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Originally Posted by pburton
The amount of time and money wasted on logos amazes me. We could have done so much with that effort. When I see an excessively fancy logo I think "inefficient company"
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I agree with what you are saying. I think a more appropriate statement would be "the amount of time and money wasted on ineffective logos"
An effective brand image DOES take a lot of effort, time, or money to develop. As the face of your business and representation of your products, this effort should not be taken lightly. The attitude that branding is a waste or 'extravagance' will severely restrict your ability to market your products your realize full potential.
The real issue is where the effort is directed. All too common the logo design process begins with Photo Editors and Clipart Galleries. The end result is a meaningless mess of colors, lens flares, bevels, drop shadows and distorted text. I have no doubt a lot of work goes into many of these logos - but the logo still remains useless - even harmful.
A powerful logo begins with creativity and a true understanding of your business's marketing objectives. I encourage designers to spend 75% of their time developing ideas and paper comprehensives before they even hit the screen.
Take Care,
Grease