“A corporate identity is the foundation in which you invest heavily”
Nick Brittan | Marketeer
Whether designing your own logo, commissioning a designer or using an online design generator, there is one piece of advice I always give… “make sure you research and always read the terms and conditions”
A corporate identity is the foundation in which you invest heavily. Not just for the design, but forever. You name it and you will put your logo on it. Your logo will be on everything, and I mean everything. Stationery, brochures, signage, vehicles, clothing, advertisements, social media, banners, flags and more.
A real life consequence
Unfortunately I encountered a business that suffered the consequences of poor research in brand name and corporate identity design. The owner of a trademark and copyright claimed against them for infringement, and won. The result… the 25 year old company ceased trading having to destroy all marketing material and stock along with paying a six figure fine in damages. The business owners lost everything, even their family home.
Now this might sound a little sensational, and the sceptics among you may think that I am using this story to gain your logo design business. Sorry that’s not the case. If I can enlighten one person then I have achieved what I set out to do.
£39 or lower logo design
That is really cheap logo design and it is not something I offer. A simple Google search for “Logo Design” returns online logo generation services at amazingly low prices. Sounds great, looks great, whats the catch?
Here is s a snippet (Part d. Third Party Resources) from the terms and conditions of one of these online logo generating services.
The logo generated is not unique, it may infringe someone else’s copyright and elements may be the intellectual property of another business.
All of the risk of using the logo you paid for in good faith is on you. They openly utilise third-party content and give you access when it is someone else’s property. You basically have a logo that you cannot and should not use.
They wash their hands of all responsibility and you agree to this by using the service.
Looking at the points above, I think we have now discounted these logo generators as being a viable solution.
The next need may be a logo redesign.
There are a few scenarios here. Coming in at first place is a new Marketing person. It is human nature to want to make a change. Now I am not saying that you should never change a logo. There are some real shockers out there that should be cast aside never to see the light of day again. What I would advise though is that every aspect and impact should be considered before making this a reality.
In second place is the business owners or board of directors. I would come back to my initial point of why it is so important to get your logo design right if you are revisiting it after years of successful trading.
Have a long think about how much the rebranding exercise will cost, not just in monetary terms but also time. Then consider whether this investment would be better spent on some other marketing activity or approach.
As the saying goes… “Do not change just for change sake”.