Okay. Warning: this is going to be a bit of a rant. Many of you already know that I am a graphic designer. I was a graphic designer before I was a doula. I have always been very artistic...it just comes natural to me. I am set to graduate from Rutgers very soon, and have a decent amount of experience in the field. I have held an internship, a few jobs, and have done a handful of freelance work. I just want to say this a lot of work goes into GOOD design. A lot. I mean hours and days. I spent months branding Loving Birth Services. Months finalizing the colors, typeface, logo, business cards, brochures, flyers, ect. But, I am mainly going to focus on logos in my rant today.
Think about it like this...
What goes into a logo design?
Let me break it down, so you get a general idea as to what goes into this. First you have to communicate with the client and see what it is that they are looking for. Then the designer spends time sketching, planning, researching and developing concepts. We have to think about the color palette, the “feel” of the logo, we have to make sure it makes sense for whatever organization we are designing for. We then have to present these ideas to the client. From there the client chooses a direction, and then the designer moves the sketches into the computer. And then we come up with an actual semi-finished design. Then we show the client proofs. Then we revise. And revise. And revise. And revise, until it is complete. The end product is usually 50% client and 50% designer. I found a great article that really breaks down why logos are not and should not be cheap: why professional logo design does not cost $5.00.
This all can and will take a lot of time. Which is fine, and I enjoy it. But, I cringe on the inside when I see “designers” offering logo design for <$40. Like really? You can do all of that work for $40 and under? Either these designers are skipping a few steps or they have a lot of free time that they simply don’t value. Logos should cost a lot more then $40.
And then to make it even worse, I see these “designers” creating logos in photoshop. Umm, excuse me? pause for a minute! Photoshop is for image manipulation, not logo creation! Logos need to be created in a vector based program, like adobe illustrator. Photoshop is pixel based. If you create a logo in photoshop you cannot make that image larger. If you manipulate that image it will become pixelated and distorted. Vectors can go as big or small as you want, without becoming distorted. Pixels...well they pixelate and look terrible.
So, to all the consumers/business owners out there: when you are looking for a designer to do your logo, please do yourself a favor and make sure they know what they are doing. Ask them what program they are making your logo in! If you “hit it big” and need your logo on a billboard, something that was made in photoshop will not cut it. Your finalized logo should be:
Easy to remember and recognize
based on a concept
Be able to be printed on different surfaces (ex: t-shirt, poster, business card, mug)
scalable--both big and small
Able to function in black and white
and rellevant to your company
I beg all of you small business owners out there to do your research before picking a designer. Cheap isn’t alway good quality!
And, I beg you designers out there that are guilty of the things mentioned above to please stop devaluing this profession. It’s hard enough to work professionally in the art world as is.
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