Creative Commentary: Logo Rules - 6/30/16

Now, I know that custom graphic design is expensive. I can understand that as a start-up, there is usually not enough in the bank account to justify such a large expense. You have options, but there are definitely a few things to consider when it comes to commissioning the face of your business and building your brand identity.

1. Clipart is a bad choice in creating a mark. Clip art is used to add some interest to an office document, not distinguish your brand. Thousands of people use clip art every day, and ideally a logo should be unique and original to you and your business to stand out from the crowd. Besides, designing a logo in Microsoft Word doesn't usually work. Word is designed for text, not imagery, and there are not adequate modifiable options for visuals in this program.
2. Craigslist is not the way to go when looking for a designer. You will get what you pay for, and your business will suffer for it.
3. Avoid premade logos. Like clip art, someone else will buy it. They are a little nicer, but they are still not unique to your business' identity. Let's say you are a coffee shop, and you buy a premade logo. Chances are other coffee shops have purchased that same logo. This creates confusion, as your shop is not easily identifiable and does not stand out from the crowd. Do you want your customers to confuse you with someone else?
4. Proceed with caution when asking a friend to make your logo. I've made logos for friends before, and it was a great way to add some work to my portfolio and make a little money. Working with friends is not always the best choice, but I always make sure I work with friends who I know are not expecting a discount, are professional, and respect my work and knowledge as a designer.  I will consider trades in lieu of cash as long as I know that I can count on them to hold up their half of the deal. If you do decide to ask a friend, do it because you like their portfolio of work and want to give them business.
5. If you hire a student or new designer, always check their portfolio. Quality matters, and at any level you want to shop for the design and not the price.

Remember that your logo or mark is the face of your business that allows it to be recognized by consumers. It is one of the most important business investments that you'll ever make, because it is often a lifelong aspect of your brand, and I will say this again...YOU GET WHAT YOU PAY FOR.

xx emily

PS: Enjoy these terrible logos I found on the internet. Don't do this to yourself. <3