How Free Logo Websites Can Hurt Rather Than Help
So, you’ve just started a new nonprofit organization, and you’re thinking about your brand for the first time. Maybe you have a limited, or zero, budget – so you google “free logo design,” “logo generator,” “cheap logo designers,” or something similar.
It won’t be hard to find results – tons of websites claim to offer logos for free, or crowdsourced logo designs from professionals. Sounds great right?
Unfortunately, getting a logo from one of those sites will likely come back to bite you, and potentially cost more in the long run than just doing it right from the start.
(If you think we’re trying to scare you into buying a logo package, this is a reminder that all of our services are pro-bono for animal advocates and we’re very much trying to help you, not profit from you!)
What are these websites?
There are several low-cost or even free logo websites, and we strongly recommend against using them. Here are the two most common kinds they can fall into:
Crowdsourced, or “competition” sites – these sites allow clients to post a logo design prompt, and allow several designers to submit designs. Clients receive designs, choose one, and the chosen logo designer receives the (low) payment. The other designers do not get paid.
Stock logo makers – these sites have libraries of stock logos to choose from, you enter your organization name into the text box, and the logo is done.
There are a number of major issues with these, and we’ve broken them down into a few categories:
1. Copyright Infringement & Ownership
The biggest danger involved with low-cost and crowdsourced logo design websites is the potential for legal problems. The truth of the matter is that you have no idea where that design came from, or who the original owner is – just because you’re using it, doesn’t mean you own it.
Crowdsourced, or “competition” sites – Because the vast majority of designers in these competitions aren’t getting paid, they are incentivised to submit as many logo designs as possible to increase their chances of being chosen. This often results in designers copying logos from elsewhere on the internet, making some small changes, and submitting them quickly to you. It’s very common for the logo designs to be stolen, and no way for you to know about it.
Stock logo makers – Since anyone can go to these sites and browse the library of logo options, pick one, and make it their logo, it means that anyone else can have the same logo as you. These sites also say this in their not-so-fine print – you do not own this logo.
Imagine the horror of finding out that an animal sanctuary’s logo (featuring a cow) is actually a rip-off of a logo for a dairy farm, and then the dairy farm sues the sanctuary for copyright infringement. The financial and logistical pain of having to take down all of the digital, print, and promo materials where that logo is featured, plus the legal costs, would be terrible – and way more expensive than hiring a quality designer from the start.
2. Ethical Issues
It’s easy to forget that there’s someone behind each design on these websites – and it’s important to know that exploiting designers for their labor is not kind.
Crowdsourced, or “competition” sites – Designers who submit logo designs to these sites are desperately trying to make a living. If they aren’t stealing designs (as described above), that means they are absolutely churning out logo designs every day, trying to cobble together enough “wins” to make a day’s living. As mentioned, the majority of their work goes completely unpaid, which is a shame, because even unchosen logos provide value for the client (free labor). These unchosen “drafts” are just as much a part of the process as the final design.
Stock logo makers – These stock sites buy the designs from designers and illustrators, but those professionals are only making pennies off of each “sale” that the website makes.
Instead of feeding this machine that chews up designers and leaves them unpaid, look for free volunteer services to support your nonprofit, or fairly pay a professional designer to work directly with you. Volunteers have consented to work for free because they believe in your cause and want to contribute something of value to further the movement, which is very different from the exploitation described above.
3. Low quality design = Opportunity cost
As you can probably already tell, the above situations result in poor quality designs. In this post, we make the case for why high quality branding is so important. When you launch your brand using a low-quality mark, you are potentially missing out on all of those benefits.
Or worse – if you have already launched and have to recall the branding due to ethical or legal issues, the trust you’ve built with your audience could be damaged.
Crowdsourced, or “competition” sites – Since the designers are churning out these logos quickly, they are not likely to take the time to consider your brand goals, personality, and everything else that goes into a high quality brand. They are likely to just give you what you asked for, rather than provide professional guidance (which is a large part of a designer’s job).
Stock logo makers – Since in this case, you are on your own choosing from a library of options, there is no designer to guide your decision making. This can result in a final logo that doesn’t communicate what you think it does, and doesn’t align with your goals.
In both cases, you won’t have a brand kit at the end, or possibly even a vector version of your logo. To get an idea of what’s supposed to be included in a professional brand package, read this.
Instead of getting something quick or templated, set your brand up for success by having a professional designer create something custom for you. Whether that’s a professional freelancer, our pro-bono services, or a volunteer, you will not regret getting your organization started on the right foot!
