Everyday on my way to the office I pass by the University of Southern Maine. Recently, I saw what must have been a student prepped for a job interview: poorly fitting navy blue suit, well-combed hair and still carrying his collegiate backpack.
The scene reminded me of my own transition from student to an adult living in the real world. As college graduation neared, I was eager to get out on my own, and start my career. I didn’t want to move back to my parents’ place. Therefore, I had to be able to afford an apartment, which meant I had to get a job. So I worked on my resume, learned to network, and started applying for jobs. Eventually, I landed an interview.
Suddenly I realized that I needed a suit. Well, honestly, I had known it for a while, but since I had little money, and suits are expensive, I put off buying one.
No suit for the interview, no branded business cards for the business meeting
This scenario is very similar to start-ups and their approach to their logo, identity and branding. The owner knows a logo needs to be developed. He or she understands a proper identity system are critical to looking like a real business. The entrepreneur realizes that well-designed, and printed businesses cards are essential for a business meeting. But they put off the development of their logo and other identity materials because of the cost.
Even while I imagined myself as a professional in my spiffy suit, I didn’t go purchase it until the last minute. You may even be able to picture a rough idea of what your logo will look like, but have you started with a designer to get it done?
The results can be similar, too. You delay the actual development, you avoid paying the money, but eventually you will be presented with a business opportunity, and you will suddenly need to pull something together. Now, just like the ill-fitting suit on the recent grad you may end up with an ill-fitting logo. You’ll likely be rushing and may try to cut corners by not having the identity professionally designed.
So, if you are starting up a new business, budget in the time and money for your “first impression”; which is your logo or logotype.
It doesn’t have to be navy blue
The good news is that it doesn’t have to be standard or match everyone else. In fact you’ll likely have better success with a unique and memorable logo. However, it should look professiona, but professional does not have to be conservative and stodgy, but it should be high-quality.
I think cost is the main reason people don’t spend the money for a professionally developed logo, are there other reasons?