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There are numerous online logo design factories that, in
general, create a certain genre of logo designs. The majority of logos fall
into the category I call, logo-strations. They are mini logo-illustrations that
describe what the business is about. Most of them are simplistic in theme and
often busy or flashy in their appearance. I'm generalizing, but I think the
logo factory's business model promotes and supports this method of making a
logo. If the consumer is going to pay $199 or less for a logo, it had better
look like the work is obvious, right? There had better be a bright palette of
colors, swooshes, mini-illustrations or type effects to justify the payment.
Recently I considered a small group of freelance logo
designers, who brought logo-stration to a very high level. I think this group
is revealing, because they are designing on such a high level that the
illustration really becomes a viable mark or symbol. This is where the line
between a very good logo design and an average logo design revealed itself to
me. Poor logo-strations describe the entity, whereas very good logos are
symbolic of the entity. To make a symbol is by the nature of the
process, reductive. Poor logo-strations are by the nature of the
process, descriptive without being reductive.
Picture in your mind some logos that are common in every day
life: Google, Exxon Mobil, Marlboro, Apple, Wal-Mart, CNN, Pepsi, Hanes, GAP. None
of them are logo-strations. There isn't a newscaster with a microphone cord illustration
woven into the curvaceous CNN logo. There isn't a web icon of a magnifying
glass over a mini web page next to the Google logo. There isn't an illustration
of a gas pump worked into the E of the Exxon Mobil logo. You get the picture.
Because of the proliferation of these logo factories, they
have collectively created a niche that is self-validating. If it is online and
cheap and plentiful, it must therefore be redeeming. Certainly the cost is
redeeming. Particularly for small businesses and start-upsbetter to put your
money into marketing than dumping too much into the logo. Well, unless you want
to get known nationally or you need to pitch big clients. Then, you would look
a little foolish with your logo-stration and the branding that would have to
match it. Several years ago I made a logo for a small business that didn't have
a lot of money, but they had a vision. They are successful now selling on
Target.com and a suite of logos I designed helped to pave the way. Paying
double, triple, quadruple the online logo factory price was an investment for theman
investment that paid off handsomely.
This brings us to the fork in the road of the logo design decision-making
process. You will need to decide: is the logo something I need to buy off the
shelf or is it something to develop as part of the greater business plan? Whichever
answer is right for you, budget accordingly and try to get the best product you
can afford. The logo is the cornerstone of your branding and all other print
designs and web designs will take their cue from the logo. The more you are in
touch with your own goals, the more comfortable you will be with the direction
you ultimately take.
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