Do stock logos work? That depends.

Stock logos are basic logos where you can plug in your own name, tagline, date, etc. and boom you’ve got a logo. They’re quick, easy, and cheap. There are some talented designers out there who do create stock logos. One glance through Creative Market and you’ll see some really beautiful designs. But do they work?

Let’s start by defining what I mean when I question whether stock logos work.

We put a heavy emphasis on strategy here at Rhema Design Co, and believe an effective brand design is strategic, intentional, timeless, and beautiful. So when I question whether stock logos work, here are things I’m considering;

• Is it clear?
• Does it appeal to your target audience?
• Is it dynamic and scalable?
• Is it strategic?
• Will you need to rebrand in two years?

I believe these are essential to an effective brand design. Yes, I completely understand that branding can be expensive, but with strategic and beautiful branding your return on investment can be that much greater. You’ll be able to effectively and clearly speak to your target audience, which will dramatically change the outcome.

Let me explain some of those criteria a little further.

If it’s not clear what you do pretty quickly, you’re going to lose people. If it doesn’t speak to your target audience, then you’re not going to book them. For example, if your target audience is males aged 45+, then a pink hand lettered logo is NOT going to draw their attention at all. That’s an exaggerated example, but you get the point.

If the goal of your business is to grow, then it’s important that your brand be dynamic and scalable. You need more than just one logo mark, you need several marks that can be used in different places to further reinforce the brand recognition. Just one logo mark isn’t scalable. You will eventually need more than that or you’ll get so sick of seeing that one mark everywhere.

If you’ve worked your tail off to gain customers and brand recognition, then what happens if you decide to rebrand? Depending on how well it’s done, that brand recognition is gone. This is why it’s so important to have a strategic brand from the very beginning.

It’s also important to take a look at your goals.

If you want to build a $100,000 business within a year, then $2,000 for branding is a drop in the bucket. Two percent to be exact. I’ll go a step further. I don’t think it’s reasonable to want to grow a large business without investing into it, and I’m not just talking about branding. If you’re trying to monetize a small side hobby with no plans for it to grow large, then maybe that $15 Etsy logo is good enough. If you want more, then you’re going to have to invest more.

Someone recently called me to ask whether I would sell them an unused concept from a previous client. That would have been a chance for me to make some easy money, but without even considering it I said no. That’s not what Rhema Design Co is about. I’m not looking to make easy money. My goal is to support small business by crafting individual and strategic brand identities for them.

At Rhema Design Co everything we do is born from a place of intention. We believe your brand design is only as powerful as your brand strategy. If you’re ready to level up, reach out to us today and let’s get started on crafting a powerful brand identity for your business.