Logos are a challenging design task. The goal is to design a minimal piece of art that conveys the essence of your business, is appealing visually, is memorable, and reproduces well in multiple mediums. Some place a huge amount of expectations on what a logo should achieve while others just want something they like and aren’t as concerned about the details. As with many things in life, a middle ground is the best target to aim for by keeping expectations realistic but spending a reasonable amount of time and effort ensuring that you’re not creating headaches in the future.
Early in my career I spent a few years working solely as a logo designer and have continued to develop logos in various capacities even though it wasn’t usually my primary job. I’ve gained a tremendous amount of insight into logo design and I can ensure that all of the minor yet important details that often get overlooked are addressed with the mark that will ultimately be the symbol of your business or product.
A good logo designer will be able to design a logo that can be reduced to an extremely small size yet still be identifiable. Also, knowing the challenges of reproducing design effects in certain formats can save you hundreds or even thousands of dollars down the line. For instance, using a color gradient prominently in your logo could be extremely challenging to reproduce when stitched onto a polo shirt. Also, while printing on paper has improved over my career, it is still wise to limit the number of colors used as there are still mediums that require additional expense for each color used.
Spending a little extra time and effort on a logo is money well spent in the long run. It’s a relatively minor expense for what will be an extremely important representation of your business or product.