Something that plagues the design community and designers alike is the misconception that design is something that can be delivered fresh in less then 30 minutes. Design is not a pizza, it is a process. The majority of designers have a degree in it and a few years of experience in the industry. Each designer has a creative process for designing, everyone’s is slightly different but what they all have in common is, that it takes time and energy to be creative. And like most things, the more time spent doing it, the better it is going to be.

Unfortunately, there are places that advertise logo design, promising three “custom” logos in less then 48 hours in the ballpark of $100. I understand from a business perspective, cheaper is better for the bottom line, and the choice between spending a lot versus very little seems attractive. But what these logos don’t have is strategy and any real thought behind them. These “logo” companies don’t learn anything about the company, they simply take the company name, and add in generic graphics. There is no substance and value to this. Real value comes from understanding a company and what they do and creating a logo that is born from strategy not from clip art.

There are millions of brands out there; some big and very recognizable and others small and known to very few. What they all have in common is that they have a brand identity, usually a logo which is seen as part of a business card, website, or multitude of other marketing collateral. The impact of this brand identity I would liken to meeting someone for the first time. It may not be conscious, but we take into account people’s demeanor, body language, dress and grooming. And just like a logo, an impression is made for better or worse. There is hope for those in the latter category. Think of it like your closet, you can update with a few pieces (refresh) or buy yourself a new spring wardrobe (redesign), and your brand will be better for it.

To many, this is a scary unthinkable option. Owners often worry that people will not recognize the brand anymore and will no longer do business with them. In this day and age, this seems extremely unlikely. A simple email blast or direct mail piece will easily communicate any changes. And somewhere along the long strategic road, you will reach a crossroads where it becomes necessary to either redesign or refresh your brand. It is important to breath new life into your identity, it shows people that you are continuing to evolve with the times.

With a new updated look, whether it is a redesign or a refresh, it is a win, win situation. Not only will you continue doing the same business as you did before, you will also attract new business as well. And always, let a professional company (ie. Blue Daring) do the evaluation and work for you to maximize your results.