I Can’t Just "Make a Logo" - Here's Why
As a designer, one of the most frequent phrases I hear is, “Can you just throw a quick logo together for me?”
While I understand why someone who doesn’t know any better would ask this, I cringe every time I hear it. I will explain why it’s impossible to just throw a logo together, but first, here is an incredibly cheesy yet accurate sport’s analogy:
A scout approaches a college athlete and says, “Hey you! I’ve got this sport’s team you could be on! Are you interested?”
How could you give a response? You don’t know even basic things like:
Level of play
Annual income
Length of the season
Your role on the team
And…oh yeah…what SPORT are they talking about?!
You also don’t know the coaches, potential teammates, team owners…I think you get the point.
While that analogy might sound totally ridiculous, this is honestly what it feels like when someone asks me for a quote if I just “throw a logo together” for them. It’s impossible for me to know the scope of the project when “I need a logo” is the only thing I’m told.
What’s the big deal, just make me a logo…
Let’s start here: Why do you want a logo? Are you just getting it because you feel like it’s something you should have? Is there a blank space on your Facebook business page and you just want to fill it in? If that’s the only reason why you want one, you may want to consider a few other options other than hiring a branding strategist. There are many different ways you could either design a quick logo yourself, or you could ask someone who knows their way around the computer to help you.
When I design a logo, I want it to fulfill a purpose. Every color, font and graphic I design is there for a specific reason: to resonate with your target audience. And unfortunately, a logo like that can’t be put together quickly.
Before I start designing, I research my client's company. A lot. If I’m unfamiliar with their industry, I dive right in and learn everything I can. I look into their business, their competitors and their target market. I look at past customers, good reviews, bad reviews and who they want to reach in the future. I study their marketing campaigns and anything else I can get my hands on to better understand who they are as a company.
Once I know their business and understand their goals, I create a “moodboard”. A moodboard is a collection of photos and fonts that encompasses the vision I have for their new brand while exhibiting the characteristics I want for their new logo. One business might have a moodboard that conveys feelings of strength, power and authority while a different company’s moodboard is more nurturing, kind and welcoming. I then use the moodboard as an inspiration and guide in creating their new logo. All of this is done before I even think of drawing up their first logo concept.
I want the brands I create to resonate with their customers and bring my clients results; but that can’t happen with something that’s been thrown together. It’s impossible for me to create an effective logo without first understanding the company, their industry, goals and target market as a whole. While I wish it was a quick process, creating something effective simply takes time and research to develop.
If you are unsure what is best for your own business, feel free to contact me. I know it just seems like shameless self-promotion, but I really love talking to people and helping them create an action plan that works for them. If you’re feeling lost, let’s do something about it!
Heather Brockell is a Web Designer and Copywriter based out of North Dakota, USA. When she isn’t designing websites or writing, she performs as a professional figure skater and singer in ice shows all around the country.
Want to hire Heather to create something magical for your online presence?