Cheap logos and Free logos are rarely that.

Lately, I have been coming across a post saying something like: "I will do 3 logo designs for £15".
And of course, I scoffed, rolled my eyes and went on an adventure to find out the level of sophistication that "designer" is offering. Well, imagine my lack of surprise when I saw a bunch of AI/free logo tool graphics as a "portfolio". I am trying to understand why a business would go with that kind of solution knowing how important a tailored logo is.

Is it just about saving money, or is it a lack of awareness about the true value of good visual identity?

We all know that commissioning a logo can come at a budget-stretching price. Yet, after pouring so much effort into planning and business development, it's puzzling to see a product or service adorned with nothing more than a mediocre graphic that is a result of a few surface-level inputs into a generator. It is like dressing to the ball and putting wellies on.

Sure, I understand that there can be circumstances that will make you consider getting help from an algorithm and if you read any of my previous posts on logo design you know that if you can make it work you deserve a standing ovation. Not because you have achieved something impossible but because I know how much work you have put into it.

I am also aware that logos don't make or break a brand but they will either help it become memorable or send a wrong vibe in which case you will stack more odds against your own business. And let's be honest running a business is not a walk in the park.

When I am designing a logo I have to think about how and where that mark will be used, to whom the brand is talking, and make sure that is aligned with the core idea. Not to mention what fonts, colours and images should go with it, plan for the growth and very importantly allow space for creativity so the internal team doesn't get bored. By settling for a free graphic you will be forced to tackle all the above and pay with your own time that if free could be spent on marketing or finding new clients.

For people who create designs for the price of coffee, the business strategy is volume, not value. They won't get to know you, your business, the mission and vision won't matter to them as well as the audience you are working so hard to attract. One of the qualities of a good visual identity is making whatever you sell easy to do. If the outcome of a designer's work only touches the surface level of what lies at the core of your enterprise how are you supposed to convey any deeper meaning or value?

The volume approach brings another issue. To churn out graphics on an industrial scale the creator needs to automate the process and to do so they have to reuse elements from previous work. That means the uniqueness of the emblem goes out of the window.

I have been working on launching my new business venture since the end of 2023. Believe me when I say I am very familiar with how much effort it takes and how important it is to delegate certain aspects of business to experts. It's an investment that not only promises to pay for itself but more importantly, enables me to focus on what I do best.

So before you decide to go on that path talk to a designer. Most of them (present party included) offer something akin to (no obligation) free initial consultation.