Are Custom Logos Valid Anymore?
With so many sites and apps out there that can create a logo for clients, does it really matter if they have a custom one design by a graphic designer?
As a designer, I have wondered about this from time to time. Maybe because when meeting with potential clients they mentioned they have researched logo services online and seen lower prices than what I have quoted. (I think I'm pretty reasonable but you have to invest in yourself to make it right?) Also, some have mentioned how online sites give "a la carte" options for their logo package and what not. When being told this some come off as knowing more than I do about the logo game. I understand you have to educate yourself about the things you are entering into or need. However, that does not always mean you understand what you just researched. So when being told this I have to remember to have great customer service skills because inside I want to scream. Get back in my teaching mode, I'm a former teacher, and educate them on what they think they know oh so much about.
You may be wondering why I feel like this. The clients, after all, are spending their money and trying to get the best bang out of their buck. There is nothing wrong with that. However, if you are a graphic designer like myself, you know why this may be a little bit or a big thorn in your side. I will speak for myself and say when a client is asking for a logo sometimes they don't know they are actually asking for a brand and not just the logo image its self. For the most part, this is because some are ignorant of what it goes into a logo.
When designing a logo, and a good one, it is not just putting images and text together. I wish it was that easy. There is research, sketches, communication, colors, fonts, illustrations, file types, research again, waiting for feedback, revisions, and more revisions, and more research. There is more to be added but for the sake of moving on, I think you get the point. A logo has to tell the story and vision of the client's business to attract the consumers. Not only that, it has to be able to work in many different avenues such as print, web, and mobile. Hince, why there is more than one version of a logo to be more marketable across different platforms.
I have had clients before come to me because they had just one image of their logo, but didn't know what to do with it. Some wanted other options with colors and more file types. The problem they ran into was having to pay for every each need they had. Sometimes that is the trap that ones fall into with online logo makers. They get an image of their logo for a what seems like a good deal. The logo makers do offer consumers low price within the beginning few initial options and then, of course, the price tag starts to go up with the needs beyond just the image. By the end of it all, they pay more than they attended and still don't have what they need.
What's missing? A personal touch. A guide to their logo and branding. No one can get that from an online logo maker. There's no guide or person to help them to see how to use and make sure they have the right image type and file sizes, colors, fonts, and all the other things that go with a logo these days. Especially when they start to venture into creating advertising for the business in different mediums.
So the question is, are custom logos still needed? I would say so and not from an online logo maker either. I get excited when I look at Instagram, Behance, Dribble, Awwards, HOW, and other sites and magazines of custom logos designers create. It's not only inspiring but helps me appreciate the craft I chose to be a part of even more. I don't have to worry about technology taking my job (for now) or if my services will be not be needed. There is a real need of having a great logo created to help businesses stand out. With the way businesses market themselves today more and more potential clients see the value of having a brand with their logo and not just an image.
What are your thoughts on this topic?
