When you’re starting a business, there’s usually a fairly long list of things demanding your money.
Website. Insurance. Equipment. Printing. Marketing. Possibly premises or a van. And somewhere amongst all of that, you need a logo too.
With Canva, online logo makers and AI tools making it easier than ever to create something yourself, it’s perfectly reasonable to wonder whether you actually need to pay a professional logo designer.
And sometimes, you might not.
But there’s quite a difference between creating something that looks like a logo and creating a logo that will work properly for your business for years to come.
So, which route is right for you?
When does a DIY logo make sense?
I’m a logo designer, but I’m not going to tell you that every new business absolutely must invest in professional design from day one.
If you’re testing a business idea, running a small side venture or simply don’t have the budget yet, a DIY logo can give you something to get started with.
Tools such as Canva and online logo generators make that relatively easy. You can choose a template, change the wording and colours and have something usable on your social media or website fairly quickly.
For some businesses, that’s all they need at that particular stage.
The important thing is understanding the limitations – particularly if the business starts to grow.
Where can DIY logos become a problem?
One of the biggest issues is that it’s easy to design for what you need today, without thinking about where the logo might need to appear tomorrow.
A logo that looks perfectly good on your website might not work when it’s embroidered onto clothing, printed on a large sign, added to a vehicle or squeezed into a tiny social media profile image.
Template-based designs may also be available to other businesses, while fonts, graphics and other elements can come with licensing or usage restrictions.
Then there are the practical bits. Do you have vector artwork? Can the logo be enlarged without losing quality? Does it work on light and dark backgrounds? Can your printer, signwriter or clothing supplier actually use the files you’ve got?
AI can throw up similar problems. It might create something you love visually, but that doesn’t necessarily mean you’ve got a properly constructed, usable logo at the end of it.
I’ve written separately about some of the hidden dangers of using Canva for professional design if you’d like to know more about that particular side of things.
What are you actually paying a professional logo designer for?
You’re not simply paying somebody who knows how to use design software.
When I design a logo, I’m thinking about the business behind it – what it does, who it’s trying to attract, how it wants to come across and where the finished logo will actually be used.
I’m also looking at typography, colour, spacing, balance and how the design works at different sizes. Does it need stacked and landscape versions? Can part of it work as a social media icon? Will it reproduce properly in print, on signage or clothing?
And when the design is finished, you need the right artwork too.
My finished logo packages include files for print and digital use, including vector artwork, together with different logo versions where required. I also provide guidance explaining what the files are for, so you’re not left staring at a folder full of SVGs, PDFs, PNGs and JPEGs wondering which one you’re supposed to send to the printer.
Professional logo design doesn’t have to mean spending thousands either. I’ve covered the different options in my guide to how much professional logo design costs in the UK.
DIY or professional logo design: which should you choose?
I’d look at where your business is now and where you expect it to go.
If you’re experimenting with an idea and need something temporary to get started, DIY may be perfectly adequate.
If you’re launching a business you’re serious about building – and your logo will be used across a website, printed materials, signage, vehicles, clothing or other marketing – investing in professional design from the outset can save a lot of messing about later.
And if you’ve already created a DIY or AI-generated logo that you actually rather like, that doesn’t necessarily mean starting again. Sometimes an existing idea can be refined, redrawn or professionally recreated so you can keep what you like while ending up with artwork that’s much more practical to use.
It’s not really about DIY bad, professional good.
It’s about choosing the right approach for the stage your business is at – and making sure your logo is fit for what you’re asking it to do.
Need some help with your logo?
I’ve been designing logos for businesses of all shapes and sizes for more than 30 years, from new start-ups needing their first identity to established companies whose existing logo needs a rethink.
My logo design packages offer different levels of choice and development depending on what you need, with bespoke logo design currently starting from £199 + VAT.
