Create the Logo & Branding
Product development, we're back to this. We need to create the logo under branding. Where again, week five, we know what we want, right? You've put together your persona. You have a vision of who you are. You understand your brand identity, what you're trying to achieve. Those are things that you need to have in place before you can find a logo that actually fits what you're looking for. So on the roadmap, we're at this week five place, product development. We're now putting down on paper and creating the assets for our business. This is the funny part. How many of us here are already in business? Raise your hands. How many of us have figured this stuff out? Okay, we've got some work to do, let's go back and do it. It's totally fine. This is an evolutionary process. As I've said to you in all the previous segments, don't think of this as perfection, I have to have all of this stuff set up. No, you don't. You can be doing business, you can be successful, without a proper logo. I'm gonna...
show you guys, exactly, right now. But we've got our Positioning in check. We've got Brand Message in check. We've got Client Personas. We have the Why, we have the Experience. This is where we can go and look at a logo and say, "That fits." Up until now, you're looking at a logo and probably doing this, "Oh it's cool. "That's cool, I like it." You're smiling 'cause you did that. You did that, don't lie to me. Okay, so complete the Client Experience, ideas behind it, you're gonna revise it over time. Now create the logo, brand assets and products. This is what a logo should do. It has to fit our message and that's why that had to be defined prior. It needs to appeal to our target client personas, which is why that needed to be identified, prior. It needs to be simple, timeless. Scalable, is a big one that a lot of us don't even think about. I know it's really popular right now to get your name in the form of a signature and slap it on your images. It even looks great. The problem is it doesn't fit any of these criteria, like scalable. You can't recognize it when it's small. It's tough to read even when it's large. It's not unique and identifiable, because everybody's got that signature. Its popular now, everyone's got a signature. How do you identify one signature from another one without actually reading the two, right? Ideally, it contains some sort of simple element vector, some sort of a graphic that is identifiable. That piece is something you can use as an accent throughout all of your materials. Throughout your books, your branding, your messaging, your website. This is what I want you guys to do. It's worth your time and a little bit of your capital. I'm gonna put you guys right into this slot. If you DIY it, you better be a designer. I'm gonna show you the sucky logo that we created at first. If you DIY it, it needs a lot of time, a lot of patience, and good design skills to get to someplace that's great. Don't go there. If you design source it, this is like sites like Design Crowd, where you spend 250 bucks, 500 bucks, and 30 designers submit different designs hoping that they win the money. Okay, you generally get a lot of... I mean just think about it. If you're a photographer and someone is like, "I've got 500 bucks to do this. "Bid on my project." Most of you wouldn't spend your time there because you're good, that's really the plain, simple truth. Your time is better spent elsewhere and same thing with designers. Unless you're spending a lot of money on those sites, you're not gonna get good designers doing it. So it can be very hit or miss. And a custom design, it's expensive. Two, three, four, five thousand dollars to get a logo and a branding package is very common. Up to 10 thousand dollars to get a logo branding package. And you still might not be happy with it. So what I'm gonna say is if you go to Creative Market.com, search logo templates, you'll find for 30 bucks, a whole host of different templates that have different branding assets. I know what you're gonna think, you're gonna go, "I don't want a brand or logo "that's gonna look like anybody else's." You're not cause they come with tons of different assets inside of these, okay. Now, the probability of another photographer picking the exact same template set and then choosing the exact same logo with a similar name is very, very rare. That's not gonna happen. So you can get a professional-designed logo by simply getting a template, selecting it out, choosing a nice typeface, putting a little bit of your own sweat labor, sweat equity into it, and get to a really great professional result without spending a lot of money. That make sense? (laughs) We can't show brands here and this particular thing would be like nuclear meltdown here on Creative Live. Go and Google the Logo Color Emotion Guide. It's gonna give you a whole list of different brands and colors and how they emote or what those colors emotionally mean. This is gonna be how you set your colors and your brand preference and all that, okay. It would have been funny to put it up on the screen. Just to watch your face kinda... This is the evolution of our logo. So this is me going, "Okay, I'm just gonna try "and put this together myself" from 10 years ago. And eventually I was like, "You know, "that really doesn't look good. "I'm gonna try something else. "Let me try and create some sort of..." I actually found this floral piece on a stock-photo site. I was like, "I'm gonna take that. "I'm gonna trace it into a vector, "and hopefully we'll have something with branding element." And then it eventually evolved, again, think evolution not perfection. It eventually became this and it fits the criteria. Is it scalable, to an extent. If we go too small, the flower gets a little bit too crazy. So, it's not fully scalable down to like very small platforms, like resolutions. But when anybody sees that flower vector in Orange County, they know it's us, they know it's... This isn't an example of the best logo, just a logo that will work and it's good. But it conveys what we kinda talk about, right? The simple, refined nature. We talked about it fitting traditional. It has this Serif font that fits a very traditional, kind of luxury look. It fits all of our brand messaging with things that we talked about previously.