It’s a very exciting time in the process of bringing your brand to life.
It’s time to associate your brand that you have worked so hard on, with a symbol.
And you need the perfect symbol. In fact, you are probably the only one who has any shred of evidence of what your brand logo is or should look like. You have probably doodled it on a cocktail napkin, played with several ideas in a notebook, or maybe even had a few attempts at painting it some medium yourself.
If this is you, read on, that’s the purpose of this article. Weighing out the pros and cons on each side of the fence. Should you use a logo maker and make the logo yourself, or hire a design agency?
As mentioned, you already have an idea…or maybe you can’t nail down the idea because you have several. In some ways, you are your own professional designer in the sense that it’s in your head, you just need to see it.
And as good as some professional designers are…they have yet to learn to read minds. This could be considered a “con” side of the argument. If you can see it, but you just can’t quite describe your expectations…you may never have that logo screaming at the world the way you envisioned it. And that special message from your brand that you are trying to convey?
Lost. Gone. Forever.
This is when you call that board meeting, you know the one. That soul- searching question, “what am I going to do?”
There have been a lot of brand owners that have designed their own logos, I’m sure. But you know what? Not a single one of them comes to mind!
Hiring a professional designer in no way should take you, the brand owner, out of the creative process. In fact, any input from you should be welcomed from anyone who claims to be a professional designer. Think about this…thus far in the creation of this brand or this company, you have spared no expense. So why start cutting the budget on the logo?
Your brand or company is your job, it’s what you are good at, it’s what you were meant to do. And unless the thing you are good at is indeed graphic design, then let someone who designs logos for a living, design yours.
If your children were hungry, would you give them candy to suffice them? No. You would give them a solid, well balanced fulfilling meal that would satisfy and nurture them.
Look at your logo the same way. It’s basically the same. A professional designer can offer your ideas in a way that completes and compliments your brand or company.
Not give you something that is lacking or far from fulfilling your message.
Think about the last trade show you went to. You know where you get all of those keychains, stress balls, golf balls, water bottles, ink pens, etc., etc.
All of those logos printed on all of those items, and it’s probably a safe bet that some of those items, you had never thought of. But there they were, being given to everybody. Plastering all those logos on all that promotion material…and getting in all of those pretty little heads.
That’s what a professional logo designer can bring to your table. The files and the abilities to have your personal logo, with your personal message delivered to the public in such a way as to engage demographics that you had never thought of, bringing more attention, more volume, and ultimately more money to you.
So, hire a designer that you can work with. Let them know upfront that you are in control and that they are working for you. It may take you several designers to find the right one. Another way to find a good designer is to approximate how much you want to spend on the logo and put it in a pool and offer it as a prize to the winning design. Your design. Your idea. Your brand or company. And a dozen or so top designers, all trying to give you the one that “click’s” THE ONE. The one that everybody is going to be talking about at the next trade show, or at the next golf tournament…
You know the new kid on the block. That new company, I can’t recall the name, but you know THAT LOGO, the one you see everywhere…that guy…yeah you. The guy that owns the thing, with the thing, THAT HAS THAT LOGO. That guy.
It’s not magic. It’s not a secret formula. IT is simply coming up with the right way, and the right type of complementary artwork that screams at the world…in a whisper.
There are pros and cons to everything in life. And your logo is not immune from the debate. Just take this with you…
You do not go to the dentist for a flat tire, as much as you would go to a florist for a toothache.
Let the guys that make logos for a living do what they are good at, so you can be what you are excellent at. And you can be the brand making all the noise…in an effortless whisper.