You have probably seen the adverts on Facebook or twitter. Maybe you have been looking for a local designer to help you out only to stumble upon the PPC campaigns of companies offering templated logo designs for £5.
Now it may not be surprising that I would argue that some things sound to good to be true, and this is certainly one of those instances. I will concede that a five pound templated logo would look better that the company name written in multicoloured Comic Sans (yuck yuck yuck) but let’s have a look at breaking this down a bit with some questions you should be thinking about.
Is a Logo a brand?
NO! No its not. So many people make the mistake of thinking that a brand is a logo but it is so much more. Your brand is every visual element you produce. It is your logo yes, but also what you do, your typeface, colours, style, way of writing, the way you interact with your clients, the small details that make the whole, the functionality of your website, your business name and much more besides but most importantly your brand is you and how you are perceived (see Richard Branson or if you have the stomach for it, Donald Trump) Two examples of strong brands, both very different. So your £5 logo is not going to do much for you here. A good designer will get to know you and your business and be able to craft a brand that works with you in a visual way. It will combine everything listed above to create your own visual language and synchronize all visual aspects of your business to create brand you. You simply cannot get this from a template.
Is my brand important to my business?
Definitely. Brand identity is why you buy Nike trainers, Drink Coke and use an iPhone. Wimpy and Mc Donalds sell you the same thing. When did you last eat a Wimpy? A study by the UK Design Council found that for every £1 spent on design a business can expect over £20 in increased revenues. Good design is so important for any business. If you had two identical restaurants selling the same food, one looking a bit tatty with a plane sign in a dodgy font- the other with a clear brand identity, clean well designed signs and a fresh modern feel you are more likely to chose the latter and even pay more money for the privilege.
This is the power of branding for you business. Its what gets customers attention. A good example would be Super Dry. The fittings of the shop and how the products are displayed are almost more important than the products themselves. This is all part of the brand. Still interested in that £5 logo?
What about Brand Protection?
Well this is interesting. So you have your templated logo designs, and all is looking very slick. But wait, one of your competitors has an almost identical logo that they also bought on the internet. Who owns the copyright? is it you? is it the company who designs it? If its yours, how can you stop other people using similar logos? You could file it with the IPO (Intellectual Property Office) but is that going to stop other people buying similar logos online? If your logo looks like lots of others, you dont have a brand. It may look stylish but someone else may own the rights to your brand. What if you have got all your signwriting done, T-shirts printed and letter heads filed only to receive a letter informing you that your logo has been registered by another company?
So… Should you buy templated logo designs for your business?
Well really its up to you. If your still convinced that a £5 logo is a great investment crack on. But I really believe that without the whole design consideration by a designer working with you for a period of time – logos, website, marketing materials and everything in between, a five pound logo will not only waste 5 of your presious British pounds, but may jepidise all your had work in establishing your business.
If you want to ask me a bit more about it or want some advise, why not drop me an email.