Do you really need a logo?
Over the years I’ve worked with a lot of different types of businesses at various stages of their development. Typically when you’re just starting out (and especially if you run a digital/online business), I recommend NOT going through a logo design process. The budgets allocated for logos are often minimal (sub $300) and with that price point, you’re likely not going to get a quality product. Note – I didn’t create a real logo for my own business until I was 3 years in!
When you should make a logo
We lucked out with RebalancedSF since Justin (the owner) happens to be a very talented designer and he created his own logo.
The eye catching graphics instantly differentiate his site and explain his offering in simple, fun way. It is clear from the icons that it is a physical activity – and the clean typeface and colors appeal to a wide audience.
RebalancedSF is a location based business and will require such items as signage, business cards and flyers – it makes sense for Justin to create an eye-catching graphic that he can use for print materials. He can also leverage his playful icon system in his online advertisements and digital graphics.
When you should hold off making a logo
If you are starting an online business, I don’t think a logo should be your first priority. The logo serves to create the color palette, determines typefaces and aesthetic direction of a site — so if you’re going to spend money creating your brand identity, do it right and hire a real designer who understands color, typefaces and space – and who can authenticate that their work is original. When done well, a logo will effectively communicate your brand message and connect you with your customer.
Your average crowd-sourcing logo site (where you get various versions of a logo for $99 and under) won’t provide you with a quality product (and as an aside, using crowd sourcing sites for anything design related is a BAD idea – often the “designers” rip off established corporate logos and you could be on the hook for a copyright violation!) As a designer, I’m often hampered by the limitations of working with these cheap, poorly-made logos.
If funds are limited, I recommend creating a clean typeface treatment for your business name. while it may not have the impact of a fully designed logo, it’s a far preferable solution to a cheapie design job. In the RebalancedSF example, when we remove the great icons, we still have a clean, professional company name.
This is Part 2 in my series revealing what we did to create the rebalancedsf.com site – View part 1 – What’s in a domain name.
It just so happens I have been looking at logos all day. Had to store purchase a bunch Of credits to get an image I wanted for a client site and thought I’d spend the balance on .something better than what I have now.. Think .I’ll stick with a clean font and Maybe choose some colors with wider appeal until I figure out who My audience will be.It help ed that You shared that You were three years in before You had yours. Thanks!
So glad this was useful Sam — I would definitely recommend waiting and create something that resonates with you!
Hi Minima,
I just found you through a twitter link on Marie Forleo’s “Live Your Dream” site. I noticed that your specialty is designing for yoga related websites… Would you also work with a cooking blog site? I currently have a custom WordPress site… http://www.CreatedToCook.com That has yet to be launched. I’m asking, because if I do sign up for B-school, and you are able to work with me to improve the design of my site, then I will sign up through your affiliate link.
Thanks again for the great information above. I’m in the process of designing my website, and have been struggling with the logo… Somehow, it still doesn’t feel just right. I will take your ideas and apply to the design process.
With Love and Appreciation,
Ann
Hi Ann — I sent you a note ; )
Your colors are strong – your branding should be too. I’m a stickler for clean, sharp lines – and the edges of your current logo look a little fuzzy – did you happen to rescale your graphic?
I’ve been thinking about this myself. I build websites, but don’t do graphic design. My website is my brand, so I think I need a great logo. Would you recommend that people in design professions prioritize a logo?
Hi Emily –
You know, I didn’t create a logo from myself until year 4 of my business – and it never stopped anyone from working with me. I think a quickly done logo or artwork that feels off-brand can do more damage than no logo at all. I’ve had to work with some pretty bad logos in my time that prevented me from doing my best work. I would rather see more time spent on a well-thought out website – often I see people not doing anything because they feel as thought they “must” have a logo. I don’t specialize in logo design, so I don’t find it a necessity – if that IS a core offering, then yes you should focus on it.
Hi Michelle,
I’m very new at all of this, and am a little relieved to hear you say just a name can be fine for now. I’m creating an online business, so I don’t need a logo for products at this point. I had recently tried to walk through the steps of creating the name in Illustrator, and then expecting as a png – but when I go to upload the file to my WordPress site, it says the file is too large. I’m wondering – do I need to go through all those steps, or since it’s just a name with a particular font and color, can I create that directly on my site?
Thank you so much for all the great info on this site! I’m so glad I found you!!
Hi Katie! Typically your WordPress theme will give you a pixel size (px) that you need to resize your logo to. But honestly, you can just have a text-based site name on your site (most themes will allow you to type in your site / business name). Keep it easy!
Thank you!!