Wait, Luke! I thought you were a brand-centric agency? What kind of branding company doesn’t design logos? Good question, thanks for asking!
In a world where firing up Canva takes 10 seconds and everybody fancies themselves a designer, the word “logo” has become synonymous with what effectively amounts to a sticker for your company.
People don’t understand how important a logo is. If your company was Zooey Deschanel, your logo would be her eyes. Look at this picture of her that is literally plugging hair extensions.
Did you look at her hair first? Did you even look at her hair? Of course not, because you got stuck looking through the windows to her soul.
You get my point. Zooey is a complex individual that conveys a lot of different things, but her eyes communicate a lot. So does your logo. And, in fact, when it conveys your brand effectively, it becomes more than a logo. It becomes a brand mark. Those are what we do design.
A brand mark takes time, effort, experience, and expertise to do correctly. If you have 10 minutes, you can read about our branding process here.
You assign meaning to a logo. A brand mark inherently conveys meaning. Using nuance in typography, positioning, illustration, colour, and more, a brand mark will be able to communicate your brand through visual language.
I’ve admitted before that in the world of the internet and business, unicorns exist. You might get lucky on Fiverr or 99designs, but understand that if that happens for you, you just won the lottery. These types of sites have devalued branding significantly over the past decade.
Let me explain why you get what you pay for on these sites: these “designers” (yes, there are legitimately experienced/educated professional graphic designers on these sites too, but we are here to discuss the rule, not the exceptions) need to get paid for between 5-20 gigs a day to make ends meet, depending on where in the world they live. Between reading up on the jobs, communicating with the business owners that made them, and working on jobs that they don’t get paid for (how many of the contest sites work), that doesn’t leave a lot of time for the creative process.
Do you know what it does leave time for? Stealing. Yep. It’s a harsh word, especially when most of the time they will be using assets and templates they paid for on iStock and the like. But they aren’t using their own ideas. Can you blame them? They only have 10 minutes to work on it, after all! So they look at the brief for a new coffee shop, grab a template online with a few dozen coffee graphics, select their favorite, and pair it with the “Seventh Cup” in Gotham. Send.
That’s a logo nowadays, folks. We don’t sell those.
If, however, your company needs branding complete with a new or refreshed brand mark, I’d be happy to meet you at Seventh Cup and answer your most burning questions. Get in touch with us here.