Logo or No Logo?

I do not have a logo.

But wait, you say. What’s that in the corner of the screen? It says “Dash Buck.” Sure looks like a logo.

Well, yeah, technically, I can use that set of characters in that order in those colors and that font and call it my logo. But it’s not a tiny, yet memorable motif. And it certainly wasn’t designed to invite you to create associations with the feelings I want you to have about my brand. So, a true logo it is not.

Logos are some of the trickiest pieces of design work to pull off correctly. One small misstep can turn your subtle, elegant geometric shape into something that reminds viewers of the back side of a donkey. If you look at a lot of websites, you’ll see many, many examples of terrible logos, and almost no examples of good ones.

The thing is, when you’re first starting out, you don’t necessarily need a logo. Working with a designer or marketer to create a cohesive set of brand colors and fonts will take you a lot further than one small, intricate piece of art. As your business grows and changes, you’ll have a better idea of what your brand is. Then you can consider shelling out for a new logo – probably around the same time as your first website design overhaul, 3-5 years in.