Clay: Hello everyone, I’m Clay Collins…
James: I’m James Lepine.
Clay: and in this episode of the Marketing Show, we’re going to talk about how to end your BS, prima donna, logo drama and create a logo in about – what – 5 seconds?
Clay: About 5 seconds. That’s what you have to look forward to in this episode of the Marketing Show.
So in just a second, we’re going to show you some of the most authoritative and easy-to-create logos on the internet from huge companies that you’ve heard of before, but before we do that, we just want to give a quick shout-out to everyone who participated in the comments of the previous episode of the Marketing Show, so thanks to everyone.
James: Ladies and gentlemen, it’s that time of week, oh yes, it’s time for the Marketing Show shout-outs. First off this week, we have Jaxi West. Let’s hear it for Lauchlan Mackinnon. Up next, we have Michael Hardenbrook. Looking good, nice shades Michael. Up next, it’s John Smith. Next, we have Shelley Berger Phillips. Hello Shelley, I like the purple. And finally, Tom Shivers.
And that will do it for this week’s edition of the Marketing Show Shout-outs. If you’d like to see your name and picture appear on this section of next week’s episode, you know what to do. Leave a smart insightful comment below and contribute to the conversation. If you do that, you will be considered for next week’s edition of the Marketing Show Shout-out.
Clay: So James, what are we going to talk about today?
James: Yeah, so today, we are going to talk about logo drama, and here’s kind of the situation with logo drama. So many folks are spending too much money, too much time…
Clay: Preach it, brother.
James: …and too much effort on their logos, instead of doing actual work that brings in actual money because you’re obsessing over this.
Clay: That’s right. A lot of people are delaying working on their product, working on their website, doing important things in their business because they’re asking a million people about logos. They’re going back and forth with their designers. They’re spending like cold hard cash doing a bunch of BS, and that energy should be focused on changing the world, making new product, making great marketing.
James: Yup, so that all ends today, and we’re going to show you exactly how.
Clay: We’re going to shut that — down. Matt, can you edit up the cursing?
Examples Of Best Fonts For How To Make Logos
So first off, here’s how to make a logo. Okay, step one, okay, go to a word processor. Step two, find the most boring font you can think of, and step three, type in the name of your brand. Done.
Clay: Cool. We’re going to actually show you how to create a logo in about 5 seconds at the end of this.
Clay: So we promised we were going to show you some of the famous and authoritative logos on the internet, so let’s start out with New York Times.
James: Yeah, pretty well known paper I would say.
Clay: Right. Do you see a symbol here?
James: I don’t actually. I see a font.
Clay: Yeah, I see a font too.
Clay: You know what? They probably have this trademarked, but I guarantee you that you could find – I’m not saying you could rip off the New York Times or add some like fake calligraphy fonts, but you can find fonts like this in a – You know, fonts that are much more suitable to your brand in any distribution of, you know, a popular operating system. So your computer right now has a font that’s going to be just fine.
But let’s cruise for a second, right, because I just want to note something. What is this site James?
James: This is crowdSPRING. This is where people go to get logos done.
Clay: Yeah. So as you can see here, this is the world’s number one marketplace for logos in graphic design, and their logo is a font, okay. A font. So I think that’s telling what is one of the – Probably the second most famous and well-used logo design community is on the internet has a logo that’s a font? Let’s keep on cruising because a lot of times, when I point this out, people say, “You know, this only works for like authoritative news organizations…
Clay: …professional blogs. This doesn’t actually work for software service, or products, things like that. What do we have here? This is the Facebook logo, and the Facebook logo is…
James: A font.
Clay: You guessed it.
Clay: It’s font.
Clay: I think I see a trend here. Okay, so right about this time, you know, we usually get someone who goes to comments and says something like well, I can think of a company at some point that is incredibly successful that has a logo that is not a font that is in fact, a symbol, right. So Apple comes to mind. So just hear me on this. We are not saying in any sense, you know, any way, shape, or form that you cannot be successful having a logo…
Clay: …that is a symbol.
Clay: All we’re saying is that you can get this done very quickly if your logo is just a font. Initially, you know, when you’re making 7, 8, 9 figures, then go spend a lot of money on fancy logo. Just keep on cruising here, right?
So examples of products: DIY themes. Okay, it’s not a font. It’s two fonts
James: Yeah, and one’s a thicker version of the second one.
James: I mean it didn’t take them long to figure this one out.
Clay: This is not hard to do people. You know, you can figure this out in a weekend. It’s just screwing around on like paint.
James: On pages or word or paint or anything, yeah.
Clay: You can do this in Word Processor. Let’s keep on going. Google. Okay, all right, it’s a font.
James: Google? What’s Google? Oh yeah, Google, right.
Clay: You’ve heard of…
James: I think I have heard of Google. Okay, yeah.
Clay: Yeah. I mean they’re one of this like fancy internet companies.
James: Oh yeah, yeah, yeah, cool.
Clay: Okay, so this again is a font. Now granted, they went into the color picker, and they labeled each letter a different color…
Clay: …which takes a lot of hard work.
James: It totally does.
Clay: I mean we should probably teach a thousand dollar class on how to do that, right?
James: Just the blues and the reds, and yeah.
Clay: This is fancy, fancy designing guys. Let’s go on to another authoritative source. Copy blogger. A lot of us have heard of copy blogger. I’m a fan of copy blogger.
James: Me too.
Clay: Brian Clark does some great work over there…
Clay: …and Sony Simone and the whole team, John Marrow. Good people. So again, you know, the background has something going on here, but it’s again a font, and it’s a pretty basic font. I don’t know what font this is, but you know, I guarantee you, and maybe I’m wrong, but I could probably find something like this in about 30 seconds on my computer.
Clay: You know, it’s not very hard to do, you know, if they didn’t screw around on the font thing. So…
James: Because they focus on their content. They’re creating good content.
Clay: Exactly. Like here’s the thing. Nobody makes a purchasing decision based on like your logo. Have you ever been like that is such a good logo, having to buy this?
James: I have to have this product.
Clay: I have to have this, or the opposite of that. This logo sucks and even though I really, really want it, you know…
James: That logo didn’t cut it.
Clay: …it’s just a font.
Clay: Like why would I – Yeah, okay. Maybe it’s because, you know, people with awesome products are spending their time on like, you know, making the product. Let’s go on. Time Magazine.
Clay: You heard of that one?
James: I think I have, yeah.
Clay: Okay. Time Magazine also. So – I mean this really gets back to something kind of interesting, right, like so – Here, let’s – We’re going to jump to Ramit Sethi’s blog, but like, you know, like this things in – Like do you see where like people kind of brag about where they’ve been featured? Almost all of those, when you see those, are just fonts, like no one’s proud of being, generally speaking, of being in a publication that has a fancy logo, and I think that’s because authoritative sources generally just don’t screw around with it.
So okay, New York Times, Wall Street journal, also a font; Fortune, just a font.
Clay: All caps though. They went all out on that one.
James: Wow. Yeah, they had the cap…
Clay: They had to hit the caps lock.
James: And you can see even Ramit is just using the font again, so…
Clay: Right, which is exactly what we were getting to. Ramit is using a font, and look, here’s the hello bar. That’s not even – I mean it’s a font. It’s just one letter, you know. So let’s keep on cruising, right. Inc. Magazine. This one was hard to create.
James: Capital letter, a period. I mean wow.
Clay: Right, right, right. Anyway, and so we’ve got Ramit at – So even bloggers are doing this. This is what I’m saying. And my friend, Derek Halpern, this is like what? Is this like Helvetica? Social triggers?
Clay: What do you think this is? How much time do you think you spent? Derek, if you’re watching this, leave a comment below and let me know how long you spent typing this, okay. I really want to know. I really want to know. Obviously, like you know, dude’s paying attention to content, paying attention to his products, not going — about his logo.
So continuing our request to beat this dead horse into the ground…
James: The logo drama, yeah.
Clay: …maybe cut it into multiple pieces, let’s go over like five reasons why you should just quit your logo drama, your BS logo drama, and you know, just get this over with really quickly with the Word Processor. So reason number one James, what is it?
James: Super authoritative brands have fonts as logos. So – I mean we’ve already kind of shown this to you on the sites. The Wall Street, Journal, New York Times, Fortune. They’re all using fonts.
Clay: Google, Facebook, DIY themes, stuff like that, copy blogger.
James: Okay, so reason number two…
Clay: Reason number two is that folks know that they are in a commercial situation and that they’re about to be sold to when they see a fancy logo, like when you see a logo that’s complete art work, you know, they’re going to be asking for your credit card number, right?
James: Yup, yup.
Clay: And you know, the fact is that almost everyone is going to be asking for your credit card number, but it looks a lot more like non-commercial when there isn’t some big fancy piece of artwork logo.
James: Uh-huh, totally. More trustworthy.
Clay: Reason number three, what is it?
James: You should be spending your time on creating awesome marketing campaigns and awesome products, not on designing logos.
Clay: Yeah. It can be a potential endless energy drain.
James: Okay, reason number four.
Clay: Your fancy logo should not have to compensate for a stupid product or a stupid marketing campaign.
James: And you’re probably tricking yourself into thinking that once you get that perfect logo, everything is just going to start magically selling.
Clay: Right, right. And the truth is most people are scared to death of creating marketing and they’re feeling really anxious about creating their product, so they divert all that energy into creating their logo as a form of procrastination under the blue. If I – Man, if I just nailed this thing, everything is going to fall into place. People are going to be flocking to me. They’re going to be like look at that logo. I just can’t keep my wallet out of my pocket.
So what should we do now James?
James: Now let’s deliver on our promise and show folks how to choose their very own font.
Clay: Totally. Okay, so I live in Minnesota, and so let’s say I want to start like a start-up incubator called the Minnesota Tech Foundry, so I’m going to go Minnesota Tech Foundry. Bam. Done.
James: Five seconds.
Clay: Okay, but like let’s pretend we don’t like so much.
James: Okay, all right.
Clay: We’re just going to like cruise along, you know, like how about this? Minnesota Tech – Ooh, that looks mysteriously like the copyblogger…
James: It does.
Clay: Let’s just keep on going. Let’s just keep on going. Let’s just go…
James: Not comic sans.
Clay: …and not comic sans.
James: No, it can’t do that.
Clay: Okay, that’s our number one tip is don’t use comic sans.
James: Don’t use comic sans.
Clay: Okay, Minnesota Tech Foundry.
James: There you go.
Clay: That looks like the one that Derek Halpern is using a little bit.
James: Kind of does, yeah.
Clay: It probably isn’t, but it looks mysteriously close. All we’re saying here is this doesn’t have to be – Let’s just do the tech – Ooh, here’s another one, Minnesota Tech Foundry. That looks pretty official. But you know, we can always do stuff like, you know, let’s get super fancy, and you know, let’s use this – Baghdad thing and let’s make it – Oh, we can’t make it bold.
Well anyway, you get the point. This is not difficult to do folks. You can do it in a very short period of time. Anyway, that’s what we got for today.
James: So thanks so much for watching this episode of the Marketing Show. If you feel like you learned, or you know, gained some knowledge or benefited from it, we would be incredibly grateful if you can share it on Twitter or on Facebook, let your friends know about it, and let them know about what we’re all doing here together.
Clay: Anyway, I’m Clay Collins.
James: I’m James Lepine.
Clay: And we are representing entrepreneurs on the journey, getting your back on all things marketing. We’ll see you next time.
James: Keep working hard.