Good Logos Do Not Make More Money

What designers need to understand about logos and how they apply to the business world.

January 9, 2020

Business is comprised of two key objectives: saving money and earning money. So, if you are in a B2B industry, it is crucial to understand how your service aids a business within these objectives. As an identity and web designer, I'd like to think that my work has an impact on helping businesses succeed. But, I'm not one to throw around lies about my craft either. Which brings me to the point of this punch: good logos do not make more money. 

Believe me, it was hard writing out those words, as I'm sure I've got a target painted on my back now because of them. Sorry design friends, but it's true. A logo is not a magic bullet that suddenly gives businesses a truckload of new revenue. We're not done there though, as logos are important in business, but not in the way we'd think.

What a good logo does is mitigate loss. Do you hear that? It's not about what is gained, but about what you keep on the table now and for years to come.

Here's an example:

Put yourself in the shoes of a SaaS startup founder. She has set a few goals for herself.

Right now, her goal is to have business cards, a website, social profiles, and an email newsletter set up for her SaaS product.

1 year from today, her goal is to have 1000 paying customers, an expanded product line, trade booths, monthly investor meetings, and a suite of marketing collateral in addition to her previous goals.

5 years from now, she wants to have an office, 20 employees, run daily content marketing campaigns, expand the online tools for her users, and also product merch in addition to her previous goals.

10 years from now, she could potentially exit the company but hopes to leave behind a legacy.

Let's break this down:

Right now, her goal is to have business cards, a website, social profiles, and an email newsletter set up for her SaaS product.

Attaching some numbers to this, let's say she gets 1000 business cards printed for the year, gets 80 visitors to her site per month, has 10 visitors between her three social platforms per day, and has 30 subscribers to her weekly email list. In the first year, that is over 7,000 touchpoints and the logo is on every single one of them. 

Now imagine this: the logo is hideous, poorly designed, and sticks out like a sore thumb on all 7,000 of those impressions. Whether consciously or subconsciously, all 7,000 of those impressions could have been better, if it wasn't for that hideous logo.

I was thinking that'd I'd do the math on every single one of these milestones, but let's just imagine the number of touchpoints increases by 25% each year for those entire 10 years (remember this is impressions, not sales, paying investors, or paying users). At year ten, that's just over 65,000 touchpoints. 65,000 opportunities to make an impression on a potential user. Now imagine 30% of them go away because the design of the logo reminded them of something scammy. Or maybe because it looks like a phallus flying across the sky.

Is it worth the risk of putting all of that revenue at stake because your logo makes people feel gross? Or what about the cost of having to reprint 6,000 brochures because the logo was not delivered in proper formats?

It's not about earning more money, it's about keeping what's on the table. Do not let your logo be the Achilles heel of your business.

More you say?

Stop Being Professional

How being professional kills your brand.

3.26.2020

Alright, let's make sure we're on the same page, as one of the biggest issues with being professional is lack of concrete definition. You probably think of professional as suit and tie, clean cut, and stoic. But that's bogus. And it is off-base for what the actual definition of professional would entail.

Professional /prəˈfeSH(ə)n(ə)l/:

relating to or connected with a profession.
"young professional people"

engaged in a specified activity as one's main paid occupation rather than as a pastime.
"a professional boxer"

a person engaged or qualified in a profession.
"professionals such as lawyers and surveyors"

Nothing in those definitions implies that one has to give up their personality, character, or style to be a professional. It seems that the only defining characteristic would be the practice of a specific activity that one gets paid for. You could pop pimples for a living and you'd still be considered a professional, so long as you get paid for it. Do you hear that? So long as you do a job and get paid for it, you are a professional. You don't have to wear a suit, you don't have to refrain from saying what you think or using slang, you have to provide something deemed valuable to be a professional.

Why do I want you to stop being "professional?" Because you box yourself in with your definition (the clean cut, suit and tie version). It makes you boring and totally diminishes the elements of your personality that make you special. Granted, this doesn't mean you should stop taking care of yourself or give the impression that you aren't put together, but that's not a hard standard to meet. If you wear a nice, unwrinkled t-shirt with a good pair of jeans, and sneakers, no one is going to think you're a slob. If they do, screw 'em. They are clearly not supposed to do business with you, but instead with someone who takes pride in posturing themselves to look wealthy rather than doing good work.

Stop trying to be professional and instead double down on being yourself, whatever that means. If you like getting dressed up, go for it! But don't let those fancy clothes become a shock collar that stops you from being yourself, telling your jokes, and saying what you feel is right.

read more

Something More...

If you want to make an impact, you must look beyond the external problem.

7.7.2020

What makes for a good superhero movie? A dastardly villain, yes, but there's something more there.

The most impactful villains are those who break the foundation of what we deem to be right in the world. Those who go beyond annoyances and challenge the makeup of our existence. Thanos, the villain in Marvel's Avengers, is a ferocious opponent and he can dish out a punch, but he becomes menacing only when he says that life is not valuable and that it doesn't deserve a chance.

By attaching the villain to a bigger, philosophical problem, he becomes someone we as viewers are invested in defeating.

If you want to rally people around your brand, find a common enemy. Not just the schoolyard bully either, find a big one and go after them.

read more