Last year’s post about Visual Identity explained that branding involves more than just the logo design. This has prompted discussion about logo design itself. What is logo design? What isn’t logo design? Why does a business need a brand and not just a logo?

What is a Logo Design?

A logo is a design symbolizing your organization therefore, much care and consideration should be given to creating a logo that represents your business. A quick Google search will put numerous design options at your finger tips. Many of which, appear to be affordable options for small businesses in the short term. However, in the long term, may come at a cost to your business ultimately impacting sales growth. To put it simply, all logo designs are not created equal.

Crowdsourcing Logo Design is Bad for Everyone

When you hire a studio, agency or a dedicated freelance designer, you are paying for more than just the time to design a logo. Branding is essential to a well designed logo. It requires time, research, testing and thoughtfulness to arrive at a design that communicates your brand values and differentiates from competitors. Most importantly, consistency in brand identity establishes brand value which improves brand trust with your customers. That customer loyalty has a positive impact on sales. Crowdsourced logo design, while affordable, immediately puts your business and the designer at a disadvantage.

Logo Factory vs. Handcrafted

When a logo is crowdsourced, the designer does not have the opportunity or time necessary to get to know you and your business well. In order to create an effective logo, the designer must understand who you are as a business and what you stand for. Even worse, the crowdsourced designers that are not selected from the pool of logos just spent numerous hours creating a logo for absolutely no pay. Hiring a dedicated designer is not just better for your business, it also supports fair work and pay in the graphic design industry. Lastly, crowdsourced logos offer too many options, leaving you overwhelmed and lacking guidance. A dedicated logo design professional eats, sleeps and breathes branding. That creative process is a journey. When a small business goes through the full process it transforms how you view your business and there is an observable shift in perspective from sales tactics to an emotional connection with your customers. This shift in marketing perspective can be a game changer for any small business.

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