"It's Just A Logo: Why Hire A Graphic Designer"

Written By Tammy Fink

The first rule of business is 'Always make a good first impression.' Graphic designs, such as logos, branding, business cards and billboards, play such an important role in that initial impression. These things are more than just an expense, it is the overall way you will tell the world about your company, product, or service. So, why would anyone think that now would be a good time for a 'Do It Yourself' project. You might be tempted to think that with today's high technology, graphic designs are something that you can just throw together on your own. After-all how hard can it be? Well, while DIY projects are great for home improvements. DIY graphic design projects typically succeed only in showing the world just how much graphic expertise you truly lack. And unlike a bad woodworking project that goes awry at home, bad graphics can't just be hid in the closet, once they have been released as a brand of your business, you have already made your first impression on your potential clients or customers.

Graphic Design Companies are a professional business service, just like an accountant, delivery driver, or a business consultant. They offer an expertise that can prove valuable to your business. While we see graphic designs all around us: movie posters, road signs, magazine ads, and even the designs on fast food wrappers. Most people don't really look at what it takes to create those designs. Did you ever stop to think that every one of those designs were created by a graphic designer at some point?

Graphic designers think about designs all of the time. They are trained to see what most people take for granted. Do you know what major brand, corporate logo is comprised of a green circle encasing their company name while also featuring 2 stars, and a mermaid? If you said Starbucks, you would be right. But what most people don't know is that their first logo was highly controversial. Which has lead them to change it at least 4 times over the years.

Unfortunately, this coffee empire logo is not an atypical problem seen by seasoned designers. A company has a product that they are trying to sell, they come up with an idea for a logo, and it seems like a good idea at the time. How could using a 16th century Norse woodcut of a two-tailed mermaid or siren, prove to be not such a good idea? First, let me start by saying I would never presume to tell Starbucks how to make coffee. It's what they do best... but they really should have hired a professional designer to work on their branding from the start. As their graphic designer, I certainly would have been the first to mention that a half naked mermaid might be seen as a bit over the top. They had a good initial concept.. And according to their own documentation, 'That early siren (mermaid), bare-breasted and Rubensque, was supposed to be as seductive as the coffee itself.' It could have been modified early on and still have kept it's seductiveness, and a designer would have helped them achieve their brand, without alienating any of their customers. Apparently someone down the line, did mention this which resulted in the kinder, gentler logo that most are familiar with today.

It might not seem like a very big deal, it's only a logo. Yes, but it is a logo that is on everything from their cups, order forms, t-shirts, rubber floor mats, signage, points of purchase (POS), coffee machines, even their employee applications. And while I don't have the exact figures, I would bet you that changing the coffee giant's logo once it had hit the market, proved to be more expensive in the long run, than if they would have just hired a professional designer in the first place. And doing a bit of pre-market research wouldn't have hurt either. Don't get me wrong it's good to update your brand from time to time to keep up with changes in your market. But starting from a solid branding idea and hiring a competent graphic designer is the most effective way of launching your empire.

Whether you are looking to create a new brand or update an existing brand, find professional graphic designer to work with who understands some of the pitfalls that you may or may not have considered. It truly will be the best investment that you can make for your business. You've obviously spent a great deal of time and money creating your product or service. Why would you skimp on the part where you tell the whole world about your wonderful product? Graphic Design should be a part of your overall business plan. After all, no one wants to be the one to say, "Hey, Coffee Emperor, you've got a naked mermaid on your logo."

Tammy Fink is the owner and head designer of Blue Water Designs, LLC. www.BlueWaterDesigns.biz