Every Logo Has Its Day

In the world of pre-designed logos I’m amazed to see how clients scroll past gems to purchase the ugliest logos.

Alright, “ugly” is subjective, but still, a client will scroll to some obscure corner of Biz-Logo and fall in love with a logo that some designer at Biz-Logo created 7 years back. It’s been sitting there on the site for 7 years. Seven years and never been sold! That alone tells you something about its appeal. Along comes Sally and she’s thrilled to find that logo, which is exactly what she’s been looking for.

I think it’s brilliant.

Sally obviously has unique taste. If not for a pre-designed logo that happens to hit the target, she would have had to pay several times as much and she would have struggled to convince a custom logo designer to create something as “different” as that pre-designed logo. Chances are that she would have to settle for something that’s less perfect, in her eyes. I’m thrilled that Sally is thrilled about a logo that nobody else likes.

There’s a client out there for every logo ever created.

It’s like an animal shelter, except the logos don’t age as fast as the dogs and the older dogs are just as cute (to some) as the puppies – and every logo finds a loving home eventually.

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It’s OK

It’s OK if not everyone appreciates your designs. If you are trying to please everyone then you’d probably have to produce something so generic that it no longer qualifies as design. By definition design is about appealing to people’s aesthetic sensibility, which is very much influenced by personal taste.

If everyone likes your work, you are not aiming high enough.

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Quality in Graphic Design

It’s hard to define.

It is not only about awards won.

It is not only about the number of clients.

It is not only about skill or experience.

It is about service more than anything else, in my opinion. About actually listening to the client and delivering what she needs, how she needs it – even if that does not win you any awards.

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Search Engine Marketing is Dead

Or at least dying.

In the early days of the Internet we produced crap and wrestled it to the top of the search engines.

No more.

Build it and they will come. If it’s worthy, the Internet will push it to the top. And they WILL come.

It’s a bright new day. Thanks to advances in search algorithms and social media we can now all get back to what we do well and stop worrying about how we will get it seen. I am done with “SEO”.

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Selling In A Saturated Market

The online logo design shopper has an immense pool of logo design web sites to choose from.

They are all pretty much the same. Small differences in the price maybe. This one might have a better guarantee and that one perhaps offers more revisions, but those are not the considerations that will make the logo design shopper choose one over the other.

When confronted with overwhelming choice, the shopper does one of two things:

1. She goes for the top. Whoever is #1 on Google for “logo design”.

2. She buys where she feels safe.

If you are going to compete for the #1 spot on Google for “logo design”, then good luck to you.

For the rest of us, making her feel safe is the only realistic option. It’s a different approach than selling to someone who desperately needs what you sell. She doesn’t. You need to win her trust. The best way to do that is to show her (not tell her) that others are buying from you and are happy with your work. On BizLogo I decided to do that right in the header. A big picture of a smiling lady and her testimonial. It’s a real testimonial (the only kind you should use!) and there is a link to countless more. In my own estimation, testimonials and referrals sell more logos for BizLogo than our low prices, guarantee or any other feature.

The catch is: You have to generate testimonials by over-delivering. If the client only receives what she expects to receive, then testimonials will be hard to come by.

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Are You A Replaceable Designer?

Will the company you work for miss you when you move on?

You might think that you are a valuable designer because you get through all your work every day, produce good designs and always deliver on time.

The questions is, are you the only designer that can get through that much work a day, produce good designs and always deliver on time?

In today’s economy there is probably someone who can do what you do and who will do it for a smaller salary.

To be a irreplaceable, you need to be more than a good designer. You need to find ways to add value. Become THE BEST at something and apply that knowledge to benefit the company.

The same applies to freelancers. Give your clients a reason to come back. If you do only what is expected, you are not doing enough. If the quality of your work is acceptable, it is time to start aiming higher.

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Starting A Logo Design Site?

By now the industry is just about saturated. There are thousands of logo design web sites on the Net, all offering virtually the same thing.

Some of them have an established client base.

Some make very little money indeed.

We welcome the competition, but what is it that you will be doing differently?

When I started BizLogo there were probably 4 or 5 serious players in online logo design. I took stock of what they did and found ways in which I could offer more for less.

I am baffled by the number of logo design sites that are still popping up everywhere, all saying and selling the same thing.

I feel sorry for them. I page through their web sites and see serious time invested there. Someone missed out on family time putting the web site together. That would be fine if he/she could make money with it, but there’s just no way. There is nothing new there. It’s just another logo design site.

Why?

Online logo design is not a cash cow. You still need to think, invent and plan to be successful.

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What Are You Aiming For?

What is the end goal?

Where do you want to be 10 years from now.

We are not good at planning. Designers I mean. We live in the now. That’s good, but why are you here? Why are you designing.

I hope it’s more than money.

What am I saying… it can’t be money. Designers get paid peanuts.

So why then?

I hope that you are not here simply because you “have to be somewhere”.

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Dear Client

Dear Client,

1. Please understand that we cannot work for the promise of later remuneration. The fact that you have four companies that all need new web sites is great, but that does not enable me to give you 75% off on your logo design project.  Most designers are happy to offer volume discounts, but let’s complete a couple of projects first.

2. Please understand that we need design input. It’s not that we are lazy. If you want a mascot, we’d need to know what type of mascot would work for you. Age? Gender? Pose? Expression? Human or animal? If you are happy to leave it all up to us, then be happy with what we come up with.

3. We do not always follow client instructions. Our job is to find creative solutions to design problems. We have to translate your instructions into a workable design.

4. We try hard to treat you like you are our only client, but you are not. We have a schedule to stick to. Other clients may be ahead of you in the queue. A quick change to a design can take only 10 minutes, but if you’re at the back of the queue it is going to take longer.

5. There is no good or bad in graphic design, only subjective opinions. Your feedback should be more constructive than simply “I like it” or “I don’t like it”.

6. Designers will go above and beyond for clients they like. It’s just how it is – and it is as simple as being friendly. We all have clients who shout and who demand and who threaten. We try hard to treat them well, but it is tempting to say “screw that” and to do only the minimum to get them out of our hair. If you want spectacular results in less time, be nice.

7. “I’ll know it when I see it” (IKIWISI) does not count as feedback.

8. If you needed it yesterday, you should have ordered it last week.

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Thanks for reading!

If you can expand on this list, please do so in the comments.

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