Is One Logo Really Enough?

If you’re a new business owner, chances are you’ve thought, “I just need a logo, right?” After all, it’s the visual mark of your brand, the thing people will recognize and associate with your business. But here’s the reality—having just one logo file isn’t enough to support your brand long-term.

What Exactly is a Visual Identity?

A visual identity is a system of design elements that work together to create a unified and recognizable brand image. While a logo is a key part of this system, it’s just one piece of the puzzle.

If you’ve ever spent hours wrestling with Canva templates or tweaking a DIY logo, you might have asked yourself: Is it really worth it to hire a graphic designer?

It’s a fair question! As a small business owner, you have to make smart investments, and design might seem like one of those things you can handle yourself. But before you dive headfirst into another round of “does this font feel right?” let’s talk about why hiring a designer might be one of the best business decisions you’ll make.

Picking the right logo designer can feel overwhelming. There’s a huge price range, from $50 Fiverr logos to high-end agency work that costs thousands. But here’s the thing: a cheap logo can end up costing you way more in the long run. A weak design can make your brand look unprofessional, confuse your audience, or worse—force you to rebrand later, which is a whole other headache (and expense).

So, how do you choose the right designer? Here’s what to consider before making your decision.

The other day, I was chatting with a business director about hiring for marketing roles, and we got onto an all-too-common topic - job descriptions that expect one person to be both a marketing professional and a skilled graphic designer.

It’s something I see all the time.

Businesses post a job for a marketing assistant but also expect them to design branding, create polished marketing materials, and even handle website visuals. While there are some crossovers, marketing and graphic design are two very different skill sets, and expecting one person to do both at a high level can lead to missed opportunities for your brand.

Having studied both graphic design and marketing, I understand the overlap, but I also recognise the importance of playing to your strengths. If your business is serious about branding and marketing, investing in the right expertise will pay off in the long run.

Let’s be real: this is a fear I completely understand, and trust me - it’s as much of a nightmare for me as it is for you.

But here’s the thing: I’ve learned that this scenario is rare when there’s a clear and thoughtful process in place. That’s why I’ve developed a structured process that acts as a safety net for both of us. This approach ensures you’re happy with the direction and have a clear understanding of what’s ahead, while also protecting me from endless revisions and scope creep. But it wasn’t always the way…

When I first started out, I made the mistake of jumping into projects without a solid plan or direction. It didn’t take long to realise that this led to confusion, mismatched expectations, and extra work. These days, I approach every project with structure and clarity so that there are no surprises for either of us.

Sorry but, your logo is not your brand. Hate to break it to you when you thought you had it all sorted.

I recently had a chat with a client I’ve worked with on several projects. She’s collaborating with another agency to refresh the visual identity of one of her brands and reached out for my thoughts on where the logo development was heading.

Of course, I was more than happy to take a look! She mentioned she wasn’t completely sold on the logo. As we dug deeper, it became clear she was trying to pack an entire brand into just one element – the logo.

Ever designed something that looked amazing on your screen, only to have it print out looking dull, muted, or completely off? It’s a frustrating experience, but there’s a reason for it—and a solution to fix it. Let’s dive into why this happens and how understanding colour systems can make a world of difference in your designs.

When people hear "highly sensitive person" (HSP), they often picture someone who's hard to give feedback to or requires others to tread carefully around them. But being highly sensitive isn’t about weakness. It’s about experiencing the world with extraordinary depth, empathy, and awareness, a trait I’ve come to value deeply in both life and business.

Designing your own marketing materials? DIY design can be a great way to save money and take control of your brand’s visuals. But let’s face it—without some basic design knowledge, it’s easy to make mistakes that can hold your graphics back from looking polished and professional.

Here’s a rundown of the most common DIY design pitfalls I’ve seen, and more importantly, how you can fix them.

Link Transport initially thought they had saved money by outsourcing their logo design. But when it came time to put their brand to use, they discovered the limitations of their cheap logo. Not only was it difficult to resize without losing quality, but it was also virtually invisible on dark backgrounds. This was a major problem for a transport company with dark uniforms!