Logos, they are everywhere and there are a lot of them! First of all, Logos is not just a product, it is a service. If you get your phone fixed at a no name brand Indian shop to replace the battery, chances are your Bluetooth and location settings will never work again, you will be back at the store the next day demanding your money back. If you take your phone to the original store that made the phone, there won’t be any issues with it afterwards with a GUARANTEE.
What type of Logo person are you?
Logo’s and brands also depend on the person, some people want a logo on millions of products or Sports Channels and others just want a logo for their Facebook page. I hope you are starting to see the difference in risk and responsibility of creating a logo/brand.
Low risk = low cost, high risk = high cost.
Which would you rather have?
- Your car serviced by the original brand OR a backyard mechanic?
- An iPhone bought at the apple store OR a random shop?
- A cooking pot that burns your food OR one that has a non stick layer on it?
- A website that loads fast OR slow?
- A Logo that will stand for 20 years OR 2 years?
The Risks of Cheap Logos
Cheap Logo Risk #1
I know a few companies who’s logo and brand changes almost every year because they are not happy with their logo or brand. And guess how much they paid for it… Nothing. What has this actually cost them?
- Their clients are confused as to who owns the business
- Corporate companies are nervous working with business changing their brand too often as it look like they are trying to hide from something
- New potential clients don’t recognize the brand or logo as it has not been around long enough or advertised enough to earn trust
Cheap Logo Risk #2
Some designers or print shop companies will give you what you ask for and that is all you will get. The problem with that is, you may not know how your audience will react to your lobo/brand. for example:
This logo should say “Kids Exchange” rather it looks like “Kid Sex Change”. However, even if the logo clearly said “Kid Exchange” what message is that saying to the viewer? Does this company exchange your kids for new ones? Is it a day care? do they exchange kids toys? There are too many questions to this company. The logo should communicate this message without any confusion. for example:
If you spent R250 – R4000 on a logo, chances are it’s not an original or unique design at all! There could be hundred if not thousands of other companies with the exact same logo as yours! don’t believe me take a look at some of the logos that can be downloaded for FREE on this website www.freepik.com
That’s why you’re probably paying R500-R4000 for a logo that you can get in a weekend. Technically speaking you could of done it yourself for free if you had the FREE version of illustrator from adobe.
So now you have a unoriginal logo – the very foundation for your future branding is already at risk of being a poor attempt to be like someone else if you will even get that value from the printer. Like I said before with cheap logo’s you will get what you ask for and not what you really want or need to make your business image work. What you are still missing is a brand.
Cheaper Logos are not always better
Cheaper is not always better, you know what I mean if you’ve ever bought the cheapest floor mop at the store, the lowest price phones are the worst! and cheap computers are a nightmare to get anything done on.
These things actually all end up costing you more in the long run because you end up buying 5 different floor mops and driving up and down to get them. (time and petrol gone!) The cheap phones and laptop are forever loading and it takes about 20 minutes to start up and shut down. Your time to complete a project that should of taken 30 minutes has turned into a draining 2 hour job and you have an extra few grey hairs to show for it.
That is my point, with the cheap logo from the print shop you will ultimately end up wasting more time and other valuable resources to find what you’re looking for and you will still end up with a final product that you’re 60% happy with today. In a few months or years time you will be back at square 1.
The Expensive Logo
This is where the difference comes. First of all. If I told you upfront that you’re going to be paying at least R25 000 ($2500) for a logo you’re already thinking of who else you can go to for the better price.
What you don’t realize is that the person charging that price for a logo has got the experience and the TEAM to put together something you never even expected that will take your breath away. They typically have the know how to seporate your business from others, making you more noticeable than your competitors at that time.
They know that first impressions are everything so they will make sure that the first time people see your logo on Facebook or Instagram or on the internet will immediately gain trust with the audience.
This is very important that your brand builds trust online as most people are still skeptical to make online purchases. If the client sees a certain level of professionalism on your website or marketing, the client will be more likely to use you.
The power of a logo and a brand.
Look at the following example.
If the average person walks through a shop at a new store and needs to buy a tin of beans, which do you think they would be more likely to buy? The home-brand or the Koo brand? Just based off of appearance the first tin to be looked at is the Koo Beans tin. The only reason people will buy the house brand is because of price and not appearance, however, that will only happen after the client has tried the Koo brand and wants to try the house brand. However when it comes to taste and overall value, Koo wins every time.
How Much Should I spend on my logo?
How much are you willing to invest in your brand? I find that people that invest heavily in their brand are serious about their business and will do whatever it takes to make their business work. However, on the other hand people that spend little or nothing on their logo normally don’t go very far unless their business is completely unique to the market. For Example, Nike’s creation cost $35. (R400) However that was in 1971 which converted today would be around $400 (R7200). Co founder of Nike, Phil Knight later gave the designer commissioned graphic design student Carolyn Davidson shares in the Nike business around $600 000 worth (R10 800 000).
Spend what you can afford, Invest in your business. The more you invest, the better the quality of your logo and brand will be. The Less you invest, the more problems you will have.
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