The Truth About Cheap Logo Design

A logo is the single most important aspect of a brand.  It is a graphic representation of your business that helps visually connect your brand to your audience. A logo is intended to represent the face of a company, and it’s supposed to be unique enough to stand out from the rest of the crowd. Everyone knows that first impressions are everything, and a logo is your clients first impression of your business. This is why finding the right designer for your logo is so important.

Everyone wants to save money, but cutting corners during key phases of business development can end up costing your business more money in the long run. When shopping around for logo designers, price is always going to be a factor. But the idea of shopping around for the cheapest possible logo is asinine. Here’s why:

There are several websites that offer “cheapest possible logo design”, “unlimited revisions”, “24 hours turn around”, for as low as $5.00, which sounds great, right? WRONG.  These logos go against everything a professional logo represents for a number of reasons.

Do you want to know the secret to how most of these designers operate and how they’re able to produce these logos for so cheap? I’ll tell you. They have thousands of templates of pre rendered designs with standard issued fonts. These logos are simple rush jobs that often come off as generic and uninspired, and can usually be slapped together in under 10 minutes. That’s why they offer unlimited revisions, because they’re simply tweaking and recoloring a pre rendered template until their client is satisfied. This also means that there are thousands of logos out there just likes yours with simple modifications and recolors. Absolutely nothing unique about them.

Now I’d like to show you exactly how a professional graphic artist produces a quality logo that can help attract your audience. Take this project for example:

The Vexed Theatre Company

The client wanted a modern, sleek, geometric inspired logo. During the initial planning, our artist Nick asked the client to send us references and inspiration of other logo designs they enjoy to further understand their vision and bring the branding to life.  Sometimes designers use certain jargon the customers may not understand. In juxtaposition sometimes the client will try to describe what they want but the adjectives they use to describe the finished product may not align with the vision or vocabulary. This is why it’s important to ask for visual references. If a client says they want __X__, but they send 5 references and you realize that instead of __X__, they really want __Y__ but didn’t know how to put that design concept into words, you can follow up with the customer and go over the details and creating a better understanding of the scope of the project before you even put a pencil to paper. The difference between a wordmark, a lettermark, or a symbol-based logo is a good example of how misunderstanding jargon can lead to disastrous results, and more often than not starting from scratch because you didn’t take the time to dial in to what the client really wanted. Not only does this save time, but it also allows us to provide our clients with their own personalized artwork, exactly to their specifications.

The logo design created for the Vexed Theatre, started with a simple polygonal form, which was connected and disconnected through a series of continuous and dotted lines. This gave the form depth, and the allusion of being three dimensional.

He then continued the process of replicating the logo on his computer and tweaking the details. The challenge for Nick was trying to create a polygonal form that was not only prospectively sound, but symmetrical where you can clearly read the all-encompassing V. Two more drafts were developed before the final with the form itself, showing the work to client between each step to make sure they knew exactly what was being worked on each step of the way and they really appreciated the direction of the logo. Here you can see in three steps how this logo took shape, and how subtle tweaks from version to version gave Nick the inspiration to finish the final logo design in a cohesive form that is legible, symmetrical, balanced, and has a sound technical perspective that the client fell in love with.

The letterforms were created one by one, based on the shape of the V in the logo. Every shape fits cohesively in the same allotted space, utilizing the same angles, cuts, and contour to give it a sleek, modern feel to go along with the logo. We sent off the final versions for approval from the client and you know what? Not only were they very happy with the finished product, but more importantly they got what they paid for. They didn’t get a cookie cutter design where we just tweaked colors and pre-existing fonts. They got a 100% custom professional logo, tailor fit to their exact wants and needs and tediously worked on until every part of the logo fit into place.

Empirical Designs offers professional branding services that put real time and effort into understanding our clients, their goals, their target market, and create graphics that match their vision. If your business is in need of a new logo, branding, advertising, or marketing materials, you can contact us any time for a free quote by filling out our contact form.

Article: John SottileEmpirical Designs