10 Logo Design Myths Debunked – Guest Blog Post by Brian Jens
When starting a business, an entrepreneur is faced with the problem of identification, i.e. features which will make his brand recognizable. A visual image of the company should convey its individual and corporate style. And nothing can do this job better than a logo – a calling card for any business.
Still, there are many myths regarding logos, which are sometimes perceived by entrepreneurs (especially by beginners) as the absolute truth. Thus, they made mistakes that mislead their companies to unpleasant results.
Today, we’ll talk about the major myths in creating logos, most of which are relevant even to companies with large budgets. Please stick to our advices, and you’ll become an energetic entrepreneur who knows how to invest wisely and optimise the budget.
Mistake #1: Profitable Logo MUST Look Very Expensive
There is nothing unusual in that we all strive for the absolute: quality product, friendly service, intuitive website design – all these dramatically increase the chances of success. But think twice about whether you should spend all your resources to create another masterpiece of the world’s design?
Do not rush. Perhaps you need a logo that will work well for your business and define you among competitors. Don’t you think that this is nothing in common with the budget?
The success of a logo is not an expensive design but the quality. Still don’t believe? Then look at some examples:
- Nike’s logo was created in 1971 by a student for a modest fee of $35.
- Coca Cola’s logo was created for free, Twitter’s logo – for $15 while Pepsi’s logo – for 1 million and BP’s logo – for 221 million.
In fact sometime logos need to look ‘budget’! Take B&M for instance, a discount store selling consumer goods at low prices. The logo is a clear, representation of this. The key thing here is relevance.
Of course, the logo design is not must since you can build your customer base with even without it. However, the unprofessional and careless decision can spoil the reputation of your brand: it’s better to be without a logo than with a poor one.
Therefore, don’t exceed the budget on logo design at the initial stage of your startup.
#2: Logo Design is the Only Key to Success
We don’t say that design is secondary, but please don’t hope on good design only in a competitive race. 80% of small business owners define logo design as an extremely important factor while only 5% of respondents say that it’s not important.
Nevertheless, a logo is just one of a set of tools. The bright logo will attract the customers’ attention, but the long-term success depends on your product quality, marketing strategy, innovations, etc.
A logo is a simple and functional indicator of your business. But the success of the logo and success of the company substantially affect on one another: the logo will generate income only in case it has a respected and reliable brand behind. By itself, it won’t make the company successful.
The following fact seems strange, but did you know that a half of the companies just ignore the creation of the logo? 50% of small business owners even do not have personal pages in social networks or LinkedIn profiles. Many people still create a profitable business without using the Internet, with just a word of mouth. And some of them have text logos created in poor services. No doubts, sooner or later such companies will change their primitive logos.
At the same time, when choosing between improving your product and taking care of your logo, the first is preferable. Explain in very simple and neat graphic language who you are, what you can offer, and why you are special in the market. And then, after getting the first feedback, think about the creative part of the design.
#3: Your Logo Should Beat Apple’s Logo
This is pure desire, but it is unlikely you will be able to repeat the success of the top brands with a comparatively small budget. So just use the experience of global market players to get some ideas on profitable promotion with a logo.
#4: Only Trendy Logos Generate Profit
A logo should exist as long as the business represented by the logo. The general idea should stay inviolable. Trends come and go. Logos are not the most important things in the work of companies, especially small ones. Still, there are no doubts that the presence of the logo increases the confidence of the business in customers’ eyes.
#5: A Hidden Message is a Must
Note there are not so many Sherlocks among your clients. Let’s be honest, the secret idea won’t attract too many fans since most customers don’t care about it – they do care about the quality of products and reasonable price.
#6: A Logo Should Call for Immediate Association with the Business Activity
Most small businesses owners create a logo that shows just the image of the product they sell using hackneyed visual clichés. The logo does not have to depict the company’s business literally. Audi’s logo is not an automobile; Hawaiian Airlines’ logo is not a plane…
The attempt of direct explanation is, at least, boring. Better try to show what distinguishes your company among dozens of similar. And don’t forget the purpose of the logo is to raise awareness of the company.
#7: Most Start-Up Efforts are Focused on Logo Creation
Creation of a logo requires a lot of resources. When you are starting a business, please try to keep your energy and money primarily on the product development. At early stages, focus more on goods and sales.
There are many ways to create a good logo with a small budget. For example, you can you one of the websites that hold design contests.
#8: The Logo is just a Minor Element of the Brand
Many still underestimate the importance of a logo and see it as a picture that they need to create and place wherever possible – in social networks, on business cards, etc. – just not to be worse than others.
But the logo should be considered as a tool, sometimes even a magic tool that can bring you success. If your products are good, prices are acceptable, and you’re better than the competitors in all the main parameters, then the quality logo can attract millions of customers, grabbing them like a black hole.
#9: The Designer is the Sole Person Responsible for the Outcome
It’s fine if design is not your strong point, that’s what designers are here for. However it is important that you are involved in the designing your logo. A good designer always asks questions to find out as much info about your business, industry, and competitors as possible. So be sure to provide him with these extremely important data.
The designer must understand the needs of both business and future customers. He should be able to look at a product in the eyes both of the creator and the consumers.
Do doubts, a logo is an important element and any business. Just remember that to be on the crest of a wave for a long time, first of all, you must have high-quality products. Customers buy and use products, not logos.
About the Author
Brian Jens is a part of Design Contest Marketing Department. He is a blogger, a writer and a designer. If you want to know more about logo designs don’t be afraid of reading Brian’s posts.