How Much is Your Logo and Branding Really Worth?

We all have brand preferences (even on a subconscious level), and as someone who often thinks about why, it feels odd that a lot of entrepreneurs don't invest in their business' logo and visual branding. Especially considering this is usually where your audience forms a strong, first impression of your brand.

With both our physical and virtual worlds saturated with branding and ads - it is more important than ever to stand out. While outsourcing your logo and branding, DIYing or an AI generated may all seem like quicker, more cost-effective solutions, they often lead to designs that not only lack originality, but can potentially lead to costly repercussions like loss of ownership and legal infringement.

Cheap outsourcing and “Build Your Own" Logo platforms such as Canva often fail to provide a clear framework for intellectual property rights. There's a possibility of disputes about who owns the logo and how you can use it. There's a higher chance of receiving a logo that uses stock images, clip art, or elements such as font without commercial licence, leading to copyright infringement issues. And, if the outsourced logo bears similarity to an existing trademark, you could face legal challenges from the owner. This can result in rebranding costs, legal fees and damage to your brand's reputation.

What’s more, if you generate a logo using AI without any copyright protection, there is nothing to prevent someone else from creating an identical logo and claiming the copyright. This lack of protection can lead to significant issues for your business. Imagine investing time and resources into building your brand identity, only to discover that another company has legally claimed your logo as their own. This scenario can result in expensive legal battles, forced rebranding, and a loss of trust from your customers. Ensuring that your logo is unique and protected from the start is crucial.

When you work with a local, professional creative, like The Designley Co, you are investing in a unique, tailor-made logo that truly reflects your brand. We take the time to understand your business's values, your target audience, your competitors, research industry trends and associations. We understand design principles, colour psychology, typography, and scalability. This results in logos and branding that not only stand out from your competitors and captures your brand's identity but also can translate well across mediums, from business cards to billboards and through time - less likely to age.

However, for those who are still determined to create your own logo, here are my top tips:

Simplicity:
Keep it simple and avoid clutter. A clean design is more memorable and versatile.

Relevance:
Ensure your logo reflects your brand's identity and values. It should resonate with your target audience.

Uniqueness:
Strive for originality. Avoid using templates or copying existing logos to prevent confusion and legal issues.

Scalability:
Design a logo that looks good across various sizes, from small social media icons to large signage.

Colour Choice:
Select colours that align with your brand's personality and evoke the intended emotions (check out colour psychology or our Brand Colour Quiz here.)

Typography:
Choose fonts that are readable and complement your brand's style.
Important Note: Check the typography you choose is either free for commercial use or purchase the licence and that the font is web-friendly. 

Versatility:
Your logo should work across different mediums, from digital platforms to print materials. You may need to create your logo in multiple orientations for this.

Avoid Trends:
Trends can quickly become outdated. Aim for a timeless design that will age well.

Consistency:
Use your logo and branding consistently across all branding materials for a cohesive image.

Legal Considerations:
Research and ensure your logo doesn't infringe on trademarks or copyrights. Make sure ownership is clear with documentation.

So, how much is your logo and branding really worth?

Sources

Canva. "Trademarks & Logo." Canva
King Patent Law Podcast. "Can You Copyright or Trademark a Logo Designed by AI?" Audible
PicMonkey. "Can I Use PicMonkey for Commercial Use?" PicMonkey
The Business Toolkit. "Are AI-Generated Logos Trademarkable?" The Business Toolkit
Toolify.ai. "Legal Considerations for AI-Generated Logos: Copyright and Trademarks." Toolify.ai