"I can make my own logo. So why should I pay a professional to do it for me?"
That's a line I've heard time and time again, often said by new business owners who used a free font in Canva, or worse: took a screenshot of a font from Myfonts and cropped it to make their 'logo'.
I don't blame new business owners wanting to save money. After all, starting a business can be costly, especially if you don't have any clients yet. But investing in something as essential as a professional logo is what I like to call a smart investment: an investment that will pay off ten-fold. And investment you won't have to make again for years.
Hiring a designer to create your logo doesn't cost very much in the grand scale of things, and it benefits your business tremendously.
You're probably wondering how. I bet you're thinking...
- I've survived perfectly fine with my homemade logo so far.
- What's wrong with taking screenshots of fonts from sites like Myfonts and cropping them to make my logo? (You know that's illegal... right?)
- How can a logo benefit my business so much?
I understand that it can seem baffling to non-designer. That's why I'm going to break down why you need a professional logo, and the difference between a professional and homemade logo. By the end of this article you should be perfectly clear on whether you need to purchase a logo design or not!
The difference between a professional logo and a DIY'd logo
Believe it or not, there are a lot of differences. BIG differences. But here are the most imperative...
01. Level of experience
Even though you may think your logo is utterly beautiful, someone with years of design experience may immediately be able to see that it isn't.
Why is that?
A novice hasn't designed anything before and lacks experience, knowledge and an eye for brand design. Because of that, they sometimes don't recognize their creation isn't great.
But a designer has had years of experience and will be able to perfectly articulate what you want your brand to convey through your logo and style.
I'm not saying that anyone who isn't a professional designer sucks at design- nooooo way. Some people are naturally talented when it comes to art and design! But if your speciality isn't design, don't try and kid yourself into thinking that it is. That's like me trying to take perfectly professional photos of my workspace. They'd probably turn out OK, but I wouldn't be able to get my photos looking as good as a pro would because photography isn't what I specialize in.
A novice who DIY'd their logo most likely made it in Canva or Photoshop. You may think that Photoshop is an acceptable program to create logos in, but it isn't.
Designers use Illustrator to create logos because Illustrator allows vector designs, and Photoshop doesn't. A vector logo can scale to any size without pixelating or losing quality.
Designers also go even further by ensuring the logo is print friendly, is in a variety of web and print file formats for the business owner, and is correctly set up.
If the business owner sent off their homemade logo to print, chances are that it would come out blurry. But a professionally-made logo won't.
Let's face it- most people can spot a DIY'd logo from a mile away. An unprofessional logo gives off an unprofessional impression.
If you had to choose between buying from a shop that has a professional logo and polished image, and one that has a DIY'd logo and amateur identity, who would you choose? I'd choose the former.
How you present your business will hugely impact your level of success. At the end of the day, you could have the best homepage copy in the world, the most amazing head shots, the greatest products and a killer marketing plan... But a shabby presentation (aka. brand identity and website) will put most potential customers off before they even get to the other stuff.
Think of it this way. Imagine you're walking along the street and you pass a tiny, soggy cardboard box. Would you pick it up and look inside? Of course not! You'd walk by without a care in the world.
What if the box was a Tiffany box? One of their signature blue boxes? It's just sitting there, unopened, right beside your feet! Would you bend down and pick it up? Would you check to make sure there's something inside? Would your heart flutter when you see a beautiful diamond ring inside?
The answer to all of those questions is yes.
But why? What's the difference between the first scenario and the second?
Even though a lot of business owners don't like to think it, presentation is the thing that will either draw customers in or turn them away.
Need a designer?
I'm currently booking design clients for the end of the year! If you're in need of a brand or website design for your small business, head over here to check out my packages, prices and process. When you're ready, get in touch and we can discuss your project!