories are easily found online, but the reputation of the company has a big impact on the perception of the same sign. ” Olga Agafonova, chief designer, Ecwid
Misconception 9. If I’m not good at design, a designer can do everything right
Creating a logo is a graphic design problem. However, that doesn’t mean that if you don’t know anything about design, a designer will do the work for you and create a logo that works.
As a business owner, you need to know the specifics of your business and its characteristics. So, you have to be constantly involved in the development of the logo. A good designer will always ask you a few questions to learn more about your business and your competitors. You should talk about yourself, your vision of the business and its values as much as possible.
When the designer understands who he is designing the logo for, the consumers he should attract and the information or message to get across, it is only then that he can do the job well. Of course, you don’t have to be by your side all the time. A constructive dialogue must be maintained when preparing the technical specifications. At that point, you need to define everything and give as much information about yourself as possible. The next step will be updates and corrections. Thus, you will get a quality logo that will work in your favor.
“The role of the client is essential in the discovery phase of a project. It is from this contribution that you create the briefing or the roadmap that you will follow to develop your identity. These elements are of course essential in the selection phase as well. There are customers who like to be informed of the development phase and to see the sketches during development. Personally, I don’t really like it. I think the client’s involvement at this point can be detrimental to the design process if the designer doesn’t have the freedom to explore the visual solution without the client. ” Bill Gardner, Logolounge.
“The two must go hand in hand. The designer is good at giving options on the design while the entrepreneur has a better knowledge of his product. The two ideas must work together. ” Belle Ednalgan, Canva.
The logo is undoubtedly an important element for any business. However, keep in mind that the most important thing must be the quality of the product because a quality logo is often not enough to guarantee the success of a business.
About the Author :
Vasil Holiney is a digital marketing specialist and content marketer at Logaster. He has worked in the social media space since 2011, focusing on design services, user interface planning, brands and other areas in the graphic design industry.
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