Jacob Cass has a nice list of things to avoid when seeking a logo design: How NOT to Design a Logo. Things like logo design contests -- a topic that generated a bit of debate several months ago when I quoted someone on who sees logo design contests as a good thing. What do you think of Jacob's list? (Check out the "Getting A Design Without Feedback" examples. Ooo. A very important don't.)
In reading through the comments generated by Cass' article I found "2 reasons why clients will always expect to pay R99 for a logo" which is about how most clients don't fully appreciate or understand what goes into a professional logo design and why they think professional designers charge too much. The author raises the question of whether or not designers should try to educate clients about the value of what a designer really does.
More Logo Design discussions:
Thanks for linking to my article!
The article makes good points. But it also shows very well why some people go to the cookie-cutter logo factories or resort to contests.
He says, “Professional logo designers have a strict logo design process that can take weeks or in some cases months to complete a logo.”
In my opinion, a professional who takes months to design a logo is not a professional. A client reading that would most likely avoid all “professionals” and go to one of those logo “factories” or resort to a contest.
He makes valid points about not using stock imagery, and about how using premade logos will land you a copy of someone else’s logo. He makes a very good point of how designing logos requires study and so on. But I believe that instead of showing how a professional can tackle that better than an automated logo store, he’s showing how bad the service of a professional can be.
There are clients who can spend more on a logo, and it’s only right that a designer puts a lot more resources to create one. And yes a logo should have more thinking behind it than possibly other types of design work, because it’s the biggest part of a company’s brand.
However the market is evolving and we need to be able to provide different types of results, depending on what the client asks or can afford.
After all, if a client has a low budget, we might print a black and white flyer. Yes, a colour flyer might be better, but if the budget doesn’t allow it, we don’t do it in colour right? It’s the same for logos. If the budget doesn’t allow a whole lot of research, then don’t do it. Or get another client if this one doesn’t satisfy your creative juices.
Saying “I only give you one type of result and if you don’t follow that you are wrong” to your clients will not educate them on the value of your design. They will just go to who gives them what they want.
If you are not paid enough for your time, then do something that is equal to what you have been paid for. Of course try to educate your client so he understands how much work goes behind a logo. Try to make them understand that logos aren’t just pretty pictures. But if we just keep not recognizing that there’s a type of market that goes beyond the big companies who have the money, well, we won’t get that market, the contests will. We will just favour them by closing our eyes.
Designers’ work is valuable. But stating that it takes you months to do it means taking value off your work.
People in other fields go to private companies instead of a national service to get a faster and higher quality service… and we are telling our clients that going to a professional will get them a much slower service. Something’s wrong there.
Days, yes. A lot of brainstorming and research, yes. A mind that helps the client get the best for their business, yes. That’s what we should be pushing. Now, if I was a client, I’d be willing to pay more for that. But if you tell me I am going to get my stuff next September, I am going to someone else. Unless I am doing a big campaign, but then you are looking at creating more than a logo. Then months are justified.
I did read that and thought there were a lot of good ideas. It makes a lot of sense and sometimes people should leave logo designing to professionals. Thanks for bringing light to it.
Great article! There are some good valid points. Interesting stuff.
It is a great article. There are some good strong points. Interesting stuff!!!
Sorry, this article sounds like the whining we once heard about offshoring production of books. It is the way of the world.
I participate in a logo design contest. What I find is that most of the clients write a brief that has nothing to do with the what they end up with. Most say they want an original logo, but in the end they choose some version of a shiny blue/grey ball, with a swoosh/satellite that may turn into an arrow, and a shadow spot underneath.
Unless they want a leaf.
I do logos this way because I have a full time job, and this is just fun, plus I win some money once in a while.
The thing is, branding doesn’t work, according to Doug Rushkoff, and he should know. So all those months of “thinking” about logos are a waste of time.
Really, I once temped for a very successful sunglass imports firm, which had three different logos amid their various documents. They were making money hand over foot. Yet no branding. No consistency of design.
Look at the most recognized brands, and how many use more than one color, a pleasant font, and maybe a 2-D icon?
Okay, lots of venting. There are lots of opportunities for designers, especially in magazines, print ads, packaging, etc. This is where your training will excel. Forget logos, or go with the flow.