Logomatic? Why Custom Graphic Design Beats Automated Tools

Brian
August 30, 2011

Have you seen the plethora of automated logo design tools out there? Many companies have taken advantage of online design technology to offer small business tools that will create logos for your company – most of them let you design your logo for free, then, if you like it, you can purchase it for use for a fee. Great idea, right? Nope. Not even close. The fact of the matter is that all of the automatic logo-making tools suck. Why? Allow me to count the ways: 1. You're not getting a custom logo. Look, all good marketers know the value of a great brand. And your logo design is a major part of your brand image. When you don't have a unique logo, you don't have a unique business. And you don't have a unique selling point. 2. Your competitors could have the same logo. All of these logo-making tools have to rely on pre-imagined shapes and fonts for their logos; thus, your competitors could even have the same logo as you. In fact, competitors who use the same tools are likely to have very similar logos, since logo options by industries are limited. 3. You're better off with a text logo. To retain originality, you're better off making your own text logo in Microsoft Word, perhaps with a line or shape thrown in, than going with one of these logo-making monkeys. At least you'll have something different. 4. Some aren't even high-res. Some of the services offer free low-res logos for your website, but you have to pay for high-resolution logos you can use on print marketing materials – business cards, postcards, letterhead, etc. What's the point if you can't use your logo on everything from the get-go? 5. You can get a custom design just as cheap. If price is the major barrier to hiring a professional graphic designer for your logo, you haven't done your research. For every firm that charges $1,500-plus for logo design, there are two or three freelancers who will do it for less than $100. Even the $50 automatic logo services have to complete with freelancers on sites such as Elance – who will make custom logos for the same fee. And many online printing companies, such as PsPrint, have graphic design teams who can offer custom professional logo design, completely tailored to your wishes, at competing prices. In the end, automated logo design pales in comparison to true custom professional graphic design, in terms of price, brand identity, ease of use, and overall value. If you're starting or rebranding a company, never settle for second-best when you can get premier services that can help you take your company to the next level.

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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

Anonymous's picture
January 07, 2016 03:22 am #

Great article. To expand on your point number 2: Having a logo that is too close to a competitor's can easily lead to a crushing lawsuit by that other company if they had their logo before you had yours.

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Brian January 07, 2016 03:22 am #

Absolutely right, Robert! The only thing is I'm not sure if these automated companies warrant against duplicates... you might end up in a situation in which two competitors have the same logo and no legal rights to it!

Anonymous's picture
January 07, 2016 03:22 am #

[...] can agree, at least, that many political logos have undergone makeovers in the past few years; and logos are more in use in the political arena now than ever [...]

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