Logo’s are typically the first thing you will think about when it comes to the design aspect of your business.
Its forms your business’s main identification.
We live in a highly visual world and to make matters worse we are constantly being fed new information, new products or the next big thing in the market.
If your logo fails to grab your customers attention they might move on to the next business or worse not remember your business at all. With so much at stake on a logo what kind of logo should you go for?
I get asked this question all the time!
So here’s my breakdown of pre made vs custom logos and which one you should choose when it comes to your business.
Pre Made Logos
Pre made logos are pre designed and made available for sale by designers. Typically in a pack of various different designs or as a part of a brand identity kit.
When it comes to pre made logos they can be delivered in a very short time frame.
The designer has to make very few changes to the design.
Majority of the times they just have to change the business names in the logo. So its easy to get your logo files delivered within 1-2 business days.
In some cases, you simply delivered the template files and you would have to change the business name of the logo yourself. In this situation you will need access to Adobe illustrator or similar program which supports vectors to make the edits yourself.
Naturally the pre made logos are much cheaper than custom designed logos as they are often sold multiple times.
With limited customisation requirements and the ability to profit by re selling the same template to different businesses it is possible to significantly reduce the cost of the logo.
There are endless options when it comes to choosing a pre made logo.
There are tones of designers and studios which offer them on Etsy, Creative Market or their personal websites.
So you will have hundreds of options and you can select the one that is most suitable for you.
With pre made logos there is a chance that another business owner, blogger etc might purchase the same template.
Since there is very little customisation involved, you might end up with a logo that looks the same as some one else’s.
Majority of the times pre made logos are purely aesthetically driven.
They are not designed with a specific industry or audience in mind.
So chances are, very little thought went into the overall design and creative direction.
Not designed with end use in mind
These logos are not designed with the various business applications in mind.
Example, if you want your logo to appear on merchandises like t shirts, mugs etc or in a small space like a mobile app, the logo might not be suitable.
So you do want to make sure that the logo you select will work well in whatever format you intend to use it.
Custom Logo Design
Well custom logo’s as the name suggests are those that you get when you hire a graphic designer to design a logo for your business from scratch.
Every business is unique.
Designing a custom logo involves researching the audience, the industry, the business mission etc. Depending on the design process it may involve a mood board creation phase where the creative direction of the project is decided.
This is followed by countless sketches of multiple concepts to narrow down to 1 – 3 ( I present only 1 ) concepts that best fit the business.
A good designer will design a logo that will last for years to come. The aim is to always create a design that endures. What works today should also work 10, 20 years down the line. The logo should work with a rapidly growing business and also stand the test of time.
A business should not find itself in a need of a new design every few years with the exception of change in the business direction or philosophy.
Which is why custom design should be considered as an asset for any business.
It is not an expense that you do every season or every year.
It is a one time investment.
A custom logo is unique to your business.
A custom logo is not designed to just be aesthetically pleasing.
Its purpose is to serve as an identity that becomes uniquely associated with your business.
It is used to build trust with your audience.
The moment they see your logo mark on any collateral physical or digital they should know its coming from your business and not confuse it with someone else’s.
Obviously, a custom logo is much more expensive than a template logo.
A unique and custom solution demands a high price.
Now it doesn’t mean you go into debt for a logo design.
Look around, do your research you will find designers at every price point.
I am not going to get into what is a good or an appropriate price for a logo. That discussion would require an entirely different blog post.
Just keep in mind factors like the business size, stake holders, logo usage, the brand reputation, the designer reputation/experience/skills or the design studio size/reputation etc all contribute to the cost of the logo.
Overall a custom logo design is always a safe choice.
As pre made logos are sold multiple times there could be potential trademark / ownership / legal issues down the road which could potentially cost a lot more than the cost of getting a custom designed logo.
The only time a pre made logo would make sense is if it is sold only once.
Some designers do sell their pre made designs only once but at a slightly higher cost.
Or if you are testing a business idea and you are unsure if it would work or not.