Updated: Jan 22
It's no secret that you could go and design a logo yourself using free online software, there are plenty out there. Professional designers can charge £200 upwards depending on the design and requirements, so why would you want to pay so much when you could create one for under £15? Well here are four reasons why.
1) Be Unique
Your logo isn't your brand, it is simply one component but that doesn't make it any less important. Having a logo that distinguishes you from your competitors is a benefit, especially long term.
When you use a free logo builder, anyone else can access that logo and use it. Whether they are in the same industry, developing and selling the same services and goods as you or not. This can make it difficult for customers to distinguish between you and your competitors.
When you work with a designer, we work with you to understand your business, your values, what drives you and where you want to be. We take all of this plus our expertise and create a logo that encompasses it all. Your logo will be 100% unique to you (if you hire a trusted designer). It will help you stand out from your competitors, be completely unique, make you easily identifiable, and most importantly become a mark that you and your customers relate your value to.
Quality. I could just leave it at that, but I will elaborate. When you work with a designer, depending on your agreement, you end up with certain files, that are for a variety of uses. I cover this in another blog. But the multiple file types and colour profiles mean that your logo is fit for use no matter what you want. From small, printed stickers to A0 posters, you could blow the logo up to any size and the quality will not be affected.
Using these logo builders, you are very limited in what you receive and often the quality is so low you can't even scale the image for use on a box, let alone a large poster. Yes, not everyone wants to use their logo on a massive poster, but ultimately you should be able to if you want.
The chances of your logo being suitable to meet all of your needs will be extremely low and you run the risk of points 3 and 4 becoming an issue.
3) Cheaper Over Time
Working with a designer to develop your logo gives them an opportunity to create a design that will grow and evolve alongside your business, meaning in the long run, you don't have to keep changing your logo.
Now, that isn't to say you will NEVER update your logo, but you are less likely to need it changing and updated on a yearly or even monthly basis.
Companies who regularly update their logo and their brand are in danger of causing confusion for their customers, they struggle to understand who you are and what you are really about. If you can't make up your mind, how can they make up theirs?
Before I go into this point, I would like to say we are not qualified in law and you should always seek legal advice if you are unsure about anything and always, always read terms and conditions for these websites (and your designers). The legalities of using logos designed in free software and online builders are complex, and it varies depending on your global location. We are based in the UK so we are simply referencing here. I will also do a different post explaining the difference between trademarks, copyright, patents, etc...
Okay... onto the point. As a designer, we have to take responsibility and be consciously aware of intellectual property rights, copyrights etc... Whether we are formally educated and qualified or not, it is something designers should be aware of. A good designer should create a logo you can own the rights to, meaning you can apply and be awarded a trademark if you want.
If you design a logo using a logo builder, you do not own the rights to that design, you have the right to use it but you cannot trademark it and you don't own the copyright to prevent anyone else from using it. Many people don't realise this and it all becomes more serious if you use a design that then infringes on a registered trademark.
If you create your own logo, you are responsible for ensuring it doesn't infringe on anyone else's rights, regardless of what builder or website you have used to design it. It is not the providers' responsibility and they will all have a term in there to absolve them of this responsibility.
So, what does this mean? Well simply put, if you create a logo from a premade design or template and it is found to infringe on a registered trademark, worst case scenario you could be taken to court and owe monetary damage to the company whose trademark you are infringing on or even face criminal charges. There are often steps that are taken before it gets that serious, but if you don't take the actions required, it could become that serious. Which is a headache and stress no one wants...
This is why if you work with a designer, our costs are high because you are paying us to take on that responsibility ourselves. It is also why we refuse work or to create logos that in any way replicate someone else's design (and that includes point 2 of your logo not working for multiple sizes- we cannot recreate this for you, someone does own the rights to that image and it isn't you, so we won't be recreating it). It isn't worth the risk.
Now, we aren't completely writing these logo builders off, they can be beneficial as we explore in our blog post here. But we urge you to use them with caution as you could end up with more problems than it's worth if you aren't careful.