Logo Design Table of Logos

Why is a Custom Logo Design Essential?

Logos are often the thing we remember most about a company. Whether it’s McDonald’s golden arch, Nike’s swoosh, Target’s red dot, or another logo entirely – a simple logo can help us recognize a company instantly. It’s the foundation for all their branding and it gives people instant recognition, a first impression and a lasting feeling. But why is a custom logo essential? Can’t smaller companies or non-profits just come up with a color, font and icon to label their brand?

A professionally designed logo that will put your company’s best foot forward. It will be something to build all your other marketing efforts around so changing it later (if it isn’t outstanding from the start) will cost loads of time and money.

Having a professionally designed logo is important for a lot of reasons. Here are a few of them, from Upstream Marketing:

  • 63% of surveyed people said a poorly designed logo looked cheap, and it reflected negatively on the company.
  • 32% said they would not purchase goods or services from a company whose logo they didn’t like.
  • 38% chose a brand because of the impression its logo made on them.
  • 41% of Americans will distrust a company whose logo they don’t like.

Those numbers are a pretty big deal, and they should make any company who’s thinking about just using any old logo as a space filler think twice. Not only are customers prone to make snap judgments based on a product’s logo (as well as packaging and other aspects), but a logo is not an easy thing for a company to change. It’s a brand, a mascot, and an identity all wrapped up in one. Changing a logo is a lot like trying to completely re-make your identity as a company, and the longer you’ve had a given logo the harder that transformation can be to successfully complete.

Getting Your Logo Right The First Time

Logo design might look simple, but it’s anything but. That’s why any company who is seriously considering logo design, whether it’s for the first time or the fiftieth time, should give serious thought to having the logo designed by an experienced professional. A logo is art, and when it comes to art you get what you pay for.

We recommend a process like this when working through logo design:

  • Discovery: Ask questions via email or in an interview with the client to discover everything possible about their business, audience, goals and culture.
  • Research: Conduct research on the industry and competitors.
  • Concepting: Develop several logo design concepts around the discovery and research findings.
  • Reflection: Take breaks throughout the design process. This allows your ideas to mature and lets you get renewed enthusiasm. Receive feedback from people unfamiliar with the company.
  • Presentation: Choose to present only a select few logos to the client or a whole collection. Get feedback and repeat until completed.

For more information on logo design, marketing, and other important business decisions simply contact us today!

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About the Author

Dawn Krueger