Your Logo, Your Image

One of the forums I frequent (www.aboutfreelancewriting.com) recently had a post asking if writers created their own logos or had someone else do it. Interesting question, lots of interesting answers. Some writers had created their own, with very good results, while others let the professionals handle it. I’m here to tell you why you should let a pro handle it.

That’s not to say I don’t think you’re talented. I’m simply saying that unless you’re an excellent designer who understands the juxtaposition of color and graphic elements, you’d be much better served to hire someone. But not just anyone – the designer you hire should understand your needs and should be able to “get” the ideas you communicate to him or her. For example, suppose your website is to convey that you’re a terrific ghostwriter. If the designer comes back with a logo incorporating Shaggy and Scooby Doo chasing ghosts through the letters of your name, get another designer. A good designer will understand how to incorporate both graphics and color into a logo that will reflect a professional image. Do you think the Mystery Machine best reflects how you handle clients? I don’t think so, either.

On one of my sites, I sell a publication to risk management professionals. My logo for Risk Factor reflects both my company name and the topic I’m covering – risk and loss. My designer (Kevin Prutzman, who is terrific) used a combination of red to denote urgency, slanted white to denote action, black to indicate seriousness and a gray diagonal line that splits the image and gives it a “lightning bolt” feel while splitting up the text nicely. The entire image sums up exactly what I’m trying to convey to readers – this newsletter handles risk and does so in a serious, forward-looking way.

That said, one freelancer of note has an awesome logo she designed herself. Kudos to Kristen King for designing a logo for one of her sites that is spot-on perfect.

Remember this – your logo is a reflection of your business. It’s your brand. It seems only logical to me that unless you have a very clear idea of what your logo should be and the talent to make that happen, you should find a professional who will turn your idea into a winning logo.