Eleazar Ruiz
Eleazar Ruiz. Graphic Designer Based in Seattle, WA.


3 Reasons Why Not to Pay $5 for Your Logo


In his book Brain Longevity, Dharma Singh Khalsa says that the average American encounters 16,000 advertisements, logos, and labels in a day. Crazy, huh? Don't believe it? Look around you. How many logos can you spot from where you are sitting? Let me help you: your pen, your computer, your phone, your jeans, your shirt, your socks, your shoes, yeah...keep looking.

This world is plastered with logos and who or what they represent. That reason alone should compel a person (namely, you) to seek professional guidance when seeking brand identity design.

With that in mind, let me give you three reasons why you shouldn't go to fiverr.com or the like in search of a logo.

1. Logos Tell Stories

Let's take the Apple logo for example. When you look at the Apple symbol, why you don't think about the farmer's market down the street that you like to visit on the weekends? Why do you instead think about your sleek phone or your silvery computer? 

It's because logos carry valuable information--information that informs people about what that logo represents. When I think about Apple I don't only think about their products but I also think about silver color walls, large glass windows, blue shirts, long lines, smooth surfaces, music. I think expensive, cool commercials. This Apple junkie could go on and on. 

Isn't it interesting how that simple apple shaped logo communicated ALL OF THAT to me?! Yes, that's the power of attaching a symbol to a service, person, business, or product.

When you go to fiverr.com and pay $5 bucks (5 bones, a 5-spot, whatever you Americans call it), you are paying for a logo that tells a story, just not YOUR story. It causes the buyer to attach their unique story to a very generic, meaningless logo. The buyer is now forced to make that logo work for them when it simply does not.

When you hire a professional, they START with your business or organization's story. They ask questions like: how should people feel when they look at your logo? What should your logo communicate? Trust? Honesty? Quality? The answers to questions like these lead, dictate, and navigate the design process.

2. You Always Have Competition

A logoless company is a faceless man
— David Airey

Competition is and always will be out there, no matter what kind of organization you are.

When you go to fiverr.com and pay $5 for a logo, the designer who made that logo did not think about YOUR competition because YOU were not the client. Anyone who had $5 was the client.

When you hire a professional, there is research to do about both direct and indirect competition. A professional pays careful attention to that so your organization stands out from your competition. When designing logos, I always shoot for "different," because "different" stands out, "different" sells, "different" communicates.

There is always competition whether you are competing or not.
Why is branding important? because people often choose products based on their perceived value rather that their actual value
— David Airey

I'm a little biased here but I DEFINITELY judge the proverbial book by its cover. That's how I choose the coffee I drink, the websites I visit, the books I read, the service I use, and the toilet paper I buy...seriously! And I am not the exception here.

There is a good reason for it: "quality" communicates "trust." Quality communicates that you have your act together. If you went to an interview wearing your pajamas, you would communicate something about yourself to the interviewer. It would communicate that something is not quite right with your precious self and you would (likely) not land the gig.

When you go to fiverr.com and pay $5, you are the one who is determining what quality is. That is because the logo selection within fiverr.com is hideous and it will make you think that because the logo you chose is better than the rest of them, you got a deal. But believe me: you GET what you PAID for.

When you select a talented, successful designer, the selection they would provide to you would be of the highest quality. Which means, you allowed the designer who has designed hundreds of logos, to decide what quality is. And you should trust that, because they LIVE in that world--they do it for a living. It is their trade, their skill. So when you pay a designer, you are not only paying for their computer skills, you are also paying for their knowledge, aesthetic, and wisdom.

Logos are not decoration so don't pay $5, a 5-spot, or 5 bones for a logo. That logo is what visually represents your unique story. A story that hopefully is worth telling and worth way more than $5, right?