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Here’s Why Logo Design Still Matters in 2017

by Roxana Nasoi



Having access to various business channels - in this case, clients and freelancers; demands and offers, has granted me knowledge and insights in marketing and branding. Among them, the ever-present question: “Is logo design still relevant?”.

Today, I’m going to share with you the reasons why logo design still matters in 2017, from a client’s perspective, as well as a provider’s.

Heads Up: Micro-Branding from Day 1 

Branding is like air for your business: chances are it won’t survive without it. I have briefly mentioned before the importance of a personal brand and why it is key to your online success.

Reality stands like this: in 2016, we saw an emerging trend in communities being formed around people, not brands. There’s also a demand in customers’ perceived value, which eventually translates into a better understanding of what your customers want and need, as well as what they receive - the end result.

Big data certainly comes to aid businesses in acquiring the necessary intel. Social media has also gained a solid status as “social CRM tool” for both businesses and customers to connect, engage, offer and collect feedback.

With these aspects in mind, independent of their nature, businesses should rely on micro-branding from Day 1. What does this mean, exactly? Simply put, a shift in focus from general brand appearance, message and positioning, towards a subtler thinking. The only way to differentiate and communicate with your audience on a subconscious level is “for people, by people”.

One example is the term “handcrafted artisan jewelry”. When a business provides such services or products, and labels themselves as unique, the gap between provider and customer is greatly reduced. In fact, the business relationship becomes more personal, more solid and more special.

The customer feels cared for and chances are he becomes not just a fan of the brand, but also a brand ambassador, promoting and evangelizing the products and services on their private social channels. A thorough explanation of micro-branding is provided in this article on MarketingProfs, dating from 2007.

Bottom line: to get closer to your customers, you need an image and a vision that goes beyond general branding. What does this have in common with logo design? Precisely everything, since a logo should be your first secret ace from day 1.

Why Logo Design Matters for Businesses

We just discussed about micro-branding, now moving to the importance of logo. While a business can survive without a website and most local businesses do not even bother to have a website, they cannot differentiate from competition without a visual signature. Any business, online or offline, local or international, needs custom logos that will embed the uniqueness of the brand.

A logo is a clear, short and concise message about the brand’s personality. In terms of color, playful logo designs are usually seen in marketing agencies, development & games startups, leisure, food and beverages businesses. More rigid logo designs can reflect that the company is a corporation, part of a company chain, or part of industries such as legal, real estate and more. Specific elements can point out the industry a business is active in.

Examples: coffee beans, wine glasses, bottles, sandwich, bread, web vector elements help new customers “translate” the name and determine the type of service or product a business offers. Returning customers are aided by vector elements in recognizing the brand both online and offline. Potential customers can be drawn by a logo before even trying the services or products.

Logo Design as a Service

Many freelancers ask themselves if “logo design is still relevant as a skill”. With agencies offering brand package deals for good prices, competition sure is tough for the regular freelancer. The fast-growing gig economy means “the supply of gig labor is liquid and comprised largely of part-time workers on gig platforms”, according to HBR. While their article discusses mostly driver-gig platforms such as Uber and Lyft, to some extent, this can be applied to freelancing marketplaces as well.

Professional designers can suffer a huge blow if they rely only on their logo design skills and still want to keep their status as independent contractors or freelancers. Things are different for professionals getting hired by agencies under a full-time position and salary.

However, for the logo design freelancer, the service is profitable as a part-time, occasional gig, and the best way to preserve their independent worker status is to diversify their services, skills and portfolio. This doesn’t mean that logo design as a service isn’t profitable, whenever the service is requested by clients.


Freelance Marketplaces for Logo Designers

To increase the chances of earning a full-time income by mostly offering logo design services, freelancers can check out the following marketplaces:
  1. A good old place for designers, the website offers mostly small design gigs and regularly advertises updates on their Twitter page, @99designs.
  2. New entry on the list, the website offers freelancers cool challenging opportunities and the chance to showcase their best skills. They are also active about their design contests on their Twitter page, @Designhilldh.
  3. Not new, but definitely improved in the recent years, PPH is a great place to advertise your “hourlies”, as standalone fixed price services which can be delivered in a day. Their Twitter timeline is filled with motivation and inspiration, @PeoplePerHour.
  4. The new marketplace (formerly oDesk-Elance) welcomes freelancers with opportunities to join Teams and Talent Clouds, among others. Freelancers can also create an agency to increase their changes of overthrowing competition. Their Twitter timeline is filled with highlights and news for freelancers,dates as well as success stories from the community, @Upwork.

Takeaways

The first impact of a logo is massive and similar in a way to the first impression we get when we interact with a new face. Independent of the nature of your business, make sure the logo is an active component in your branding strategy – this can be a door opener in your connection and interaction with customers.

As a freelancer offering logo design services, the industry offers great potential for this skill, however diversify your service profile to increase growth and revenue opportunities.

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