You can hire a stellar graphic design artist...but they may miss the mark on your target audience and design your logo out of your prime demo. You can hire a marketing agency with an impressive client portfolio and then get a cookie cutter logo that leaves you...blaaah. Where is the sweet spot? Which route of procuring a logo is best for you? Below are my thoughts on a handful of options to explore when the question is posed for your brand.
Freelancer of graphic design may possess the training and experience in the arts that moves beyond color and shape. They tend to create utilizing the psychology of colors and shapes. They are most likely not to be behind on trends of styles and copy. They can be very affordable (me being one of them). Be weary though of someone who creates beautiful trendy logos, as they may lack the experience of helping you find your target demo in order to capture the most revenue with a relevant logo. After all, if they are not asking about your target market they may be making a logo for you that turns away your best demo. Plus an ultra trendy logo may leave you dated quickly and in need of another - brand inconsistnacy. The sweet spot here is to find a freelancer (like me) that has experience in converting industry and business data into demographics to point the creative in the correct direction.
Unlimited graphic designers are an unusual but beneficial beast. These designers will house many "artists" under one roof and pump out a plethora of choices and shoot back revision after revision. This is a great option of you are in retail and need a quick turn around and have an endless stream on promotions thru the year and will use them for more than a logo. The issue that I have found with these artists are that they do not have the individual talent that it takes to keep brands relevant and may ultimately produce a non-cohesive effect in your marketing.
Marketing agency...We have all been there thumbing through a brain-numbing deck learning about "what we need to be successful" which adds up to you spending tens of thousands in marketing with them...and a logo design. This may work if you are corporate and have a set budget...but I have seen it work not so well for small businesses. Consider searching around for a Boutique Marketing Accent near you. These are normally small but can be jam-packed with talent. I normally experience that these smaller versions will respect your budget and have tons of experience with entrepreneurs and small biz owners.
Successful logo creation is getting the right logo made for the correct audience. For instance it should start with a meeting where you, the client, brings data. Data on past sales, projected sales, demographics, compare other logos in your field, website analytics...all the data one can stomach. I normally make around 10-15 logos to begin with, then I narrow them down quickly with the client. Remaining firm on your vision should be received well with whomever you chose, but please be open to suggestions and guidance. The craft of color and shape psychology has decades and decades of rooted history and science that the artist is working with. Logo creation drawing the vision of your brand with one image, thus drawing in your perfect customer base. If you would like quotes on. my logo creation process please reach out to me today!
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