Why Does That Logo Cost So Much?

Logo design is in the news on a regular basis. And the story usually isn’t pretty.

Here’s how it goes:

“The XYZ Organization revealed their new logo last week.

Customers complained bitterly that the new image didn’t represent their hopes and dreams.

And when XYZ Organization admitted the new logo cost $40,000, a protest was organized and customers complained loudly about “wasting these funds on a frivolous expense.”

Why people don’t like it when logos change

I’m going to answer this one based on my vast experience with human nature — something that can only be acquired after you’ve lived as long as I have.

I think people get attached to logos because their identities get intertwined with those little symbols. It’s like the logo represents the “team” they play on.

And 99% of the time, they’re not consulted when a logo is being changed.

Instead, the change is foisted on them, and they have no choice but to adapt to the new symbol. That piece of their identity is gone, and they have to replace it with something new they didn’t pick out themselves.

And that’s not easy. Change never is! That’s why I recommend caution if you’re thinking about changing your company’s logo.

Read on to find out more.

Why I recommend caution when considering a logo change

We’re surrounded by marketing from the time we get up in the morning until the time we shut our eyes at night.

That’s why I preach the gospel of consistency around here: if you want your marketing materials to be recognized as coming from your company, you need to make sure they’re visually consistent over time.

Here’s what usually happens:

• You put out a logo and begin to use it.
• At the beginning, it’s new and shiny, and you brand everything with your new logo.
• You’re consistent about using it, so it appears (as it should) on your website, in your emails, on your social media accounts, in your print materials, and even on t-shirts and pens.
• You see your logo a lot.
• Inevitably, you get tired of it. It might take two years, it might take five, or seven. But at some point, you start getting antsy and you want to redesign.

Stop. Wait. And think hard about whether you should really do that.

Here’s why:

You may have become overexposed to your logo. But your customers?

Well, because they see so much marketing besides what comes from your business, there’s a good chance your customers are just starting to associate your logo with your company.

So don’t be in a hurry to make a change. Unless your logo is terribly outdated or doesn’t reflect what your company offers, try to live with it a little while longer.

What makes logos cost so much

I’ll go into more detail below, but here’s my take in a nutshell. Read the rest of the article HERE on BigBrandSystem.com