So very recently I ran a poll on Twitter asking my followers (which are predominantly bloggers) how much they would be willing to spend on a bespoke logo for their brand. THE RESULTS FLOORED ME. I’m not going to lie, I was a little bit shocked when the majority of voters stated they would spend less than £10. What?! As a graphic designer, I can’t even express the dismay that I feel from these results so I wanted to do this blog post to talk a bit about branding from a designer’s perspective.
FOOD FOR THOUGHT
After getting over the initial shock that so many people feel a bespoke logo is worth less than £10, I started thinking about why they thought that and I came to the conclusion that it’s probably down to 2 things. Either, a) (and I don’t mean this in a derogatory manner!) they are young bloggers with small budgets or b) they don’t understand the work that goes into creating a bespoke logo (which is fair enough because unless you’ve done it, why would you?). So I want to help shed some light on why branding is worth more than 10 of your fine english pounds…
BLOGGING VS GRAPHIC DESIGN
A lot of bloggers won’t work for free and by that I mean, if a brand contacts them to do a review/feature a product etc. The blogger won’t accept unless he/she receives a little paycheck of their own. Why? Because as bloggers know, there is a lot of work that goes into creating a blog post: consider the planning, the writing, the editing, the photograph taking, the editing of the photograph and all of this work is not even taking into consideration the scheduling of social media updates to promote the blog post (and with that, the brand featured in the post). All of this takes up so much time and unless you’re some kind of superhero, chances are, it takes you no less than a few hours to get everything looking perfect-o.
Unless you need the product that the brand is offering (e.g maybe you’ve got a gift guide planned and you need products to showcase) – that’s fair enough because you’re the one looking for ‘content’ if you like. But if a brand is contacting you to write about their stuff – launching a new product, wanting a review, etc – unless you really want the goods and are willing to work for ‘free’ then it makes sense that you would charge the brand for your time. Comparing this to the laws regarding national minimum wage, in my opinion, you should be charging at least minimum wage for your time. Now I’m 25 so the minimum wage currently is £7.20 so if I intend on spending say 3 hours on one blog post, I’d expect at least £21.60 for my work. That’s fair enough isn’t it? (Let me know your thoughts on this, I’m intrigued!). Obviously this is just a ‘deserving figure’ I.E what someone of my age is entitled to by law, but if say I have a couple of thousand followers, it makes sense that the price would increase with audience reach too!
Comparing all of this to graphic design, it’s a similar ball game. If you’re truly getting a bespoke logo, believe me when I say that your designer will not be spending all of 20 minutes on your design. If the logo/brand banner/*insert whatever it is you’re looking for here* is personalised to your ‘thing’ then the process is much like writing a decent blog post – it involves a lot of planning and can easily take up a couple of hours (depending on how detailed the piece is!). So again, it wouldn’t be fair to expect your designer to create a bespoke graphic for you for less than you’d work for minimum wage (because ya know, we all have those blasted bills to pay too!).
WHAT IS A BESPOKE LOGO ANYWAY?
You might have heard of a logo generator – the kind of website where you can ‘design’ your own logo using generic brand elements and fonts. This is fine if you have a low-budget and want a quick no-hassle kind of job doing. The problem with opting for a service like this, is that the branding is not tailored to what your website/blog etc is offering. It’s just a generic logo that probably hundreds of other people have already used.
A bespoke logo is something that is created by a graphic designer after collaborating with you to discuss your brand and it’s vision. Your designer will discuss colour palettes with you, styles e.g minimalist, bold, vintage etc. They’ll also ask if there is anything in particular you’d like to see incorporated in the design…maybe you prefer an icon or text or even just initial based. Your designer will explore your vision in detail so they can create something truly bespoke to your preferences and created from scratch (minus the fonts of course!) which means it is guaranteed that no one else is going to have branding that matches yours. As you can imagine, this detailed collaborative method of working means that your designer will be spending quite a bit of time on your project.
IS BRANDING WORTH IT?
To put it simply, yes. If you’re serious about your business, blog or whatever venture it is that you’re doing, branding is essential. Think about Coca Cola, Apple or The White Company. What do you feel when you see their branding? For me, as soon as I see their logo, I feel excitement because all three of these brands in my eyes product quality goods and I have a lot of respect for them – better yet…I’m a repeat customer! What you really want is for someone to feel something when they see your branding and you want it to mean something to them. Now if you’ve a blog and you’ve not got any branding and just a standard typeface logo, chances are I’m going to be less immersed in what you’ve got to say. When someone clicks on your website, you’ve got about 5 seconds to make a good impression and the first thing your audience is going to set eyes on is probably your logo. Make it good, make it count, make it representative of what you offer and draw me in as a reader/shopper/etc.
HOW DO I FIND A DESIGNER?
In my opinion finding a designer is much like finding a tattoo artist – to get the best results that you’re after, choose a designer that specialises in the style of graphic design that you’re aiming for. Most graphic designers should have a section on their website with a portfolio of their work and here you should be able to identify whether they’re the artist for you. There are a number of ways you could find a designer right for you…Google, Instagram – checkout hashtags such as #graphicdesigner #graphicdesign #branddesign #branding #logodesign, Pinterest (I can’t recommend this one enough!) or ask around for recommendations – ask your blogger friends where they got their logo from!
MY EXCITING NEWS!
I’m going to be launching my graphic design services very soon! I will be making various options available via tiered pricing so my work will be budget friendly for everyone. My portfolio will be coming super soon so keep a look out for that and keep your eyes peeled for the launch!
I WANT TO HEAR FROM YOU!
I’d love to hear your thoughts on this blog post and whether I have swayed your opinion on the worth of branding and the logo of your blog. I was so surprised with the poll results that I’d love to learn more from you so please do drop me a comment below and share what you’re thinking right now this very second 🙂