Why You Need a Good Logo

Your business logo is often the very first impression you make on potential customers, so you need to ensure it attracts the right amount of attention.

It also needs to stand out from your competitors, so it’s important to see what they do and then try to differentiate yourself.

Ultimately, you need a logo that symbolises your brand personality and what you do to make a lasting impression.

But when it comes to investing your hard earned money into getting a logo designed, it can create a world of problems, especially when you don’t know the process that goes into making a logo you can be proud of.

The Problem with Cheap Logo Packages

This is probably the biggest question I get asked. Quite often the difference between a good logo design and a bad one is all about the process of bringing your idea to fruition.

There are many logo designers that will promise cheap logos and will deliver 6, 8 or even 10 initial logo concepts for you to choose from. However, these are typically sourced from cheap and unqualified offshore freelance designers.

These offers may sound attractive at face value but the reality is that you will have to develop a professional design brief on your own. You may be lucky to receive at least one concept that you like. Then you will probably spend countless hours of your own valuable time constantly revising that concept until you are satisfied. Cheap designers often don’t have the experience to take and interpret a design brief.

It’s all in the Design Brief

When it comes to seeing a logo that makes you immediately think “Why didn’t I do that?” Have you ever thought about the design that gives you that impression?

This is because the designer has taking into consideration the six most critical factors for creating an iconic logo, which are:

  1.  Is it easy to Describe?
  2. Is it Memorable?
  3. Does it look good in Black and White?
  4. Is it Scalable? i.e. Does it work when it’s on the side of a pen or on a billboard?
  5. Is it Relevant to your industry?
  6. Does it match your Brand Personality?

While you may think you can easily come up with the answers yourself, a better solution is to get an external perspective from a qualified brand consultant. After all, logos are our bread and butter, and we can easily tell you what will work and not work from the outset.
Some logos may seem like a great idea at the time, but once they’re applied to paper they become too busy, include too many words, or the colours don’t even match.

I always recommend meeting your designer face to face as it allows you to establish repour and it really helps the designer get a feel for what you are after.  Plus it also means that you will receive much higher quality design with less time and effort wasted.

Here’s an example:

Why not start with a brand consultation

At Engana Graphics, we make the time to learn about your business, the products and services you offer and your core values during an initial consultation. This enables us to collectively develop a very refined and polished design brief so that we can create fantastic logo concepts that are right from the outset.

If you believe you need a brand refresh, or know someone that is about to make the mistake of investing in one of those cheap online logo packages, please send them my way and I will be more than happy to give the first consultation for free, without any obligation.

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Blog Category: Branding