Now based on that title, I know what you’re thinking: “Nat, obviously you don’t want folks to purchase pre-designed stock logos, because logo design is what keeps you in business.”
And yes, you’re totally right; logo creation is absolutely the bread and butter of my biz. But I pinky promise that I have your best interest in mind when I shout from the mountain tops: Don’t do it! Don’t buy a logo on Etsy, iStockPhoto, GraphicRiver, Creative Market, the black market, your designer-friend’s trash bin, anywhere!
See, to me, it’s obvious why no one should ever buy a “logo for sale”. But just a few days ago, it dawned on me that the rest of the world might not understand why. For example, when I was chatting it up with a friend the other day, she casually admitted that when she launched her photography business, she bought at least 3 different logos from Etsy. She explained that when you’re first starting out, you don’t necessarily have the budget or the know-how to find the right designer. So buying a quick design online is the fix.
I did a little more digging and I was shocked to discover how many small business owners, bloggers, and even close friends actually resort to what’s considered the bottom of the barrel in branding tactics!
So I figured it’s time I take a stance and share four reasons why buying a premade logo is a huge no-no:
That logo wasn’t made for YOU.
Sure, I totally get why you might want to toss 30 bucks at a cookie-cutter logo. It’s easy, it’s quick, you know what you’re getting, and there’s no guesswork. Buttttt…. there’s also no YOU in it.
No matter how talented that designer may be or how breathtaking that logo might look, it was created with one goal in mind: to put some $$$ in that designer’s pocket. It wasn’t created to help your business reach a new audience or to one day become an iconic mark. It was designed to sell.
They didn’t have your customer in mind when crafting it; they designed it to appeal to the masses. So even if you recolor it, resize it, and stare really hard at it, it will never be yours.
You don’t know what you’re getting.
When I’m hired by a client, I join their team. That means for the duration of the project, I fly their flag and rep their jersey. I think like their brand, dream like their brand, and make decisions to help their team win.
But when you forego this bond and buy a ready-made design from an anonymous designer, that loyalty isn’t there. For instance, you can’t be sure they didn’t cut corners, follow proper design practices, and worst of all.. plagiarize! Perfect example: take a minute to scroll around on Etsy and see how many identical designs are out there.
A logo isn’t about what you like.
I hate to break it to ya, but just because you “like the way a logo looks” doesn’t mean it’s the right fit for your business. Short and sweet: unless you yourself are your ideal customer, your personal preferences might not translate to what your brand needs.
When it comes to choosing the right logo, it’s so important to step back and be subjective. Make decisions based on the greater good of the brand, rather than what you are attracted to. And hiring a designer who is knowledgable about your business’ goals, history, and audience is the first step towards doing this.
You’re worth more.
You take your business seriously. You devote early mornings, late nights, and countless Starbucks runs to it. Your business is your baby and you’ve invested so much to build it. So why not take your branding seriously too? Your brand is worth more than $30, so invest in a pro and give your business the proper logo it deserves. You’ll be glad you did.