David L. Cook, president and creative director of Origin East West, writes about logo creation and the work that goes into it. Coming from the days when “the only ‘technology’ available was a pocket calculator”, he argues that with the advent of computer graphics, logos are now easier than ever to create. However, it still requires expertise to design and execute a convincing logo.
Logos easier to make, but need expertise
I love to design logos. In its simplest form, a logo is a wonderful combination of typesetting, graphics and market positioning. With social channels, the web, cable TV networks and all kinds of co-promotions, the right logo is a crucial component to the marketing program of any business.
When I first began my career, creating a logo was a complicated, time-consuming process, making them a luxury that only those businesses with a considerable advertising budget.
Most small businesses did not have a logo. Keep in mind, when I began designing logos there were no computers.
Creating a logo required a lot of time as well as access to some very expensive equipment. It’s easy to see why logos were expensive and out of reach for most small businesses.