I belong to a few Facebook groups for small businesses and entrepreneurs and often see posts looking for cheap logo design. It’s perfectly understandable, when you’re just starting out, to keep costs as low as possible. A quick, cheap logo from websites like Fiverr or People Per Hour may be the perfect solution to tide you over until you’ve got a bit of capital behind you. However, if you are able to invest some time and money upfront, it is absolutely worth getting a professional designer on board (often for between £300 and £700). Here’s why…
1. Good Design = Authenticity
A good designer will want to know as much detail as possible about your business, aspirations, brand values, audience and personal preferences. This process in itself is worth its weight in gold – it makes you focus, develop your brand’s ‘DNA’ and build a strong foundation for your business in general. A good designer will devour this information and immerse her/himself in your world to craft something unique, honest and compelling to your specific audience(s). This takes time. The cheap method simply offers off-the-shelf graphics and typography that may look ‘nice’ when thrown together, but don’t say a great deal about what makes you different. There is also a high chance that another company down the road will be toting the same, or similar, logo.
2. Good Design = Longevity
If you pay £12 for a logo on Fiverr and you don’t like it, it’s no big deal. But how many times do you have to do that until you get something you love? And you do have to love it. You should be handing your business card over with pride, not apologising for it. When you commission a good designer or agency, they will be upfront about how many ideas they will supply within your budget, and how many rounds of iterations they are able to do, but they will be dedicated to creating something you can use for the next 10 years or more. This personalised, creative service is fun and exciting, and you will likely be spoilt for choice. This is what you, and your business, deserves and is worth every penny.
3. Good Design = Craftsmanship
Your brand is one of your key assets and should be treated with care and professionalism (read my three golden rules of branding for further info). Many of the sellers on cheap logo sites may be trained professionals, but how can you be sure? What qualifications do they have? Who have they worked for? Do their methods align to your values?
As a business owner myself, I couldn’t bear to hand over something as important and personal as my branding to someone I didn’t know and would never meet.
Having a good designer is like having a good plumber or accountant. You respect their skills, would readily recommend them and can wholly rely on them to help you when needed. I’ve worked with many great designers over the years and the passion they have for their art, the dedication they show to clients, and the enjoyment they get out of helping organisations communicate effectively cannot be emulated.