A puzzling $2 million financing round gives LogoGarden.com strong capital to compete against more popular DIY logo services such as LogoMaker, LogoSnap, and LogoYes. The investment, announced today by LogoGarden, comes from FCA Venture Partners V, the firm’s fifth fund, which is focused on healthcare and digital media companies.
According to Matt King of FCA Venture Partners, “LogoGarden has a unique digital offering. It can scale up without building a large staff. It enables efficient sales growth with low operational costs — this is very attractive from an investment standpoint.”
This goes to show that DIY logo solutions are increasingly popular, despite their obvious drawbacks. DIY software may be cheap, but without proper market research, and custom logotypes, the branding message may fail. DIY logo makers count on clip-art, that may be widely in use by other businesses – meaning that logos such created may not be unique enough to become a recognized symbol of the brand; and the list of cons could go on.
But LogoGarden counts heavily on the pros: DIY logos are cheap, fast, and can be designed by anyone, with or without design experience. Alternatively, customers who don’t want to risk a DIY approach, may opt for LogoGarden’s paid services, which start as low as $289 for three original logos, delivered within three days. But even so, the investment by FCA Venture Partners is still puzzling, in a day and age when popular services like LogoWorks are shot down. Considering LogoGarden’s strong competitors, one wonders whether FCA Venture Partners rushed in what may turn to be a losing proposition.
The question, what is LogoGarden planning with $2 million, becomes imperative. Investing in PR? Redesigning its DIY logo maker, which, by comparison to competitors, is rather mediocre? Investing in a range of other services for businesses? Currently, LogoGarden.com offers custom design services including logos, brochures, postcards and other print materials, plus search engine optimization (SEO) and social media marketing. $2 million may go a long way, offering solid foundation for innovation. But LogoGarden will have to come up with something ground breaking to compete against companies aforementioned.