Logo Designs and the reasons why you shouldn’t DIY
Logo designs; There you are on the cusp of opening your new business, you’ve hundreds of wondrous ideas flowing through your mind. One of them is ‘YES’ I must have a logo! Isn’t that the first thing you need? You are bouncing around with excitement, I need one quick, but oh I don’t really have that much cash to spend on getting a designer to create one… I know I will do it myself. After all how hard can it be? I am intelligent, I have taste, I am creative. Yes, I can do this, easy!
NOOOOO! I will tell you why not. Logo designs and especially your logo is that YOUR LOGO is the symbol that points directly to your business. I should reflect what you stand for, it is a symbol of your integrity and a statement of your clients first impressions. Your logo is your brand onto the world, it should be clear, compelling, punchy little package. If you get this wrong, all it will do is reflect on your business.
So before you jump into Coral Paint or worse Word! Here are the reasons you shouldn’t jump into the ‘do it yourself’.
- Amateur hour logo designs
There’s a very good reason pro designers charge for their services. We have studied design’s in-and-outs, we know the significant principles and have a finely disciplined eye.
When non-designers do it themselves, you usually end up with something that may not end up in the top 10 but it just doesn’t look completely right.
Perhaps it’s shaky, maybe the font choice isn’t quite right (more on this below) and also, universe forbid, You’ve used clip-art. Arghhhhhhh Somehow it’s just not professional, and that’s the thing. Your logo should be smooth as satin, united and totally sumptuous.
- Bad font choices
This is a repeated error made by DIY-ers, and oh boy, can this have a huge negative impact. All those cute little quirky, playful fonts might have looked awesome on your 5-year old daughters birthday invitation that you whipped up, but they are so not the right choice for your logo. Well maybe unless your business is aimed at your daughter only.
What you need to ask is what impression do you want to make? Serious and professional, or juvenile and whimsical? Do you want to be taken seriously? If the answer is yes, then do yourself a favour and go with a timeless, classic font that conveys your brand’s character. It’s got to be something that will run across print and digital, and give your identity real impression.
- Bad colour choices
Like the wrong font choices, choosing the wrong colours for your logo can be a perilous mistake. Colour has very powerful psychological associations and if you choose the wrong ones, you can send a totally different message than what you intended. DIYers like yourself might just choose colours that they like (“my favourite colour is green so let’s make it green!”), but fail to realise that colour selection should be a well-considered and deliberate decision. If your business is a family law-firm, customers may not take you sincerely if you’ve used bright pink and orange in your logo. You’ll wish you had reviewed the psychology and emotional consequences of colour before you even start.
- Uh oh, my logo designs look exactly like someone else’s
But oh those logos your saw on the internet looked so lovely. You wanted yours to look just the alike. Right? Oh no no no, so wrong. Cloning someone else’s logo design can not only encroach on copyright laws and get you in a real predicament, this makes you look like a carbon-copy of another business. Don’t you want to be unique, stand out from the crowd? Don’t you warrant your own identity? The answers are yes, you should, and yes you do. So, here’s a little tip – let other logos motivate you, but use them as just that, motivation. Your logo should be designed entirely for you, from scratch, no buts about that.
- Your logo isn’t versatile
You thought you were so talented coming up with your logo that you failed to reflect how it will be used. Is that tall, bony design of yours going to work on your new website? What about on your business cards? How will people read it once it’s reduced to fit? Oh dear, now you are in difficulty. And what about this realisation? You designed it in Word, and now your printer/embroiderer/screen printer wants a vector file. A Vector file, what is that?! Maybe you shouldn’t have DIY’d.
- Your logo is too hectic
So, in your new logo you decided to use your kid’s favourite colours (and you have 3 kids), you couldn’t pick out of these two really fashionable fonts you found, you added a little clip-art picture, and you love a few special effects, so you added a drop shadow as well. Oh, my goodness, what have you gone and done? Overloading your logo design is a huge no-no, people are going to be so confounded by everything that’s going on they’re not going to know where to look. They presumably won’t even be able to work out what your business is at a glance. My words of advice? Keep It Simple!!
- Communicating the wrong message
As discussed your logo should sum up your brand in one commanding, zappy little package. It should represent at first glance who your business is, what it does and what it represents. Think of the associations and perceptions that your industry has – the fitness industry will be wildly different to the professional and conservative world of GPs or insurance brokers. Experienced designers know how to match these observations with your business to create a bang-on logo. Unfortunately, DIY-ers can get it all wrong and end up missing the mark entirely. Whoops.
Ultimately, your logo should be something you’re proud of and something that represents that brilliant business idea of yours perfectly. Investing a little time and cashola into this most important element of your brand identity is something to seriously consider. After all, getting it wrong is just not worth the gamble. I would love to help you bring your new brand to life or reinvigorate a tired old one.