Security Capital Australia Corporate Stationery Design

“We need a logo designed, how much will it cost?”

This is a question I get asked quite often, and it is usually from people emailing me through the horgancreative website. Most of the time, I seem to get the feeling they they are trawling google, emailing all the design agencies in town trying to get the cheapest quote.


On one hand, I appreciate their enquiry and I am more than happy to help them out with their requirement for a new logo, but on the other hand, I feel obligated to inform them that they should really be considering a complete branding solution, and not just a logo. You see, a logo is not a brand, and a brand is not a logo.

As an analogy, let’s imagine a home with a beautiful facade. As you walk up to the front door, you are starting to think about what the home’s interior will look like once the door opens. You get inside, and you quickly realise there is no furniture, nothing on the walls, and the floors are bare. There is absolutely nothing inside the home which helps you to get an understanding of the owner’s personality or style. There is no emotional connection. No colour scheme, no texture, and no visual communication whatsoever.

…a logo is not a brand, and a brand is not a logo.

This is exactly what happens when you have a just a logo, and no branding or visual language to support it. It creates an empty box, and you are allowing people to make their own mind up your business. This is a very unnecessary risk to take, and is the precise reason branding is so important, as it allows you to position your business in ways which will resonate with your target market, and allow them to emotionally engage with your brand.

So, instead of asking for a stand alone logo design, what should you be doing?

Well instead of going out and asking a designer to design you a new logo, instead think about the reason you are considering of changing your logo. You didn’t just wake up one morning and decide you would like a new logo. Usually these sorts of decisions are driven from a strategic change in business direction, for example, you may be targeting a new niche, or you may have a new product line which needs to appeal to a different market.

Once the problem can be understood, a process of strategy, market research and brand development can commence, which will help ensure you get the best possible outcome to resolve the problem you set out to address in the first place. Whatever the case, simply changing your logo is unlikely to be the miracle fix!

If you would like to discuss your business’ branding further, feel free to contact me.

Chris Horgan

Chris Horgan

Chris Horgan is a Graphic Designer at horgancreative. When he's not designing, you'll either find him clad in lycra on a bike, on a basketball court or in front of the TV.

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