Common Misconceptions About Logo Design

I have worked on several logos, and it is even more obvious now that we need to have a chat about what logos are and what they aren’t.

And I am so excited because long time graphic designer/chalk artist and fellow small business owner Dominique Davis from Chalk Artistry and Design is weighing in today with her expertise!

Before we get ahead of ourselves, let’s do a quick recap of branding – because your logo is part of your brand, right? But what does “branding” really mean? 

What A “Brand” Means

Your “brand” is your message: who you are as a business – and
your promise to your customers.

It is essential to have a brand because it:
1.) Establishes an emotional connection with your customers
and
2.) It differentiates you from your competition.

Your logo and tagline are the avenues where you communicate
that message.

“A brand is much greater than the sum of its parts. It’s bigger
than typography, the buzz words, the color palette, textures
and patterns. A brand is the way you make people feel about
your business. It’s how you serve your clients – the
reputations and legacy you leave behind. Strong brands stand
for something. They build communities & evoke loyalty.
They strive to bring people together in the support of greater cause, shared interest or philosophy.”

Natalie Frankle (Founder of Rising Tide Society)

Your Brand is Not…

• Your logo
• The colors you use
• The font you picked
• Your Instagram feed aesthetic
• The compliments people give you about your photography.

Let’s talk about the misconceptions you might have about logos:

• “I need a logo to start my business.”

So often, the customers who come to me for a logo design think that their logo is the foundation on which they build their brand. That they have to have their logo done in order to have a brand.

• “My logo should convey my entire business model”

Not possible. Your logo should be the icing on top of a well baked, well formed cake. It has no bearing on the structure of your business. While it is important for brand recognition down the road – it doesn’t make or break your business.

Ex. When you think of the Starbucks logo – could you tell me what it means? No? Are you instead thinking of ordering a Grande Pumpkin Spice Latte? Perhaps the way your hair smells after being in the building for 10 minutes? Or even a breakfast sandwich that has been sitting and steaming for a few minutes because it’s too hot to eat?

• “A logo should convey emotion.”

It doesn’t. YOU do. With your content. The way you interact with people, how you deal with your customers. It is merely a conduit for recognition of YOU. I don’t know how to say that in simpler terms.

• “I can just order a logo off of Fiverr for $50”

Sure. You could do that. But I guarantee you it’s going to look like every other logo ever created. Just like you could cut corners and try to spend less money on your marketing, but if you have a logo that doesn’t fit with the mission, message and what you’re trying to convey – then it’s better if you have no logo at all!

Quality isn’t cheap and cheap isn’t quality.

“Your brand is like a good stretch. You have to do it from the tips of your fingers, all the way to your toes for it to be effective.”

– Maplewild Marketing

With that being said, grab a cup of coffee and read through thoughts from someone who has seen her fair share of logos!

Dominique, I just want to ask you a few questions today, so let’s get started!

What are a few common mistakes you see people making all the time in regards to their logo?

Logos are truly an expression of the soul of your business. I think many times small businesses make two common mistakes with their logo: 1) being too trendy and 2) not hiring the right professional designer. Trendy logos tend to get lost in the crowd; a logo that goes the distance is something that is memorable for all the right reasons. Hiring a professional is really a great help, as you can otherwise end up struggling to create the idea in your mind with limited success or spend valuable time learning how to do so (time that could be better used in further developing your business).

There is no shame in outsourcing! But you do have to hire the right person for the job. Look critically for the designer whose previous work speaks to you, who is well reviewed, who communicates well from the beginning, and who listens to your thoughts but provides feedback where needed. It’s easy to get a cheaply made logo too – but that’s exactly how it might look and feel in the long run as well. The professional process is most times multiple iterations (and potentially, weeks) long and may require a good deal of specific artistic direction to reach the end result.

What’s something people need to think through when building out their logo?

When building out a logo from scratch, take some time to do a bit of research and make a few notes to help your prospective designer catch the vision you hope to see come to life. A helpful place to start is looking at the mechanics of logos already in existence.

• What do you like / what do you not like?
• What does the logo do for the you, as the viewer or you, as the customer?
• Are you open to having your designer provide feedback or unique designs – or do you have an idea you want to see come to life?
• What color or colors would you like incorporated?
• Do you have particular typography (font styling) in mind for the end result?

Knowing the answers to these will help inform your logo build from the beginning and make for a much smoother process.

Any tips on getting ideas to bring to a designer?

Ideas you bring to your designer could include swatches of colors you would like incorporated, fonts that go along with the feel of your unique brand, or layouts you like from other logos. These layouts should only be used as templates, as your logo should be unique to you and your brand. While they are helpful, it is not always necessary to have visual representation for things you have already researched. The questions you answered during logo research might overwhelm your designer, they will allow your designer to envision the end result and help give a direction to the process. The more information you can provide about your brand and your vision, the better the designer will be able to execute on your logo. 

The more information you can provide about your brand and your vision, the better the designer will be able to execute on your logo. 

Dominique Davis (Chalk Artistry & Design)

What makes your process different from other designers?

The process of logo creation is as unique as the designer. This is not to say that a designer is less unique if they create bulk standardized logos. Those have their place as well. Our design process is especially concerned with producing handcrafted logos that consciously emulate the branding they will represent. It’s important that a business, large or small, understands that their logo plays a critical role in making their brand memorable. We will walk through each iteration with you, from beginning to end, making sure to communicate well and often. It might feel like a hands-on approach, and that’s because it is!

What’s a competitive logo rate and why should a person pay the money for it?

If you look for logo rates online, you will see a large range of competitive rates. Logos can also be procured for free on a few sites, but as the old adage goes, “you get what you pay for.” If you are just starting your business, you can expect a well constructed custom-designed logo to cost from $300-$1300. The cost is primarily driven by the demand for the designer and the quality of their finished products. Take time to do some research and find a designer whose work best captures the creative vision you have for your brand. The right designer will help take the guesswork out of the process, pinpoint what you want / need to communicate through your logo, and bring your ideas to life. Invest in the success of your business by outsourcing this potentially overwhelming process. It is an excellent way to preserve your valuable time and support another professional.

Let’s Sum Things Up!

A big thank you to Dominique for sharing her ideas and opinions on this blog post! If you are wanting to talk more about creating a logo, feel free to reach out to me at maplewildmarketing@gmail.com or sign up for a discovery call to chat! Dominique and I work together to bring your logo to life.

As I’ve stated before – a logo is just part of your branding. It’s incredible important to think through your logo, because while it doesn’t make up your entire brand, it is definitely an important part of it. There are SO many misconceptions out there, and options, that it can be overwhelming to build your brand.

In fact, I published a podcast episode on March 10th, 2021 with Tara Cochran of Olive Fox Brand Strategy + Design to talk about all things branding and it will pair with this blog post like Bailey’s Irish Cream with a freshly brewed cup of French roast. You won’t want to miss it.