Often the first connection someone makes with a business, a logo has an critical job. A logo conveys a feeling and educates the viewer about the brand. Dylan, Amy, and Lance draw upon their own experience with logos as well as the submissions of others to evaluate what’s valuable in a design.
But first, updates from our hosts! Soon after receiving funding for her second float center, Amy ran into an unexpected roadblock when meeting with her local health department. This time, however, the issue wasn’t about float tanks. At the Float Shack, Lance has been testing new products, including foam earplugs, enzymes in the tank water, and the Scumboss, and tells us how they’ve measured up. At last, the flooring has been installed in Dylan’s new float room! He describes why he’s excited about this particular flooring.
A recent post by Dan Larsen in the Float Facilitators Facebook group invited float center owners to post their logo and share the story of how it came to be, and this led to an exciting community discussion! With permission from many of those who posted, our hosts share their stories on air, who designed their logo, what about it serves their business, and what they would’ve done differently. Lance in particular shares why he intends to make changes to his logo in the coming months.
Is simplicity preferable to high-detail? What technical specification should be taken into consideration so that the logo is scalable? What the heck does ‘vector’ mean? Brian Van Peski, who works behind the scenes at the Art of Floating, joins the hosts to talk specifications and online design services.
Floataway – Show Sponsor
Float Facilitators Facebook Group
Lisette (The logo designer whose name Dylan couldn’t initially think of)
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This was the hardest episode for me to listen to. I can always tell the difference between when something was designed by someone who has really studied graphic design and understands the principles and when something has been designed by someone who kind of likes or doesn’t hate art and needs to make something for their business or maybe their aunt’s business. Billboards are the worst for this – poorly designed billboards inspire accidents.
Logos are the face of your company and should be invested in with the same level of seriousness that you invest in plumbing, flooring, float tanks. I heard some slight mention of it but not enough – you should really be hiring a designer. In the same way in past episodes people found it wasn’t worth it to try and do parts of your own (plumbing / electrical?), hiring a professional is worth the money. The average price for a logo is $1,000 and you should be prepared to spend as much when contacting a designer. Most have their portfolios online and you can see what their work looks like. It also never hurts to ask another local business with a very professional looking logo who designed it.
99designs and designcrowd are really bad for the design industry. Most designers will not get paid, and knowing this, they don’t put in very much time, so the logo you end up with isn’t going to be as nice as if you actually hired a designer. Also, when you hire a designer, you can tell them more about your business and target market and you can ask them to make revisions. It is also totally fine and standard practice to ask the designer for a quote before you begin work. Much has been written about the scourge that is crowdsourcing design and how it’s bad for everyone involved save the website running the thing. Here are two articles about it I recommend:
At the end Amy talks about the benefits of hiring a designer. Phew. Thank you Amy! The Pinterest board is a really good suggestion. Photos are key in communicating that.
Short chime in here. In addition to owning Float Therapy in CA we also own King Clothing for about 10 years in August we are a screen print/ embroidery shop and we speak “vector” 🙂 Sooooo many people come in with their awesome logo they just designed and now want it on t-shirts etc. The only problem is it’s about 15 colors and they only want 12 shirts ha! There are ways around this with the advancement of DTG in our industry these days. But still it’s not rock solid when producing on dark garments, and the wear and tear vs screen printing……screen printing will always win. Embroidery you are a little better off as colors really do not matter as most machines have 16 colors I believe. But when it comes to all these fancy fades in logos, you just can’t get the same look with thread. So you really have to be thinking about all of this before you choose a logo. Yes your logo may look awesome but from a branding point can it transfer to everything you can think of without changing the look and feel of it? I can go on and on but i’ll leave it at that 🙂 Love you guys and love the podcast….Zak -Float Therapy