Creating the visual identity: when to use a logo maker and when to work with a branding agency
A logo is a visual representation of a brand or company. It is typically a unique design or symbol that helps to identify and differentiate a company or product from its competitors. Logos can include a combination of text, shapes, colors, and images to create a memorable and recognizable image that represents the essence of the brand.
Logos can be found on a variety of marketing materials, such as business cards, websites, and advertisements. A well-designed logo can help to build brand recognition, increase brand loyalty, and make a strong first impression on potential customers.
There are many different types of logos, including wordmarks, lettermarks, pictorial marks, abstract marks, and emblem logos. Each type of logo has its own unique strengths and weaknesses, and the choice of which type of logo to use will depend on the specific needs and goals of the company or brand.
LOGO CREATION PROCESS
Building a logo is a critical aspect of developing a brand identity. A logo serves as the face of a brand and represents its values, personality, and unique attributes. There are two primary methods for creating a logo, which include using a free online tool powered by artificial intelligence and working with a branding agency. While both methods may yield similar results, there are significant differences in terms of the quality of work, the amount of research involved, and the cost.
5 things to take into consideration
1. The research
One of the primary differences between creating a logo with an online tool and working with a branding agency is the level of research involved. Branding agencies typically spend a significant amount of time conducting market research, analyzing competitors, and gathering insights to ensure that the logo they create is relevant and unique. This level of research ensures that the logo accurately represents the brand and resonates with its target audience. In contrast, free online tools typically do not involve any research and rely solely on pre-existing templates and designs.
2. Being relevant and unique
A logo should be relevant and unique to the brand it represents. A branding agency can help to ensure that the logo is tailored specifically to the brand’s needs and stands out from its competitors. With free online tools, however, there is a risk of creating a logo that looks generic and similar to other logos.
3. A logo acts as a vessel in which users put meaning and sense
It can evoke emotions, create a perception of value, and establish a connection with the audience. A branding agency has the expertise to understand this aspect of logo design and can create a logo that resonates with the target audience. Online tools do not have the ability to tailor the logo to specific audiences.
4. Brand identity and how it can be used to create a logo
Brand identity is the personality and values of a brand. It defines the brand’s mission, vision, and value proposition. A branding agency can help to define a brand identity, which can then be used to create a logo that accurately represents the brand’s personality and values. Online tools, on the other hand, do not have the ability to create a brand identity.
5. When a brief is enough for creating a logo
In some cases, it may be sufficient to have only a brief for creating a logo without a brand identity. For example, if a company is launching a new product or service and has an existing brand identity, they may only need a logo that aligns with the existing identity. However, in most cases, it is important to have a well-defined brand identity before creating a logo.
Examples of big brands that have logos built with free online tools:
- SquareSpace: This website builder used a free logo maker to create their logo in 2004.
- Shopify: Shopify used an online logo maker to create their logo in 2006.
- Wix: This website builder used an online logo maker to create their logo in 2006.
What costs involve the two methods
The cost of creating a logo with an online tool is generally lower than working with a branding agency. Online tools are often free or charge a nominal fee for access to additional features. In contrast, working with a branding agency can be quite expensive, as it involves significant research, creative development, and expertise. The cost of working with a branding agency can range from a few thousand dollars to tens of thousands of dollars, depending on the agency’s size, reputation, and scope of work.
In conclusion, both methods of creating a logo have their advantages and disadvantages.
Other significant differences between the two methods
Creating a successful logo is essential for building a brand identity that is recognizable, memorable, and effectively communicates the company’s values, products, and services to its target audience. While it is possible to use online tools to generate logos quickly and cheaply, branding agencies have a deeper understanding of branding principles and can create a logo that accurately represents the brand’s personality, values, and target audience.
A branding agency’s process for creating a logo typically involves extensive research into the market, target audience, competition, and brand personality. This process is designed to ensure that the logo accurately represents the brand and stands out from competitors. According to research by BMB, a branding agency based in the UK, market research and competitor analysis are essential elements of the branding process. The research helps the agency to understand the market landscape and identify opportunities for differentiation. By using this research as a foundation, the agency can create a logo that accurately reflects the brand’s personality and values.
A branding agency also has the expertise to create a logo that is unique and relevant to the brand’s audience. By focusing on the brand’s core values and understanding its audience’s needs, the agency can create a logo that connects with the target audience emotionally. This connection can lead to increased brand loyalty and recognition, which can have a significant impact on the company’s bottom line.
On the other hand, online logo tools are designed to provide a quick and easy solution for businesses looking to create a logo. These tools rely on pre-existing templates and designs, making it difficult to create a unique and personalized logo. Online logo makers are best suited for small businesses with a limited budget and a clear idea of what they want their logo to look like. According to research by Designhill, an online graphic design marketplace, online logo makers are an affordable and convenient option for businesses with a limited budget.
However, online tools lack the expertise and creativity of branding agencies, making it challenging to create a logo that accurately represents the brand’s personality and values. In a study by Venngage, an online graphic design tool, only 6% of survey respondents preferred logos created with online logo makers over those created by a professional designer or branding agency.
In conclusion, the cost and convenience of online logo makers may be tempting for small businesses, but working with a branding agency can lead to a more effective logo that accurately represents the brand and connects with its target audience. By conducting market research and competitor analysis, understanding the brand’s personality and values, and creating a logo that is unique and relevant, branding agencies can help companies build a strong brand identity that resonates with their audience. On the other hand, although it is much more accessible from a financial point of view, a logo created online, with the help of tools that use artificial intelligence, will lack the creative side and the understanding that a branding agency has.
Resources:
- bmbagency.com
- blog.hubspot.com
- thebrandingjournal.com
- logopeople.in
- peacockdigitalmarketing.co.uk
- cleardesign.studio
- this article was also written with the help of ChatGPT
Learning project by Toud — We help you tell your story! — branding, logo design, UX design, UI design, web design, graphic design, presentation design
