Everyone has a nephew with a copy of Photoshop these days. Why is it important for a company to spend what may seem like a good amount of money in a professional graphic designer when they could have it done cheaper, or even for free?

Having a copy of Photoshop doesn't necessarily translate into having an educational background in graphic design, an understanding of basic design principles, knowledge of typography and the printing process, advertising and marketing experience, a strong portfolio of past work, and a bank of satisfied previous and current clients willing to be references.

Just as having Microsoft Word on one’s computer system does not make an individual a skilled writer, the nephew with a copy of Photoshop most likely will not know how to use that tool effectively to produce the specific end product needed by a potential client. Quite often the company trying to commission a packaged business identity as cheap as possible will get exactly what they have paid for as a result. I know this to be true because, many times over the years, we have been hired to redesign, or recreate, the work of that “nephew.”

The identity, advertising, marketing and branding elements required by a business are an investment in that company’s public persona and future success. we're always amazed when a start-up business comes to us with a logo design project just a few weeks before the launch of the business. Often, no thought has been given to the public image of the business through sometimes years of planning – and then there is no budget to produce the business identity.

The initial cost for identity, branding or marketing materials should be viewed like any other capital expenditure for a business. A well-executed logo should have a life expectancy of a decade or more.