LOGOS: CUSTOM DESIGN Vs READYMADE
Would you buy a cheap readymade logo over commissioning a custom design? What is the difference between the two? Is it a good idea to spend big on your brand? These are some FAQ that every designer has probably heard many times. It's hard to answer these questions without feeling like I am offering a biased opinion. However, here are some insights I think people should consider.
If individuality was of no concern, brand design would not exist. The world's marketplaces would consist of products – some of them excellent, some of them poor – all packaged the same way. Because there is a need to be distinctive, things are branded. Investing in a custom design goes a way toward asserting this individuality while readymade logos run the risk of blending in.
Imagine that the order tally from one of those readymade logo websites read like this:
'Brand personality' .... $X.XX
'Visual style moodboard' .... $X.XX
'Typographic style suggestions' .... $X.XX
'Colour palette options' .... $X.XX
'Marketing collateral suggestions' .... $X.XX
'Supporting graphics' .... $X.XX
... and of course:
'Logo' .... $X.XX
This will never happen on one of those websites. You are there for one thing and one thing only; a logo.
However, enlist a decent designer to create a logo and you'll walkaway with a brand. Most designers have a hunger to over deliver (our insecurities mean we need constant validation by way of gushing client compliments!) and that's why they cannot create logos in isolation. With minds too busy thinking about the bigger brand picture designers often fail to notice that they've gone above and beyond the initial brief.
The cheapest option is not always the best value for money.
Asking a designer to create a brand is kind of like sending part of the business in for surgery. It is expected that there will be a certain level of aftercare to ensure that the new look and feel is implemented correctly and that it is well received. In comparison, there is no aftercare from websites that sell cheap logos.
To put this into context, think about this (extremely common) scenario: The client puts a 100px size jpeg of their logo into an email template and can't figure out why it looks fuzzy. If it was purchased online, the client has no access to any care to ensure the situation is fixed. Alternatively, if the logo was created for the client bespoke by a designer, they can call the designer and ask for help. Because the designer cares about the brand they have created, they will do everything they can to make sure it's showcased correctly.