5 reasons why you should never buy a company logo from a catalogue
This is a subject I’m often asked about. In fact I know of people in my profession that do. But the truth is, in all my years of working in this industry, I’ve never seen or heard of a successful case in the long run. And if you’re serious about your business, you really shouldn’t do it. Here’s why:
1. Many others will be using that very same design
Successful businesses differentiate themselves. So be original with your visual brand identity and position yourself accordingly.
2. Their accompanying elements are usually arbitrary
It might look nice having a certain kind of swoosh or band running across your stationery. But unless it actually represents something that’s relevant, you’re decorating valuable marketing real estate for decoration’s sake. And not as a way of reinforcing what’s special about you.
3. A logo is only as good as the system of elements it belongs with
I recently saw a post on a social networking platform asking people their logo preference from a selection provided. Many commented, but I was surprised to note that nobody asked about the positioning of the company. How they planned to ‘set out their stall’, or what the other elements of the identity were. Only then can you begin to determine if a particular logo is right.
4. If you’re trying to brand your business ‘on the cheap’ you’re missing the point
The value of a successful brand can be worth far more than the actual value of a business itself. When BMW bought Mini they weren’t buying a factory, or a manufacturing process. They were buying a name. A brand. And all that it stood for.
5. Business will always be a people business
When you instruct a professional graphic designer, you’re establishing a creative partnership that will pay dividends. Not just now, but with every creative challenge going forwards. Having visual assets is good. Having an inventor on tap is worth far more.
About the author:
Phil Armstrong is an award-winning Art Director and Designer with over 25 years experience in brand design, marketing and advertising. He works directly or through design and advertising agencies for clients and brands throughout the world and can be reached or commissioned by clicking here.
