Let’s face it, how many Graphic Designer will be given the opportunity to create or rebrand a Corporate or Product logo for BIG companies. That Probability would be what... One percent? If there are opportunities certainly that would come knocking to a design firm/agency or to an individual with renowned designing experiences.
I’ve read in numerous design groups debates about “How to price” for a logo. Honestly in my own experience pricing is relative to a client vision of how important a logo is and their ability to pay. So if they are only willing to pay for $50 to $100 or even lower then that’s just how their working financial situation are. Getting to start on something is more important than getting it right on a “short-term” perceivable effect.
The fact is there so many business start-up that comes and go. Many products/services that failed to launch successfully not because of its visual branding (product logo and visual identity) but how the consumer relate to these factors:
2) Perceive Value
3) Time to Market
These 4 factors are the variables that make a product/service successful. What a good LOGO does is how it sustain “Visual Retention” subconsciously. To a certain persuasive subliminal effect, it creates a connection to consumer. As to what connection that is, that’s entirely how the logo is going to be marketed. Enter Logo Application 101 (I will discuss this on another future blog).
These days designing a logo has become a commodity. A designer becomes just a tool on top of his skills to execute. Anyone can now create a logo that are well verse in Photoshop. Well, I mentioned Photoshop just because this the most popular graphic program. Though experienced designers know that using Adobe Illustrator or Corel Draw is the right program to do it.
A good CONCEPT is only good if it can be executed as it is visually intended it to be: These is when a client (newbie) and their designer will always have a different vision of what the logo will look like. Why is this? Because these ideas or concept when they are executed are bound by the parameters of VISUAL impact and how innately profound a designer can INTERPRET directions to what is visually workable. In another words the more experienced the designer is, the more developed their understanding and technical skills to execute a concept to how it's best executed.
Designing a logo in essence should be adoptive to it’s immediate use and how it’s identified. I do think that designers particularly Graphic Designers are very well suited for this kind of projects only because their extensive experience/studies in what I call “abstract reasoning.” This is the ability to visually-imagine how shape, form, space, colors and objects to co-relate to one another harmoniously. In context maximising visual-efficiency or how a concept or direction should be executed. There is no bull-shit in this. In a different analogy experienced artisan-carpenter or furniture designer knows what will work and what will not, structure wise and raw material limitation.
The law of physics humorously applies to LOGO design and this is, it’s fickle to personal taste and subjectiveness. There is no going around it except a designer ability to persuade the client to go to the direction to what is being suggested. Often as simple as objects are it helps to co-relate of what is being communicated and define the importance of what the logo is trying to communicate. After all expertise are build on talent and profound knowledge to what work and what not.