One of the questions we get asked about the most is whether we offer single logo development. Unfortunately, it’s also the most common reason we turn away prospective clients.
Don’t get us wrong – we certainly understand being in a place in your business where a full brand identity project may seem like a scary investment. But here’s the thing… using a single logo to represent the entirety of your business will not set your business up for success, even if it’s just a short-term solution. We’ve said this once and we’ll say it again – a logo is not a brand. It is a component of a brand’s visual identity, and a brand identity encompasses so much more than one graphic.
Here are the 3 primary reasons why we don’t offer logo-only projects, and why you should consider investing in a comprehensive brand identity instead:
Reasons You Should Invest In A Comprehensive Brand Identity Instead Of A Single Logo Project
Logo-only projects don’t offer versatility.
Having variations of your logos/brand marks is particularly important when it comes to ensuring your branding is versatile.
Think of it this way – you work with a designer on one logo. Is that one logo going to be effective across all the mediums you plan to use it for (for example, packaging, merchandise, social media, website assets)? Our guess is no – but by working with a designer to craft variations of your primary logo, you will have options in your toolbelt that work for different dimensions and purposes.
Logo-only projects don’t promote consistency.
Back to our original hypothetical – imagine you work with a designer on a logo project and are handed a single logo. Do you know how to implement it? Do you know what colors to use in your branding? Do you have established font styles?
We’ve found that single-logo projects not only create lapses in branding consistency, but also put a great deal of work on the client when it comes to implementing their branding, because they don’t have the tools they need to be effective. In order to have a consistent brand identity, you must also have a set of brand guidelines established that provide this direction.
Logo-only projects don’t evoke professionalism.
Ultimately, if you don’t have a comprehensive and consistent brand identity, your brand is not going to look as professional as it could, and you are less likely to appeal to your ideal client as a result.
Think of a business whose branding you admire and do a quick evaluation of their social media and website. Do they appear to have a variety of brand elements? Are they using consistent brand elements, fonts, typography? Again, our guess is that they are, and that this is a result of having established brand standards in place.
Beyond wanting to earn a client’s business, we want to safeguard their investment and provide honest recommendations. At Studio Kellams we believe at minimum every business needs at least (a) 3 logo variations, (b) a color palette, (c) typography selections, and (d) a document of these elements with best practices for usage. This is the basis on which our foundational brand identity offering was developed.
If you’re interested in learning more about our brand design services, get in touch by submitting an inquiry form!