When you’re ready to create a logo for your business, you might be tempted to go with the cheapest designer possible. It’s easy to find cheap designers, but you will get what you pay for.
Nothing is more important than your logo. While you can use cheap designers for a handful of other graphics, you need a professional graphic designer to create your logo.
- 1. You need print-ready files
- 2. Logo design is a unique skill
- 3. DIY designers often use online logo makers
- 4. You might end up with a stolen logo
- 5. Your logo says everything about your company
- 6. You need image files optimized for the web
- 7. Simplicity is king, yet simple design isn’t easy
- Need a professional logo for your business? We’ve got you covered!
1. You need print-ready files
A professional graphic designer will prepare print-ready PDF files so you can continue printing your logo and any other brand images. You need print-ready PDF files because it’s the only way to retain the quality and proper dimensions of an image.
If you want to print on any of the following products, you’ll need to send PDF files to the printer:
- T-shirts and hoodies
- Backpacks and other bags
- Hats and purses
- Physical goods like coffee makers or USB drives
- Stickers and car emblems, especially wrap-arounds
When you want your custom logo printed on various products, you’ll need to supply the business with a PDF file. Without this, they can’t print your design on their products. You can’t just send them an image file – it won’t work. Their printer is set up to use only certain types of files, which is almost always a PDF file.
You can’t print image files
If you try to print an image file, it won’t look good. No matter how hard you try, you’ll never get a .jpg, .png, or other image file to print well unless it’s been prepared as a print-ready PDF file.
Inexperienced, self-taught graphic designers don’t always know how to prepare a PDF file for print.
There is an art to creating a print-ready PDF file; you can’t just save a Photoshop file as a PDF. To prepare an image for print, you need to take several additional steps, like set a trim area, a safety area, and a bleed.
Resolution determines printability
If you’re working with an inexperienced designer, they might not create your logo design file in the right resolution. From the beginning, your logo should be designed in at least 300dpi, not the standard 72dpi that is automatically set for new Photoshop files.
72dpi files are not exactly printable. Technically, you can print them, but they will only look good when small and on paper. These small images will be useless for posters, books, banners, clothing, and any other printing needs. If you ever want to print your logo and all you have is a 72dpi image file, you will be out of luck.
Unfortunately, you can’t just change the resolution of a file and expect the design to change resolution, too. If someone designs your logo in 72dpi, they’ll need to recreate your logo from scratch in 300dpi to make it printable.
If you’ve already paid for your design, you’ll have to pay another designer to recreate your logo. However, there’s a problem with this solution.
If your designer didn’t transfer the copyright to you, then you don’t legally own your logo design. If that’s the case, another designer can’t legally recreate your logo without violating your original designer’s copyright.
To avoid these expensive and frustrating pitfalls, hire a professional, experienced graphic designer from the start.
2. Logo design is a unique skill
Just because a designer can make amazing abstract art or pixel-perfect web graphics doesn’t mean they can design a logo. In fact, logo design is one of the toughest areas of graphic design to master.
A logo is more than a design – it’s a statement. Part of creating the perfect logo requires being able to understand a brand’s core values and desired image and then translate that into a simple graphic. That’s a tall order.
When you’re getting a logo designed, you’re paying more for the designer’s idea than the actual design. In other words, the value of a good logo designer is their ability to come up with the idea, not their technical skills. In fact, the world’s most memorable logos are so simple they cost next to nothing to design.
For example, check out these corporate logos and notice two things: the simple, most memorable logos cost between $0-$35, while the more complex and bizarre logos cost between $33,000-$625,000. The only company listed in this article with a simple, yet expensive logo is the Pepsi-Cola logo redesign, which cost $1 million.
The corporations with complex, clever logos might be well-known, but their logos will always be a barrier to their memorability.
3. DIY designers often use online logo makers
When you’re a business professional without design experience, getting a bunch of logo samples from a designer can be a misleading experience. You might look at a whole page full of logos and be absolutely impressed by their work. What you don’t know is they’ve used an online logo generator that automatically adds text to a set of pre-made designs.
There are so many online logo makers available today, and they can produce some decent-looking designs. The problem is that these logo generators recycle the same base images and no logo is truly unique.
Your designer might present you with a beautiful, yet cookie-cutter logo and charge you a fortune for something that took them a few minutes to generate for free.
4. You might end up with a stolen logo
Imagine hiring someone to design a brilliant logo and a short while later, you find out your logo actually belongs to someone else when you’re served with a lawsuit. That would be devastating, but it’s a possibility.
Sometimes, scammers with mediocre design skills use other people’s portfolios to get gigs. First, they collect an initial deposit from a client. In the end, these scammers deliver a final design that belongs to someone else.
When you hire a graphic designer off of a classified ad website where you can’t verify the designer’s true identity, you don’t know who you’re communicating with. If you can’t verify a designer’s true identity, you risk getting scammed.
Working with a reputable, professional graphic designer is a completely different experience and you’ll get a unique logo.
5. Your logo says everything about your company
Your logo will create both conscious and subconscious impressions on people no matter where it’s displayed. Only a professional designer can design a logo that conveys the proper messages to others.
Graphic design is a specialized skill that requires more than just knowing how to create graphics using Photoshop tools or similar programs. The technical aspect of graphic design is fairly easy to learn.
Anyone can take a few lessons to learn how to make beautiful graphics in a short period of time. With enough tutorials, anyone can learn even the more complex ways to use the basic tools.
What can’t be learned through online tutorials is how to convey a brand’s main message through a logo. This is knowledge that can only be learned by studying marketing psychology.
Your logo should accurately represent your brand. Having a meaningless logo that simply looks good is an option, but that only works with incredibly simple logos. Even so, the logo matches the brand in some way. For example, Apple’s logo is an apple. It’s a simple design, but it quickly became the company’s brand identity.
6. You need image files optimized for the web
Inexperienced graphic designers, especially self-taught, often struggle with optimizing images for the internet. Technically, you can optimize images with a simple computer program, but it’s better to have a professional optimize your logo files.
Having a professional graphic designer optimize your logo for the web will ensure your website will display a clear, crisp version of your logo. DIY designers might compress your logo without maintaining its crispness.
If your logo contains text, that text can become blurry when compressed without maintaining the sharpness. A professional designer will know how to avoid this issue.
7. Simplicity is king, yet simple design isn’t easy
Professional designers generally keep their logo designs simple. They know the most effective logos have simple lines, shapes, and limited text. Think about Nike’s image – it’s a curvy checkmark they call a “swoosh” and it’s one solid shape.
Although it sounds contrary, it’s not easy to create a simple logo. The tendency is to get creative and clever, which can take a design off into the weeds.
Simple is a proven approach to logo design. You won’t find complexity in the logos belonging to the world’s largest corporations. For example, major corporations like Shell, Pepsi, Target, Google, Domino’s Pizza, and FedEx all have simple logos.
A simple logo has several important characteristics:
- It becomes immediately memorable (there are no details that require repeated, prolonged exposure to remember)
- It’s recognizable from a distance
- It has large areas of solid color
- It reflects the brand’s name (ex: Target’s logo is a bullseye, Shell’s logo is a shell, Apple’s logo is an apple, and the logo for Domino’s Pizza is a domino).
Complex logos don’t usually work for several reasons. First, complex designs with gradients don’t print well, and details are lost at a distance and at small sizes.
Since many self-taught graphic designers don’t have extensive marketing experience, they don’t usually understand the importance of simplicity.
Need a professional logo for your business? We’ve got you covered!
If you want to build a strong business, you need a logo that represents your brand and the vision you hold for your company. Not just any designer will do – you need a professional, yet affordable designer to bring your logo to life.
Do you need a logo that you can print and use on your website? Our professional graphic designers can create a logo that will command respect and make your brand memorable. Contact us today to discuss your project and get a free quote.
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