Great Logos Do Not have to Be Expensive
There’s a common misconception in American corporate business culture that if you want the very best, you have to pay an arm and a leg. In other words, the idea is that if you pour a lot of money into something, it’s only a matter of time until you get the very best the market has to offer.
This is absolutely wrong. Seriously. I don’t even know where to begin in pointing out why this is so wrong.
While it is true that if you pay peanuts, you will probably attract monkeys, it doesn’t work the other way around. It doesn’t automatically follow that if you spend enough money to buy a BMW that you get a BMW. It doesn’t work that way.
Why? Well, it’s not because the people you hired for a tremendous amount of money aren’t trying. They definitely have all the incentive in the world to try to do a bang up job.
It’s not like these people haven’t been around the block before. After all, they are charging a lot of money and they get premium clients. That’s not the issue.
The issue is having the right standards. The issue is having the right objectives. In other words, the issue is being properly guided.
Unfortunately, a lot of corporations really drop the ball because they assume that just because this company charges a tremendous amount of money and deals mostly with corporations, that they would know the right logo to produce at that exact time.
It’s as if you are automatically assuming that just because somebody has done quite a bit of work in your industry and has dealt with businesses such as yours, that they would instantly know what to do.
That’s assuming too much because, at some level or another, you are assuming that they can read your mind. You are also assuming that they are some sort of industry experts.
Last time I checked, logo designers, and logo design firms don’t really focus on industry. They take whatever business walks through the door. That’s just the nature of the beast. That’s the way the game is played.
And to automatically assume that somehow, some way, just because they have a track record of attracting certain players from specific industries that they would automatically know how to create an amazing logo with almost no input from the client is a fantasy. It really is.
You’re basically just hoping and wishing that they will somehow, some way, hit the spot. I’m telling you, at this point, the chance of them missing the mark is actually quite high.
You have to understand that it is not the cost of the logo that determines whether it’s going to be successful or not. It’s not the amount of dollars and cents you pour into the logo creation process that would ultimately dictate whether that logo will get you more customers or would make your existing customer base more loyal.
You know what will make the big difference? It’s not the money that you spend. Instead, it’s your attention to detail, your guidance, and your hands-on management of the logo creation process.
In other words, when you ask to always be in the loop without necessarily micro managing the project, you stand a chance of getting the kind of logo that will actually produce results.
Now, don’t misunderstand me. This doesn’t mean that the logo must be pretty. This doesn’t mean that the logo must instantly make sense to you. What matters is whether the logo will speak to your target audience in such a way that you get the results that you are looking for.
Learn to keep these things separate and apart from each other. Just because something is pretty, it doesn’t necessarily mean it will convert. Do you see how this works?
So focus on what works. And the good news is that logos do not have to be expensive. You don’t have to pour a significant chunk of your business revenue into a nice looking logo.