Professional logo design can be an appreciable investment for an organisation, but when you understand how important it is and how many factors needs to be considered, the cost makes a lot more sense.
It’s also important that the logo be effective in black and white, or at least in shades of grey. If you send digital documents to a client, they are likely to print them in black and white, and even when there is a colour original, it’s likely that any materials that are photocopied will be reproduced in grey-scale.
There are other situations when a successful monochrome version of the logo is vital. The international utilities company Iberdrola supply gas, electricity and renewable energy, and their logo features a green leaf, a blue droplet and a yellow flame, all with the same essential shape; once the logo is stamped onto a metal manhole cover, these colour subtleties are lost and the brand message obscured.
Town crests are another type of logo that need to be reproduced on maintenance access plates and other urban furniture. Here, too, the loss of colour and detail weakens the effect and greatly reduces the impact.
When you are commissioning a logo for your company, it’s very easy to lose sight of the main reason for the design: your logo is part of your marketing strategy, intended to appeal to your clients and to allow them to easily recognise your products. As always, it’s important to remember that even if you own the business, you are not necessarily one of your target audience. Essentially, then, you don’t need to love your own business logo. It’s far more important that the logo be fit for purpose: it needs to appeal to your clientele and convey the right public image and the values that your company stands for.
We started this article by talking about the cost of a logo. It’s true that, particularly for a start-up, a professionally designed logo may seem a big expense just when there are a lot of other very necessary expenses and money isn’t coming in yet. But one final point about logo design is that it should be timeless: it shouldn’t be influenced by temporary trends in fashion and design. Money spent on good design will ensure you have a logo that will last for many years with minimal change.
We can see this from looking at some of the international brands we are most familiar with: the McDonald’s golden arches were first used in the restaurant architecture in 1952 and have been a part of the logo since 1962, while the three-pointed Mercedes star has been around since 1909. Both logos have undergone changes over time but, in each, the essential, clearly recognisable, element remains.
Good design can be expensive, but it’s worth thinking about why this is the case. If you commission a professional designer to create a logo for your business, at first sight, the end result may look ridiculously simple, but there are fundamentally sound reasons for this simplicity: the simple logo is designed to be timeless, effective, meaningful, versatile and memorable; it will be a valuable asset and play a key role in your marketing for years to come.
On one final note, we’ll just quote Ralf Speth, CEO of Jaguar Land Rover, who said, “If you think good design is expensive, you should look at the cost of bad design.”
Versatility is key: a logo must work for different media, in different sizes, in colour and in black & white.
At Tantamount we create original logos and brand identity, as well as rebranding where appropriate. We may not be the cheapest option you will find, but we think the expense is well worthwhile. Do feel free to get in touch and talk about your project and we’ll see how we can help.