Logo Design Approaches: DIY, Freelancers, or Design Studios?

When it comes to logo design, there are several approaches to consider, ranging from doing it yourself (DIY) to hiring a professional design studio. Just as with architecture, each method comes with its own set of challenges, costs, and outcomes. In this article, we will explore three different approaches to logo design—DIY, vernacular, and professional—each compared to methods used in building a house. Whether you're looking to save money or ensure the highest quality, understanding these approaches will help you decide which one is right for your brand.

DIY: The self building approach

The first and most economic option is to do it yourself (DIY). For centuries, people have been making their own houses, fixing water tanks, and making their clothes without hiring professional architects, plumbers, or designers (Kuznetsov and Paulos, 2010). Likewise, to build your own house, you just need to be an architect, structural engineer, mason, and worker. With only material costs, you can build your own house. However, due to the complex nature of building a house, self-building can result in technical and legal disparities (Brown, 2008).

Similarly, you can design your own logo. There are plenty of free software and websites where anyone can design a logo. And with the rise of generative AI, the possibilities are endless (Bozkurt et. al., 2023). But similar to building a house, logo design is also a complex subject. Anyone can design a logo, but not everyone can design the right logo (Airey, 2014). Designing logo all by own can lead to technical (design-related problems) and legal (trademark and copyright) issues that negatively affect the brand in the long run.

Partial DIY: The vernacular approach

The second and mid-range option is partial DIY. Hire some masons and workers on a daily wage, and you act as an architect and a structural engineer. The masons and workers will follow your orders and do whatever you ask them to do. This type of construction, where architects and engineers are not involved, is called vernacular architecture (Gilbert, 1857). It constitutes 95% of the world’s built environment (Rapoport, 1969). As this type of house is made by skilled masons and workers, the result will be better than before. However, as architects, structural engineers, and other experts are not involved, concerns related to technical and legal disparities will still be present. Vernacular architecture can satisfy the needs of people within their resources, It does not satisfy the aspirations of people (Srivastava et. al., 2023).

Similarly, in the case of logo design, you can act as a creative director and hire one or more software experts on a daily wage and tell them what to do. They will do whatever you ask them to do. If you say use this color, they will use that color. If you ask them to tweak the design, they will tweak the design. If you ask them to design a logo in 2 hours, they will do it in 2 hours. They will simply follow your orders. This type of design, where creative directors, strategists, designers, print experts, and trademark experts are not involved, can be called vernacular design. With millions of companies in the world, most logos fall into this category. As you involve software experts in the process, the result will be better than the previous one. However, as creative directors, strategists, designers, print experts, and trademark experts are not involved, the result you finalize may have technical and legal problems.

Note: Anyone can practice architecture. Only the title of Architect is protected by legislation, not the profession of architecture (Supreme Court of India, 2020). Similarly, anyone can practice being a creative director and design whatever they want without getting a design degree.

Professional approach

The third and most recommended option is to go to an architectural firm. Architectural practices are creative organizations. They have a team of architects, drafters, designers, and engineers. These organizations rely on the expertise and knowledge of their specialized team. They are hired by clients to provide solutions to spatial problems (Winch and Schneider, 1993). They build houses that are safe, functional, economical, and suit the needs of the people using them. They take care of all the technical and legal aspects of building (Bureau of Labor Statistics, 2024).

Similarly, in the case of logo design, you can approach a design studio. Design studios have a team of creative directors, strategists, designers, print experts, and trademark experts. They make sure your logo is unique, memorable, simple, appropriate, and works perfectly across different print and digital applications. They take care of all the technical and legal aspects of logo design. They do extensive research and understand your company, competitors, and consumers before starting the design process. Before finalizing the design they go through thousands of ideations, iterations, and testing to ensure best-in-class quality design. While this option require a higher initial investment, the long-term benefits of a well-crafted, legally sound logo can significantly outweigh the upfront cost.

In conclusion, the approach you choose for logo design will ultimately depend on your budget, time, and the level of expertise you seek. While DIY or partial DIY methods may seem like cost-effective solutions, they can often lead to issues in branding, legality, and overall effectiveness in the long run. By contrast, investing in professional logo design ensures a high-quality, legally sound, and well-researched outcome that can significantly benefit your business. Just like a well-constructed building, a professionally crafted logo can stand the test of time and contribute to long-term brand success.

References:

• Airey, D., 2014. Logo design love: A guide to creating iconic brand identities. Peachpit Press.
• Bozkurt, A., Xiao, J., Lambert, S., Pazurek, A., Crompton, H., Koseoglu, S., Farrow, R., Bond, M., Nerantzi, C., Honeychurch, S., Bali, M., Dron, J., Mir, K., Stewart, B., Costello, E., Mason, J., Stracke, C.M., Romero-Hall, E., Koutropoulos, A. and Toquero, C.M. (2023). Speculative futures on ChatGPT and generative artificial intelligence (AI): A collective reflection from the educational landscape. Asian Journal of Distance Education, [online] 18(1), pp.53-130.
• Brown, R. (2008). Designing Differently: the Self-Build Home. Journal of Design History, 21(4), pp.359-370.
• Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Architects.
• Gilbert, G. (1857). Remarks on Secular & Domestic Architecture, Present & Future , J. Murray.
• Kuznetsov, S. and Paulos, E. (2010). Rise of the expert amateur. Proceedings of the 6th Nordic Conference on Human-Computer Interaction Extending Boundaries - NordiCHI ’10.
• Rapoport, A. (1969). House form and culture. Englewood Cliffs, N.J., Prentice-Hall.
• Srivastava, Arpita & Das, Bijay. (2023). Vernacular Architecture in India: A Review Article.
• Supreme Court of India , 1819 of 2000, Civil Appeal No 1819 of 2020, Arising out of SLP(C) no 18752 of 2014, (March 17, 2020).
• Winch, G. and Schneider, E. (1993). The strategic management of architectural practice. Construction Management and Economics, 11(6), pp.467-473.