So you’re planning on launching a company and you need a logo. In your search, you might have come across a few websites offering “custom” logos for super cheap. While it might be really tempting to get a sort-of (not really) acceptable logo for a clickbait price of $5, is it a smart idea for your new business? Does it sound right spending the same amount on a logo that you would on a snack from a vending machine?
1. You get what you pay for.
Let’s start with the cost, since that is probably what lured you in. $5 does seem like a steal, however, there’s a reason why it’s so cheap. You’ll most likely end up with a logo that you may not even have full rights to, that you can’t edit or use anywhere because you were only given a JPEG file.
2. So hip it hurts.
You might have come across logos that are “cool” or “trendy”, but the truth is, an over-designed logo limits your ability to scale your brand and you might find yourself having to get a new logo designed within a year. Your logo should be able to work just as well on its own, as it would in many different contexts, for years to come.
3. One size does not fit all.
Everyone wants their logo to be a unique mark they can own. What you may not realize is how normal it is for these “designers” to just edit pre-existing logo templates that can be easily found online, and add zero to very low originality. There is also no guarantee that they’re not using that logo template for someone else.
4. We need to talk.
The design process is an essential part of a logo, it takes discussion and collaboration. When there’s little to no communication with the designer, you’ll end up with something that has no connection to what you want your brand to emulate.
5. Don’t just think twice.
A logo is a key part of your brand; it’s the starting point of your visual language. It needs to be well thought-out and simple enough to build a whole brand around. It should support your brand story, your values, and have your audience in mind. As a client, you should be equipped with the tools to take your finished logo and be able to apply it for different uses.
There’s absolutely nothing wrong with choosing to opt for a cheap logo option especially if you’re a new company that doesn’t have the funds. But you should be aware of how you present yourself as a brand and if the logo is helping your business or making it worse. A logo is the first thing someone sees; it’s your marketing tool, so you want it to resonate with your target market because that will affect your chances of success. Many small businesses try to cut corners and find the least expensive option because they don’t realize the value of a good brand.
My advice is, make sure it’s in good hands.