Can’t Afford a Brand Identity? Read This…
This blog post will save you from the trap of the cringey Canva template logo that screams ‘unprofessional’.
Starting a brand with a bank account of zilch is tough! Amongst the myriad of new business expenses, a professional logo and branding can easily be put on the back burner, especially with tools like Canva and AI so readily available.
Whilst it seems counterintuitive for me, the owner of a branding agency to tell you how to circumvent using one, I feel it is my mission to save as many as I can from the clutches of the Canva templates. Consider this my civic duty. Charity work.
Milkshake’s services were designed with small business in mind (check out the Self Serve menu), but I understand that even $1,000 can be a stretch when you’re starting. So, I’ve compiled my favourite zero cost design hacks for a logo and branding to get you going that won’t make your customers (or me) cringe.
“A beautiful brand is amazing, but a meaningful one is better.”
- Hadrien Chatelet
1) Your brand is more than just a pretty face.
Before you start playing colour wheel roulette or fonting around (see what I did there?), you need to give your brand some substance. It's like dating - looks might get you through the door, but personality keeps you in the room. Consider these questions before you open Canva:
What are your core values? (Besides "making money")
Who's your target audience? (Hint: "everyone" is not an answer)
What makes your business unique? (No, being the "Uber of [insert industry here]" doesn't count)
What emotions do you want to evoke? (Confusion and mild irritation are not recommended)
Answering these will help guide your visual choices and ensure your brand resonates with your ideal customers.
1a) YOU are not the target audience.
Important sub point: Your brand isn't for you.
This is a crucial point that many business owners overlook. It's easy to fall into the trap of designing your brand based on your personal preferences. What appeals to you might not resonate with your target audience.
For instance, you might think neon green and hot pink are the best colours ever, but if your target audience is looking for a professional, trustworthy service, they might prefer something a little less... radioactive.
Always keep your target audience at the forefront of your branding decisions. Research their preferences, study your competitors, and make choices that will appeal to the people you're trying to reach. Your personal taste should take a backseat to what will effectively attract and engage your ideal customers.
2) Skip the 'logo' (for now)
The easiest way to scream amateur is with a badly designed logo. I'm talking those with line weights more inconsistent than your ex's text messages, cursive fonts that look like a doctor's prescription, and the king of all amateur moves - the watercolour splash. (Seriously, who hurt you?)
For your initial brand identity, leave the emblem, pictorial, abstract or character based logos out and opt for a simple, stylised text-based logo instead. This approach is more cost-effective and professional-looking than attempting a full-fledged logo without proper resources.
“Good typography, first, makes words readable. At its best, it does something more: it helps express the animating spirit of the ideas behind the words.”
- Michael Bierut
3) Keep it simple. No, simpler than that. Even simpler. There you go.
If you absolutely must design a non-text based logo (against my better judgment), remember K.I.S.S. - Keep It Simple, Stupid. The best logos are like the best pick-up lines - simple, memorable, and not likely to cause confusion (or restraining orders).
Do not overcomplicate things. Avoid complex designs that are hard to recall. Instead, focus on creating a logo with simple, clear lines and easy-to-read fonts. Remember, in logo design, simplicity is key for making a lasting impression. We're aiming for "sleek and professional," not "my first attempt at abstract art."
4) Scalability: Because size does matter
Your logo needs to work in a variety of different sizes, on a variety of different collateral. It should look good whether it's on a billboard or a business card. Avoid intricate designs that turn into blobs when shrunk down. And for the love of all that is holy, do not implement the aforementioned watercolour splash. Your logo should be recognisable whether it's the size of a house or a pea. Think big, think small, think "will this still look good after I've had a few vinos and squint at it?"
5) Evolve and invest: Rome wasn't built in a day, and neither was its branding
Remember, even the big players like Google, Lego, and Apple have given their logos facelifts over the years. As your business grows you can invest in a more comprehensive logo design. If you've done a good job following these tips (simple, legible, meaningful, and not giving people migraines), you might not even need a full rebrand! A brand refresh where a designer tweaks your initial concept could be all you need.
Now go forth and brand yourself! And if all else fails, you know where to find me. Not all heroes wear capes; some of us just have really good taste in fonts.
Milkshake offers a range of branding packages. You can view some of our previous work here.
If you’re interested in finding out more about branding for your business, don’t hesitate to reach out here.
