We started logologo.com as an experiment. Free template logos with no catch. Three years and many thousands of downloads later we felt it was time to expand the site by adding a custom logos option for those who prefer having a bespoke logo created by an experienced team. If a custom design floats your boat, the speed, quality and level of service here is second to none.
When I started LogoGround as an open logo selling platform, I estimated that we would be approving around half of the logos submitted by designers. In the four years since then, we have approved less than 10% of logos submitted by designers. The vast majority of designers have no logos approved. Not one. Of the designers who have at least one logo approved, 1% have more than 100 logos approved – which is where we estimate a designer can just barely survive on logo sales alone – depending of course on their geographic location. So it’s a ratio of roughly one success story for every one thousand people who try their hand at selling logos, or 0.1%.
Good designers are rare and valuable.
Increases in the quality of design software and in computer literacy have converged to tear the world of logo design wide open. Anyone with a computer and a hint of artistic ability can (attempt to) piece a logo together.
The impact on the industry is two-fold:
One: An increase in the number of bad designs masquerading as logos. Logo design is in the same boat as publishing. Not so long ago only gifted writers had a hope of getting anything published. Now you need only an Internet connection. Writing ability not required. Logo design used to require massive technical proficiency coupled with a work-generating network. Now we find ourselves competing with school kids who run “logo design web sites”.
Two: The easier logo design becomes – or seems to become – the lower the incentive to pay for it.
An increasing number of providers competing for a shrinking market.
Or so it seems.
The truth is that the number of professional logo designers have not increased dramatically, despite the massive increase in the number of people who attempt to gain entry into logo design. The number of professional logo designers will continue to grow naturally. The percentage of professional logo designers relative to all logo designers will drop as a result of an influx of aspiring designers. Clients will have an increasingly difficult task finding professionals, with “filtering” sites like LogoGround becoming increasingly important and necessary to connect serious designers with serious logo shoppers.
Stop worrying about competing with millions of logo designers. Focus on quality. The top 0.1% of pre-designed logo sellers are making good money.
We’ve been working hard to promote LogoGround.com. If you don’t know yet, it is a platform where anyone can upload pre-designed logos for sale and keep 100% of the profit from their sales. Clients receive exclusive, once-off logos with customization thrown in.
The main difference between LogoGround and similar platforms is our focus on quality. Each logo is individually reviewed before being accepted into the LogoGround collection.
We recently tried a restructuring of some of the content which unfortunately resulted in a sharp decrease in traffic to the site, but I’m happy to report that we are back with a vengeance: Sales growing at a rate of 200% per month, smashing previous records.
We’ve recently added a Twitter account (twitter.com/LogoGround). Follow us and sign up at LogoGround to sell your logos. We can’t guarantee that your logos will be accepted, but if they are accepted there simply is no better place on the Net to sell them!
Change is good, but a logo change can be tremendously damaging to your business.
Why do you want to change your logo?
Stupid reasons to change a logo:
1. The boss does not like the current logo.
A logo that the boss likes is a bonus, but personal taste has no place in logo design.
2. Slow sales. Perhaps a new logo will bring the spark back.
It’s unlikely that your current logo is the cause. Find and address the real cause of the problem.
3. We are trying to keep up with logo design trends.
Do your customers care about logo design trends?
4. We added a new product/service and want the logo to show that.
A logo is not an illustration of all the things you do. It is a visual, shorthand company signature.
Good reasons to change a logo:
1. The current logo no longer reflects who we are.
Our values, purpose, mission or focus has changed to the extent that we are not the same company we were when the current logo was created.
2. The current logo is not compatible with new media.
Back in the 80’s the logo looked good on our letterhead, but it just does not work on our web sites/apps.
3. The current logo is terrible.
We’ve been successful in spite of our home-made logo, not because of it.
Having established that you need a new logo, here is a short checklist for getting it done:
1. Get it done professionally. Getting your assistant’s cousin to do it is not good enough. She might know her way around Adobe Illustrator, but that is not the same as understanding what makes a good logo, what colors/fonts would be both appropriate and practical, what works in print and what doesn’t etc.
2. What do people think about your current logo? What do they like about it and what don’t they like? Can this logo revamp be pulled off without alienating people who love the brand?
3. Truly understand what the core value/idea/thing is that you want the new logo to communicate.
4. Communicate. Make a big deal out of the logo revamp in print media and social media, explain why it was necessary, make sure your loyal supporters meet the new logo as soon as possible.
5. Phase out the old logo. Old logos have a way of hanging around. Make sure every admin clerk has access to the new logo and branded material so that there is no excuse for using a business card or letterhead featuring the old logo. Transitioning in phases might be good, but there should be a deadline.
You are not responsible only for the bad things you do, but also for every bad thing that you, within reason, could have prevented.
Yes, this is a sermon.
A short one.
The “within reason” part offers a comfortable escape clause. We are quick to tell ourselves that we can’t help everyone. That each one of us is ultimately responsible for him or herself.
Can you be held accountable for people starving in Africa? Of course you can. Whether that’s reasonable or not is your call.
When a business starts to make money, the temptation is to expand, expand, expand. Before you do, take a moment to identify exactly what it is that works. If it is your personal, friendly service and attention to detail, scaling it will be a challenge. Can be done, but it might be better to keep it small and charge more.
Marketing is creating a buzz – and in our connected world where customers can find each other and recommendations can reach millions, creating a buzz is becoming more and more linked to creating a fantastic product or service.
Advertising is marketing that you pay for, the fallback for marketers who are stuck promoting something that isn’t quite buzz-worthy.
I could not give you all of the blocks – some of them only you can find – but one of the building blocks that I think is essential is also deceptively simple: Ignore the money.
It is easy and fun to focus on how much cash this new venture will make. And how it will make it. We spend a lot of time building beautiful pathways to our order forms. Pathways that few people travel down.
Much better to leave money out of your thinking and your planning. Focus on building something that is insanely useful. Only that. Let the number of people it touches be your measure of success. You really, honestly have to flip this switch in your thinking. The money switch in the “off” position. It was for Google for many years before they flipped it to “on”. Same with Facebook and virtually every super brand on the Net.
And when you flip it to “on”, do it without hurting the core usefulness/value.