A few weeks ago, acclaimed website builder Squarespace released a new tool that enables users to create a hi-res mark for their company by combining an icon from a large online library with open-source typography of their choosing for $10. The problem? They called it Squarespace Logo, a grave misnomer in my opinion.
Thoughtful logo design is so much more than just choosing a ready-made icon and pairing it with a trendy free font. It is the process of giving a company an identifiable face that cohesively links it to its brand. This requires intensive research, exploration, refinement, and a close working relationship between designer and client in order to uncover a truly successful mark.
A logo should be recognizable, unique, timeless, versatile, and properly in tune with the brand it represents. It utilizes appropriate color palettes, distinctive visual styles, and relevant typography to tell a compelling and cohesive story. Properly executed, a logo can help bring a company great success and recognition for years to come.
Does Squarespace Logo allow for the creation of an attractive company mark for cheap? Perhaps — but that mark won't have the punch and originality of a professionally designed logo.
I'm not condemning the tool itself. In fact, I encourage you to try it out for the header of your daily Tumblr about what you had for lunch the other day or use it for your grandmother's Hawaiian-themed 85th birthday party invitation.
After all, it's basically logo design at its core. But remember, it takes more than basic to truly define a brand.