“Off-the-shelf” logos

Your Name HereThe recent concept of prêt-à-porter or “shelf” logos involves the online offering of pre-designed corporate logos with exclusive ownership (i.e., the logo design may not be resold). A few companies have cloned the online business model, but the geniuses at South Africa-based LogoAnts.com appear to have perfected it, offering clean, perhaps generic-looking logos for those with a small budget. The customer browses categories such as swoosh, Christian, building, 3D, etc., then adds its organization’s name to its choice. Clearly, target industries are small-time entrepreneurs, startups, builders, and churches. Despite claims made to the contrary by the manufacturer, most of these logos are forgettable. But it’s hard to fault business owners wanting to explore these options, as the prices are astonishingly low (shelf logos start at $99!).

Pundits will argue that one’s logo should be a unique symbol of the brand and the people behind it, and working one-on-one with a graphic designer is the only way to achieve superior results. Indeed, some sites do offer graphic design consultation, and LogoAnts.com offers custom logo design services from $179. Professional graphic design firms specializing in corporate branding should prepare to lose a share of its smaller clients tempted by these budget services. And maybe, it will spur professional designers to produce stronger creativity (and avoid clichés).

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