MiniMizz ::: Clip Art and Script Font does not a Logo Make

*Sigh* It has been quite a day... and to top off the thunder and lightning that absolutely drives me batty, I had a most exhausting back and forth with a client who isn't getting that the logo she says she wants is not a logo. To avoid more confusion, I decided to send her a list and I am going to repost it over and over again. And maybe once more.

What it IS:

A visual representation of a business, a part of your brand
Simple
A vector image that can be resized without pixelating (i.e. those little jagged squares and blurs you get when you resize a picture)
Looks as good in black/white/gray scale as it does in color
Simple
Created in programs such as Illustrator; or a very talented designer can do it in a program like Photoshop
A very labor and time intensive project that involves the designer AND the client; therefore,
Is an investment in your business and should be budgeted for accordingly.
Did I mention simple?
Can be put in front of any background or on any element.
Looks good online AND in print

What it's NOT:

Photographs or stock images/clip art
Dependant on having a color background or texture elements
Extremely busy and have a lot going on
Created in Publisher, Word, PaintShop, etc.
Changed every time the wind blows

Not only is your logo a representation of your business, it also tells the public how seriously you take your business. A true designer interprets your vision/mission statement into a visual element. I'll get into designer vs. desktop publisher in another MiniMizz post, but just because one can use design software does not mean they are a designer.

A good logo is not inexpensive - most designers I know charge $400 to $1,500 to start; if you want the source file so you can change the colors and stuff yourself, add some more to that figure. Artwork that will be used commercially may add more to that rate. Of course, if that is out of your budget there are sites that you can create your own logo BUT keep in mind that other businesses may/will be using some of the same variations that you do. If you don't intend to grow your brand, then that method is perfectly fine.

Your logo should also be made available to you in 72, 150, 300 or 600 dpi (dots per inch). The 72 and 150 dpi is good for online use, the higher numbers are used for print. Be sure that the designer you hire has a contract that spells out how many mocks and revisions are included in the rate and what file formats you will receive. Most common files will be jpg, gif and png (for transparency) or eps; if you are going to have the source file it will be psd or ai.

Hopefully this will help just one person to understand what is minimally involved in creating a logo.

This is a great post, which is why I have decided to feature it on 'The Business', a digital magazine featuring the best Small Business discussions and material on the BBWO Network. This is a new feature, so it is still being customized and I would love your feedback. Feel free to add comments on 'The Business' page. I've been wanting to set this up for a while now, especially after reading the responses I got from my post 'Putting the Business Back in BBWO.' As our community gets bigger, it is becoming a SPAM magnet, and I want to ensure that does not happen. We are experts in our own right with tons of info and experiences to share, which is what I want BBWO to continue to be about. If you feel as I do, great! Continue writing these wonderful posts and I will do all that I can to promote you and your business.

Quick tip: If you haven't already done so, feel free to include your web banner or business details at the bottom of this post. I hope that with the new Magazine page, more traffic will be directed to your way!

Take Care,
LaShanda

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Comments

Danielle Holdman May 31, 2009 at 2:42am

This is excellent and I am glad that you wrote this.I personally do not create logos but one of my close friends/business associates does and her work is excellent. Only thing is that I feel she is getting what she deserves. Example of her work is the logo for my online magazine www.urbaneperspectivemag.com.

I tried explaining to one of my ex-clients why she is paying the amount she is to my friend/business associate...and she DIDN'T get it. She looked at the logo as another easy 2 do "drawing" in her words. I was frustrated with her. I actually felt offended!!! A lot of folks who aren't designers don't understand why they are paying hundreds or even thousands for something so "Simple". I feel they aren't respecting the designers imagination, business smarts, and their talent. Also how it can make or break your business. You article needs to be passed along....

DMH
cecilia November 15, 2008 at 7:41pm

Good Post!
LaShanda Henry November 15, 2008 at 7:11pm

This is a great post, which is why I have decided to feature it on 'The Business', a digital magazine featuring the best Small Business discussions and material on the BBWO Network. This is a new feature, so it is still being customized and I would love your feedback. Feel free to add comments on 'The Business' page. I've been wanting to set this up for a while now, especially after reading the responses I got from my post 'Putting the Business Back in BBWO.' As our community gets bigger, it is becoming a SPAM magnet, and I want to ensure that does not happen. We are experts in our own right with tons of info and experiences to share, which is what I want BBWO to continue to be about. If you feel as I do, great! Continue writing these wonderful posts and I will do all that I can to promote you and your business.

Quick tip: If you haven't already done so, feel free to include your web banner or business details at the bottom of this post. I hope that with the new Magazine page, more traffic will be directed to your way!

Take Care,
LaShanda
Lila Polite July 18, 2008 at 4:15pm

No doubt, they all circle back in the end.
Lila Polite July 15, 2008 at 3:23pm

I hear you. No need to justify yourself. Folks are more than willing to pay the price. Trust!
Rikki July 15, 2008 at 2:49pm

Thanks for the comments ladies!

I had to adopt the attitude of "this is who I am, what I do and what I charge. If you can't rationalize the investment then I'm not the one for you". I know personally, if you are trying to get my business I am going to check you out. If you're site is hosted on a free server (I will give a pass to the MSN/Yahoo/WordPress free accounts if it is a temporary situation), and your business image is haphazardly put together, there's a 99.9999% chance that I won't spend money with you. I work hard for my disposable income - why should I give it to you if you won't invest it in yourself? Honestly.

I started to write more, but then it turned into another blog, so I will finish it up and post.
Lila Polite July 14, 2008 at 10:12pm

You're right! Your logo is your identity and a reflection of you, your personality, style, etc. Your package (cards, letterhead,postcards, site,etc.) reflect that as well. I rather you hand me a post-it note with your email address and number, than some card you printed at home with the perforation marks still visible and generic clip art. Not a good look. So not how you should treat your business and the blood, sweat and tears you poured into to it! That is a refelction of you. Don't do yourself like that and others won't either...Then again, don't have beautiful packaging , no substance or quality deliverables either. But that's another post!

Carry on!
Olga Kenyatta Little July 14, 2008 at 9:43pm

I feel ya sistahs. I'd rather you go without a logo until you can get one that reflects who you are. I know business cards tell me a lot about a person and their business. Right now I'm in the process of creating a logo for my business (not sure of the exact name, but working on a logo). I want everything to be top notch. Good looking out!
Lisa McGainey July 14, 2008 at 9:25pm

Awesome... it's true as a business owner, it's the last thing one thinks about. I mean using a logo/corporate identity. When I first began my business, I used a photograph. The photograph dipicted what I did, but it did not represent who I was or what my company stood for. When I sat down with my graphic designer, I shared with her my vision. I told her exactly what I wanted to do with the image and where I wanted to go with it. I incoporated my two favorite colors, and told her the image I wanted and she took it from there. Viola! Now my company is known by it brand image. I have files that allow me to use my identity in various capactices. And to be honest, the money spent, is surely an investment for the return. I realize now how important a graphic designer's job is and I also realize how much work you guys put in and I salute you. I also, thank you for sharing your gift with the rest of us.
Lila Polite July 14, 2008 at 8:32pm

Amen to this post! I need to share this with the folks I argue with, or should I say sed to. I gave up. I find myself now trying to explain the difference between what I do and what they think I do. How I'm an agency much like the ones they would like to employ, but think they can nickle and dime me instead because, I don't have 150 employees and therefore, I must not be that big or important or worth my hourly rate. I guess I msut have fooled all the global brands that hired me and all the BIG agencies that contracted me to handle work they weren't familiar with. Aaahhh, thanks for letting me vent.
Stick to your guns my sister, and don't let your creative spirit be broken! Lord knows, they will try you haha!

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