Here’s the scenario… You’ve budgeted for your marketing campaign, you found the perfect design firm to bring your business to life in a professional and creative way and now the design process is about to begin.
Excited about how your new marketing materials will look, you take it upon yourself to dabble on a few ideas over the weekend while your design company is off doing what they do best. You know being creative isn’t your area of expertise but you woke up with a spark of genius one day and wanted to get it onto paper before the idea was lost. One thing leads to another, and you have a “great” new logo design idea that you hold close to the vest just waiting to see what the design company comes up with on their end.
When the logos are sent, you review them and like many aspects about them but they aren’t quite… “your idea.” You provide feedback to the design team and then present them with your sketch of an idea. “I really think this approach I came up with will work better…”
The design team delicately informs you that your idea has either been done before or it is a very antiquated approach and moreover very busy not to mention is trying to do more than a logo should. You digest this feedback from your design team and then think “hey it’s my logo, my company — I want what I want — my idea is amazing.” There may be a valid point in there somewhere, but in the grand scheme of things, do you really want to be responsible for the very essence of your brand identity — after all, your brand shapes everything that helps to market your business. Will your 1980 something looking logo be a solid representation of how your company is today?
you know what… I brought this brown bag lunch I threw together (as a backup), I think it will sell much better than what I just ordered from your fancy menu…
Look… you hired a professional design company for a reason — to make your company look like a contemporary, sophisticated and polished business. Admittedly so, you aren’t the creative type to begin with anyway. Sure, you may not completely understand why “your” design idea isn’t going to work based upon the feedback your design team provided, but that’s ok, you don’t have to — the takeaway is you should trust the company you hired to do the job in the first place, afterall this is what they do every day all day. You certainly don’t walk into a 5 star restaurant at lunch, order their most popular meal, take a bite and then say… “you know what… I brought this brown bag lunch I threw together (as a backup), I think it will sell much better than what I just ordered from your fancy menu.”
Feedback on designs is completely part of the process and expected, but taking the reigns on the project and disregarding your designers recommendations and steering the project into a misguided direction benefits no one. For instance, if we chose the color blue to use in the design because it had a more approachable and soothing quality to it and you said “no… blue is an angry button pushing color” — we’d have to strongly disagree and back that up with typical color theory findings. The same goes for website, logo design or other print marketing.
Design is always done with purpose, styles change, ways of designing evolve. It’s our job as the design team to help guide you into what will be the best direction for your business from an aesthetic perspective. When you veer a project off course just because it’s “your baby and you really love neon”, that ends up minimizing the visual impact/memorability, ultimately works against your success and frankly being taken seriously as a business.
Bottom line — trust your design team, never be afraid to provide feedback and be open to their professional recommendations. The investment in your image is well worth a much more polished product in the end.