Why not instant logo? We have instant coffee, instant noodles, instant photos, so why not instant logos? when an errant spam email reached me touting "a great logo - in just a few minutes, risk free", our first instinct was mock amazement: "Oooh, look! What specialised templates they have!" and "What exclusive pre-made designs!" The derisive comments one usually saves for Clip Art were soon followed by hysterical laughter and contemptuous snorts.
But once the noise died down, the truth sank in pretty quickly - people buy it. Once armed with a computer and cable connection, the world is your oyster. So why pay thousands of dollars for a logo when you can get one for US$19.00 minus the likelihood of the design firm disagreeing with you? (logofury, logoinstant)
To reuse the food metaphor, just imagine a culinary degustation by a Michelin chef versus instant soup and a frozen pizza. Sure, so some people enjoy the latter (it is not a crime) and the more discerning will enjoy the former. But you do get what you pay for.
It sounds easy though, but not everyone sees the intangible value of a specially crafted logo that is part of an entire brand identity and an extension of a company's communications. A logo is not to be plonked/tweaked/rejiggled. The 'instant logos' out there only make it harder for the design industry to educate clients on the level of strategy and experience involved in creating a logo.
Fundamentally, the onus is on us - those who understand the complexity of design and communications - to be effective communicators ourselves in defining the importance of effective design. Logos is, after all, the Greek word for logic, reason and common sense.
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