Logo design is not merely a graphical representation of your brand, and thus it should not be considered as an image that fills the blank space on the top of your business card. In this highly competitive market, it is not at all the smart move to recklessly do something trendy. It is not like getting a task off your list so you can proceed to selling widgets to your clients. And thus, the logo design process should be given value way beyond the delivery of a graphic.
Design is not a product
Numerous logos however are being sold merely as a visual representation. Crowdsourcing and online logo warehouses have made the purchase easy and quick with less or no need for any true understanding. So, both the client and “designer” do not get bothered by investing in developing a deep and clear understanding of brand, strategy, marketing, as well as the design principles. This makes logos a generic product that can get applied to whoever wants it.
Understanding is a service
One of the greatest values that a graphic designer can offer is the ability to transform the understanding of the brand into a visual representation effectively. A designer can help with the fostering; a logo alone is not just a great way to develop a strong brand. This power can only come from understanding.
Understanding makes things right
Crowdsourcing and online logo warehouses put the responsibility on the customer to ask the right questions, in order to confirm the answers, and to transform that information into the choice of a graphic. While doing so, they overlook the most vital part of any identity project, i-e., to focus on developing an understanding.
Comparatively, a graphic designer can provide a channel of understanding between his/her client’s company and its audience. They would ask the right questions, pushing their client for authenticity. They can then validate the responses, making certain that there are no understanding gaps or differences in thinking. They will provide direction and guidance based on strategy.
To put it short, hiring a graphic designer guarantees your visual brand will have a solid foundation built on understanding. This surely worth you more than a graphic that seems cool and trendy, but leaves you floating with vacuous and spurious reflection of your brand.
The most loved brands, those that last, are authentic. Authenticity requires understanding. Understanding requires expertise and experience. Experience requires time that costs money.