Visual identity design: quick fix or deep dive?
Whether you're a startup looking to make waves or a brand looking for a makeover, a fresh new logo and visual identity is a game-changer.
There are four main ways to get the job done:
You fancy yourself as a designer and you're not afraid to have a stab (we respect your confidence).
You have a mate or a family member who 'does a bit of graphic design.'
You give a platform such as Fiverr, 99Designs or People Per Hour a whirl.
You speak to someone like us.
There are legitimate and bona fide reasons for each choice. Typically the contributing factors to which one you chose boil down to speed, cost or quality. We recently watched an Instagram post from some bloke in Oklahoma who fits floors (stay with us). The takeaway from his post went like this... there are three factors to consider as a client: quick, cheap and good. The trade-off is you can only pick two.
If it's cheap and quick, it won't be good.
If it's quick and good, it won't be cheap.
If it's cheap and good, it won't be quick.
There may be some exceptions, but on the whole, you have to give it to him. That's business.
So, here's the scoop – DIY, gifted or cheap logos might seem like a quick fix. But working with people who do this for a living will likely give you a better output, in a reasonable amount of time with far greater security. A good agency will also throw in a robust strategy (the reasons why their design work works). This will give you confidence they have your best interest at heart, and help you to decide on the right approach.
I suppose, this article is loaded in our favour, we are a design agency afterall. However, below are seven factors to consider:
Time crunch
Designing a logo takes time – heaps of it. Pro designers clock hours, days, even weeks perfecting their work. It's an essential part of the process. If design isn't your first love or background, you'll burn time wrestling just with software.
Looking good
Your logo's your brand's face, character, and identity. What you need is a polished, professional look that absolutely represents you. Trust us, anyone who knows their onions will easily spot flaws in a design or concept. In such a competitive market where people buy with their eyes, do you want to be at an immediate disadvantage with an average appearance?
Sweet harmony
A logo and a visual identity don't make a brand; this is a common misconception. A brand is a psychological theme that is living and breathing. It's also what your customer's feeling it is (albeit with a little steer from you). On the other hand, a visual identity is largely aesthetical, the visual elements people use to recognise your brand.
Cheap out on a logo without a brand or work with a designer who doesn't understand brand (yours or otherwise), and you'll be bracing yourself for inconsistency and a lifetime of headaches.
I know best
Having a go yourself, working with a mate or trying to direct someone who's going to smash out three designs for $11 probably won't work. You're too close to your brand. Working with people who specialise in visual identity design will bring an outside perspective. They'll steer you away from what might flop and make your brand marks shine. Remember it's their reputation on the line too. The work they do for you will be their meal ticket to the next gig, so they're not going to lead you down the garden path.
Swiss army knife
Logos go places – websites, packaging, billboards, the works. Professional visual identity designers will consider brand application. It's imperative your logo works at any size, format, and anywhere. Often this requires a collection of variations such as horizontal, stacked, a stand-alone symbolic brand mark and a combination of brand mark plus type. If they're worth their salt, they will also produce a handy guide explaining exactly how you can get the most out of your logo.
Timeless wins
Top logos are timeless, clean, and straightforward. People who don't pay the bills creating visual identities are likely to make the mistake of adding in too much detail or riding a trend.
Spending any amount of money on a logo will cost one way or another. It's worth getting it right first time. There aren't really shortcuts. Often the cost of having a professional do this for you covers the cost of their experience, built up over decades.
Colour, typefaces and font weights
Colours and fonts speak volumes. Pros get the psychology behind them, steering clear of trendy traps and cultural misfires. Typefaces are cheap, often free, but how they are applied determines value. There is a fine balance and a hierarchy between colours, type and font weights that also determines the significance of communications.
All the gear and no idea
Having a logo produced for you is a great start to releasing your brand out into the wild. Logos are versatile and instantly up the ante on content. However, a logo is simply one tool from a box of many. Consider investing in a full visual identity, brand elements, guide and content templates. Something like Canva is a great fix for time poor businesses that don't have the luxury of an in-house designer. However, it's worth working with someone to help you setup your brand ready for success.
This isn't an exhaustive list; there are many other things to consider when deciding which route is right for you. Our departing advice is to not underestimate the value of your brand identity.
Whatever you decide, enjoy the creative journey!
