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An Open Letter to the People Who Only Want a Logo

Dear aspiring entrepreneur,

I see you. You want your business to be seen as professional as the products or services you offer. Having a brand identity is the one thing that’s holding you back, and you’re feeling stuck because you don’t have the skills or time to design it for your business to thrive. You’ve seen countless brands showcasing their offerings online, in-store, tv commercials with only one logo, so you want to do the same. In reality, one primary logo is not going to work. Let me explain why.

Having one logo isn’t going to translate your overall brand. Brand designers like myself create visuals for our clients that tell unique and memorable stories for their businesses to connect with their ideal clients or customers. Having a set brand essence, you’ll be able to stand out from your competitors and be seen as an expert in your industry. With the power of a strong visual identity and messaging, your overall branding will be clear and concise with high-quality elements that convert that’ll allow you to achieve your business goals!

Having one logo isn’t going to fix the gaps and struggles of your business. Brand designers are here to help you gain knowledge and elevate your business’ branding to a new level. Before we start designing, we do brand strategy sessions as a standalone service or in a complete branding package to understand the why of a company and to be able to design and create a brand essence that supports your values and messaging. Your branding won’t be clear to your target market without a brand strategy session.

Before you even ask a brand designer to create one logo for you, ask yourself these three questions:

  1. What will brand designers think about this question?

  2. Will I be taken seriously if I only have one logo for my brand?

  3. Should I research what I need for my business to succeed?

Here’s my perspective on these questions. Honestly, I wouldn't say I like getting asked if I can only design one logo for you. It feels like you don’t take my work seriously because I specialize in strategy-driven identity design. Please research who can design one logo for you, but I do not recommend going to Fiverr or Etsy. They charge 5x cheaper than the average expert and won’t make you satisfied or look like a true professional in your industry. Canva is a huge no. It’s a waste of your precious time that you could be using to learn more about your business’ brand from a designer and see how you can show it off when it’s out in the world for everyone to see.

If you are willing to take the one logo route, go for it. I’m not forcing you not to, but I already explained what it means to have just a primary logo. But maybe you don’t want a complete brand identity yet, but you want something simple to kickstart your business. You can still take that one logo route, and I’d suggest going with a logo designer instead because they only specialize in designing one to maybe three logos for you to have. Find some logo designers on Instagram or Pinterest to see who can bring your ideas to life!

I hope this letter opens your eyes and helps you see what having one logo means. What matters most is how you make your target market feel when they read or see your brand. Be ready to work with a professional who knows how to help you stand out, making the entire design process go smoothly.

I wish you much success, aspiring entrepreneur! Good luck.

With gratitude,


P.S. If you are ready to invest in a complete brand identity to set you up for success, let me be your branding best friend, and I’ll be able to take your creative business to a new level. Go to my contact page to schedule your complimentary discovery call with me to see if we’re a great fit!




Meet arlina

Arlina helps creative businesses establish memorable customer experiences with confidence. She partners with them to set their brand stories apart from competitors using strategic solutions.


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