“I Just Want a Logo…”
In the early days of building a business or launching a startup, many entrepreneurs have a simple request: "I just want a logo." It seems like a really quick and easy way to give their business an identity - and it is - but as any experienced designer or branding expert will tell you, this request often carries hidden pitfalls that can hinder the growth and success of that business. And I have seen it with my own eyes - for businesses both big and small.
Let's unpack why this happens, what challenges it creates, and how businesses can start their branding journey the right way.
Example of a social styling system created for a client to follow
Why do businesses ask for "Just a Logo"?
For many startups and small businesses, creating a logo feels like a manageable first step. They may see it as:
A quick way to look professional: A logo is a visual marker that signals legitimacy. For new businesses, having one makes them feel like they’re truly "in the game" and that they can face the public with a professional face.
A simple, affordable solution: Budgets are often very tight during the early stages of a business, and a single logo asset is seen as cost-effective branding element to tick off the list.
A placeholder for bigger plans: Some businesses also can treat the logo as a temporary fix until they can invest more in branding later.
However, this seemingly innocent step can lead to problems - for the business and the designer alike.
The hidden pitfalls for a business promoting itself
When a business focuses solely on creating a logo, they’re missing the bigger picture of how branding actually works.
Here are some of the top challenges:
No cohesive identity: A logo alone doesn’t convey your brand’s story, values, or tone. Without supporting elements like typography, colors, photography, and messaging, your promotional materials and web presence will feel disjointed.
Lack of brand recognition: A logo might look good on a business card, but if it’s not tied to a consistent visual style, customers won’t become familiar with your brand across different touchpoints they come across.
Limited flexibility: A standalone logo often doesn’t adapt well to different platforms, formats, or campaigns. For example, what works on a website might not work on print or social. See my blog post A Logo for Every Size, Shape and Season.
An example of how a brand’s style is applied across digital media
The pitfalls when scaling your business
As a business grows (which you want it to!), its branding will become more complex to make sure it works across multiple platforms. A logo-only approach creates big hurdles for scaling:
Inconsistency: Without strong brand guidelines in place, different teams or suppliers will interpret your brand differently, leading to inconsistent visuals and messaging. You own your brand so don’t let anyone recreate it in their image.
Missed opportunities for connection: Scaling a business means that you are planning to build deeper relationships with your audience. A logo can’t communicate the nuanced story or emotions that are needed to foster loyalty.
Rebranding costs: I hate to say it (but I’ve seen it!) too many businesses eventually realise they need a full branding system, leading to expensive redesigns and retrofits to align their visuals and messaging.
Limitations for designers
For designers, these requests are often frustrating. Here’s why:
Lack of strategic foundation: All designers know that creating a logo and a brand without context is like designing in the dark. Designers need to understand the business’s goals, audience, and values to create something meaningful.
Unrealistic expectations: A lot of the time, clients expect the logo to "do it all," from selling products to conveying personality. But a logo is only one part of a much larger system needed to do this.
Missed creative potential: Branding projects are an opportunity to tell a compelling visual story. By focusing only on the logo, designers can’t deliver their best work and give you value for your money.
How to start your branding the right way
Instead of starting with only a logo, businesses should approach branding as a holistic and broader process. Here are the critical pieces they need to consider:
Define your brand strategy: This includes developing your mission, vision, understanding your target audience, and unique value proposition. Your brand strategy acts as the foundation for all visual and verbal elements to be create.
Create a visual identity system: Beyond the logo, invest in a cohesive system that includes colors, typography, imagery, graphics and iconography will give your branding flexibility, scalability and longevity.
Develop a tone of voice: A critical part of any brand, is your messaging and communication style. This should align with your brand’s personality.
Establish brand guidelines: Creating a document that outlines how your brand should look, feel, and sound ensures consistency across all platforms and touchpoints.
Think long-term: Build a brand that can grow with your business. Consider how your visuals and messaging will work across new markets, products, or channels that you may not currently be using, but might have to in the future.
Conclusion
While a logo IS an important piece of your branding puzzle, it’s just that - a piece. To build a strong, scalable, and recognisable brand, businesses need to think beyond the logo and invest in branding strategy and design. By doing so, they’ll not only stand out in a crowded market but also lay the groundwork for their long-term success.
Brand Guidelines for my client Lucivio Partners.
5 Tips for Starting Your Branding Right
Invest in strategy first: Know who you are and what you stand for before diving into design.
Think system, not symbol: A logo is one part of a larger ecosystem. Build a cohesive visual and verbal identity.
Collaborate with professionals: Work with designers and strategists who understand branding, not just design.
Plan for growth: Create branding that can evolve as your business scales.
Document everything: A clear brand guideline will save time, money, and headaches as your business grows.
By starting with a thoughtful approach to branding, businesses can avoid common pitfalls and set themselves up for lasting success. And as designers, we’ll be able to deliver the impactful, meaningful work that both we and our clients can be proud of.
