A well-designed logo undoubtedly plays an important role in any organization or company. It helps with branding by becoming the face of the organization or company. A well-designed logo is an asset and a smart investment if you understand how good design will lead to good business.
Some of the biggest companies have spent quite a hefty amount just for their logo. Pepsi, for example, spent $1 million to redesign its logo. BBC spent $1.8 million. And who can forget British Petrol’s revamp that cost them a whopping $211 million?
On the other hand, the iconic Nike swoosh logo was only made for $35. Microsoft, Google, and Coca-Cola—three of the world’s most powerful brands—have combined to spend $0 for their own respective logos.
Whatever you do, throw yourself into it. Throw your head, heart, and hands into it.Indra Nooyi, Indian American business executive, serving as chairwoman of Pepsico.
Notice that the big spenders stated above are mostly redesigned. Those were not their first logos. There are fascinating stories about how companies pulled out all the stops or threw out everything except the kitchen sink just to steer their companies in a different direction and improve their public perception.
Sergey Brin, one of the founders of Google, created its first logo using a free graphics software called GIMP. Microsoft designed its logo in-house. Coca-Cola’s Spencerian script was drawn by their bookkeeper. They did not spend anything on their logo.
As Jessie J sang it, “It’s not about the money”. There are several factors that need to be considered in order for a logo to be successful. Being well designed is just one of them:
- The logo reflects the brand’s positioning and promise
- It is distinguished from the company’s competitors
- It can easily be recognized and associated
- It is based on a strong creative idea
- It looks good no matter where it is placed
It takes someone with an eye for design to make a logo that commands instant recognition. It also takes one or a handful of artistic minds to incorporate different ideas into a single image. Lastly, you’ll need some technical savvy on how to use vector graphics and color combinations in order to make versatile designs that look good no matter where it is placed. Unless you are Microsoft and your company has in-house designers that can do those things, then you should consider outsourcing your design needs.
The performance of the logo always reflects the amount of pride that the company has in it. If you see your company benefiting from the magic that your logo can give you in the future, then spending a premium for a well-designed one would prove to be a worthwhile investment. Contact firstname.lastname@example.org so that we can talk more about how we can assist you with your branding strategy.