WHY A BAD LOGO DESIGN IS LIKE A CHEAP PAIR OF SHOES

How much do you spend on your logo design branding? Do you see it as a business investment, like a good accountant or a perfect shop location? For many it is an after-thought and often entrusted to a friend who may do it as a favour.

It’s often hard to put into words the importance of a well-crafted brand identity (for more on the difference between a logo and a brand identity click here). But when it is right you know. It’s subtle and subconscious but creates that feeling of trust to a brand that you connect with. I sometimes liken cheap logo design and branding to a cheap pair of shoes. As soon as you start wearing them, they rub, don’t feel right, feel hideously uncomfortable and don’t have that quality look that gives you pride. You wear them everyday but they are a constant nagging annoyance. And this is the same with cheap logo design; you really do get what you pay for.

Design is an art, one that requires many years of experience, a detailed eye and a creativity that can understand the essence of your business. This is something that takes time to acquire and those extra skills that come with hiring a professional designer should be seen as an investment. We all hate to part with money but when something so important as your brand identity and logo design is involved then it should be seen as something that will add value to your business for years to come.

we want to feel a connection to the brand we are purchasing FROM.

So how much should I PAY FOR the design of my logo?

The million pound question! And one I am frequently asked as you can head online and get a logo for as little as £50. You can also buy a bottle of wine for £3 but I’d rather spend a little more for that extra quality. And this is how you should approach your investment in design services. Do you want something that lasts? That gives you confidence in your business and will allow you to charge more as customers will trust in your business? Your logo will be at the face of your company for a long time so it is important to get it right.

Designers usually charge £500+ for a simple logo design and more for a full brand identity package. Brand identity packages usually cost £1,500 and upwards towards £10,000-£20,000 depending on the size of the agency. Those who are newer may charge less as they are looking to gain experience but with this cheaper price comes less experience, less vision and they won’t approach your logo and brandning with an understanding of your business, your mission and your values.

SEE YOUR LOGO DESIGN & BRANDING AS AN INVESTMENT NOT AN EXPENSE

I personally look at how much time and value I add to a business. Many people assume creating a logo takes a few hours but for me it takes a few weeks! Before I even start to design I complete an in-depth brand exploration with my clients which includes research, moodboarding and strategising. From there I will come up with my suggested routes shown through a moodboard and then my clients’ favourite one will be explored in a variety of logo designs.

And that isn’t the end of it! Once they have chosen their favourite design (and after a few tweaks!) I create a full brand guide or brand book for them which includes the colours, fonts, illustrations, logos and marketing collateral they will  need for their business. A logo on its own won’t give your brand a cohesive or engaging look that is why I’m such a fan of Brand Guides and Brand Books. The advantage is that you will eventually have a brand identity that lasts, that fits your business and one you feel proud of. This branding will then help you attract the right people and convey your unique ethos. 

Here is an example of a brand book I created for ‘Go For Woke’…

So let’s go beyond just a logo and truly start to invest in design and branding because if you buy cheap you often buy twice! You can view my branding packages here.

Until next time,

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CHARLOTTE

CHARLOTTE

Hello! I’m Charlotte the founder of Creative Wilderness. I love to collaborate with forward thinking brands. I’ve had over 10 years in the design industry working at big agencies on brands including Wilkinson Sword, Peroni, Kozel, Energizer, McCann, The Hut Group, Pilsner, Aldi, Cambridge University, Harbour Hotels and many many more.

Before jumping into design I dreamed of being a Rock star and studied music at Paul McCartneys music school ‘The Liverpool Institute of Performing Arts’. I spent a few years as a pro musician where I toured, played festivals, recorded albums and also a music video. I still love playing sax and bass in bands and music and design make me feel alive and inspired!

3 things that keep me motivated are yoga or runs every morning, matcha tea and 6music!

Giving BACK...

I'm taking part in a series of pledges to create a fairer more sustainable business world.

I donate a percentage of my profits to The City Of Trees, who are transforming underused, unloved woodland in Greater Manchester

I co-run Conscious Entrepreneurs which is a monthly event to connect, support and encourage conscious businesses and entrepreneurs.

Branding ebook and tips

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