“C’mon, it’s just a logo. How hard can it be?”
We haven’t heard it phrased exactly like that, but that’s the implication: “We designed our last logo all by ourselves in Word, and it looks just fine. Why should we pay you to design it?”
Why? Because an amateurish logo is your entire firm wearing a cheap suit.
Of course, no one ever hired or fired a law firm because of its logo, but it’s sitting prominently on your business card and website. It’s one of the first things people experience about your firm at a critical time, when they’re looking for any indicia of quality (or lack thereof). It’s an important part of a first impression.
It’s understandable that people think logos are easy to design – they’re just words after all: Pick one or two different standard Word fonts, bold or italicize part of the name, center it, then add a color. Boom, done.
It seems simple. But it’s not. Not at all.
Here’s an example. We rebranded Moffatt Thomas, one of Boise’s finest law firms (Moffatt merged in 2017 with Hawley Troxell), including an ad campaign and robust WordPress website. We eventually settled on a “Leaders” theme and needed a fresh, modern new logo to match.
A good designer juggles many different variables like, shape, balance, and utility. Consider the capitalization style, centered or offset, thick or thin, serif or sans serif, two lines or three. We kept a blue color for historic continuity, but updated the particular tone.
Here’s the original logo they’d been using for roughly 20 years:
Below are just some of the rough first drafts:
We eventually selected this finalist:
Well-designed logos are eye-catching, balanced, and nuanced:
Here is the before-and-after comparison:
Obviously, an updated logo can convey a professional image.
On two lines the firm name stands out more at the same width.
And in a high-risk professional-services industry where the buyer can’t “try on” the service or take it for a test drive before buying, even little things matter.
You wouldn’t wear a cheap suit to meet with a hot new prospect.
Don’t let your logo or business card be that cheap suit.
How does yours look in comparison to your competitors? Does it stand out alongside them on a sponsorship page?
Here’s a link to a video of Ross in action.