My goal is to get a great corporate-quality logo for $100 or less. I posted the project on vWorker (affiliate link) and picked a designer named Alex. His portfolio looked great and his bid was $85.
Alex let me know up front he’s into branding. One of the things a good designer does is ask a lot of questions about your business, your competition, your website and your color preferences. Alex asked them all and I was ready since I’ve overseen a lot of logo projects over the years.
On Saturday, Alex sent over a PDF with nine samples. It was really four different design concepts with a few variations of each. He told me his concept was an antenna with ideas swirling around it and, he also tried to feature the G in Gigtime. Here are a few from the first batch.
I thought 1a was interesting but it didn’t blow me away and I didn’t like the font.
The antenna idea intrigued me but the idea of turning it sideways to make it look like a G didn’t appeal to me. I liked this bolder font better except for the g’s which, to me, look like q’s. I also prefer to have the logo to the side rather than on top. That way, you can use a larger version on a business card and a website without taking up too much room. See how 1a and 1c accomplish more in less space? What do you think?
At first glance, I liked 1c better, assuming Alex could use a similar bold font with a more typical g. I also missed having gig in red and time in black like the logo I’d gotten from an earlier designer. But then I started thinking about the logo more as well as the concept Alex came up with revolving around the antenna.
What hit me, was an antenna represents the old way of media and marketing. The kind where information flows in one direction. Social media and/or new media is the antithesis of this. It’s all about a two-way conversation. This logo would be in total contradiction to the name of the company tag line, New Media Marketing.
So I told this to Alex and sent him back to the drawing board. And that’s part of the process. Communication is one of the keys to outsourcing your logo design and this is why I emphasized the language and communication issues so strongly when I posted this project. The designer, if English is a 2nd language, has to be fluent enough to understand exactly what you’re looking for and exactly what you’re business does. This is less critical if you own a restaurant, a plumbing company or auto dealership that every designer is going to be familiar with than say a risk assessment consultant, an SEO Expert or a patent attorney.
Alex obviously has the design skills and the communication skills and he understands branding. Let’s see how creative he can be in coming up with some new concepts. I’ll keep you posted.
In the meantime, what do you think about these three logos? If you think I’m overlooking a keeper, please let me know by leaving a comment below. And, by the way, I really appreciate those of you that leave comments because it turns this blog from a one-way to a two-way conversation. And that’s the whole point.
I like 1b best of the batch… and i really like where the graphic artist is going. i agree that they’re not there, yet.
thanks for the tip.
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He’s definitely got potential, Pat. I got on him a little about how long he was taking and his reply was that he was hoping to create a brand, not a logo. He said he takes longer than some and pointed out that he’s pricier (at $85?) than most but worth it. I like his confidence. Thanks for the weighing in.
I agree with your analogy regarding the antenna and old interuption marketing as opposed to two way new media marketing. Looks like Alex is swinging for the fence though – look forward to seeing his next round of logos!
Appreciate the comment. I definitely like his style, Misty. I’ll hopefully have an update later in the week.
This is hard, because there is a mix of right and wrong in this. I realize your prerogative as a business person is to get the greatest value for your money, but I think you’re much too focused on the “your money” portion of that equation. Furthermore — and honestly, I am not trying to be cruel — I believe you’re putting too much stock in your own, personal understanding of logo design, marketing, and the key connection between the two.
Go read this. I got the address to this post from the comments.
http://www.logodesignlove.com/logo-warehouses-and-crowdsourcing
Hi Lindsay,
I read the post and totally understand your point. I’m not sure you understand my target audience for this series of posts, though. It’s designed for the person that only has $100-300 in their budget so that they can get the most bang for their buck. If you’ve read the entire series, you’ll see that nowhere have I made an argument that it’s foolish to spend thousands on a logo when you can get one for $100.
And I get the frustration. We get the same thing in social media with new ‘social media gurus’ offering to be social media managers for $99 a month. Or web designers that only seem to know how to compete by lowering their prices.
There’s more to this story to come including more of the dialog between me and the designer regarding branding including places I’ve been wrong and he’s been right. Before this series wraps, I’ll be talking about when it’s time to focus less on the cost and more on the outcome and, if Steve approves, I’m going to include a link back to his post.
I’ve also worked with some big-budget branding and design projects. I’ve met some very good people that were worth every penny of the high five-figure payment. And I’ve met others that were brilliant designers but couldn’t sell water in the Sahara so spending more money isn’t always the solution. But finding people that truly understand the big picture is.
I appreciate you coming by and leaving a comment. You’re welcome any time.
Thank you for the courteous reply, Bill. You are right — I did not familiarize myself with the series of blog posts prior to commenting, and I do realize that these things should be taken in context.
However, I am sensitive to posts like this one because, regardless of intent and target audience, the issue of design (and designer’s) worth today is extremely volatile. Crowd sourcing and stock logo companies, as well as outsourcing, have led to an overall devaluing of the design profession by many, many people. Hard economic times have amplified the problem, with people looking now more than ever for the best “bang for their buck.” I suppose I am concerned that others, like myself, will take articles such as this and use them as reasoning to pursue what I’ll refer to as “cheap design.”
I appreciate your willingness to discuss this issue thoughtfully, as well as to link back to Steve’s post. Most designers want to educate the general public, especially entrepreneurs, about the value of good design (brought to the table by an educated, talented designer). The problem, of course, is that most people do not want to be educated by someone who they believe they’ve hired to provide a product.
Thanks again, I look forward to continuing our conversation!
Oh, slight grammatical misstep there: “I am concerned that others, like myself, will take articles such as this *out of context,* and use them as reasoning to pursue what I’ll refer to as ‘cheap design.'”
A lot of food for thought, Lindsay. I’m thinking a lot about how I’d like to approach my target audience with this but also some things I’d like to suggest to the design community, too. Designers are facing many of the same challenges social media managers are.
I think there are solutions but some people won’t like them and will refuse to adapt. Others will change their approach and prosper regardless of what the bottom of who’s selling to the budget market.
Thanks again, Lindsay, for coming in and stirring up the pot a little.
Very interesting insight here as far as the logo process is concerned. The dialogue between yourself and Lindsay almost overshadows the above logo options, but very interesting nonetheless.
First off, the spelling needs a second glance—”Marketing” is spelled wrong in the tag. I think the mark in 1c is very strong. If the idea of antenna is removed and replaced with the concept of information resonance or broadcasting it might be better received. Then the red dot in the middle can come to represent individuals each being at the center of their social media or new media experience.
It would also be nice to see these without the drop-shadows and gradients. In most cases these elements are included for additional design interest, but in this case, they seem to be distracting from the mark’s meta-message.
I’m late to the game here (3 months) so these thoughts may be irrelevant at this point. Thanks for letting me offer input though.
B
Hi Ben,
I appreciate your take even if it does come after I made the final choice. If you didn’t see that post, it’s here: http://www.billhibbler.gigtime.com/outsourcing/logo-project-mission-accomplished/
What’s not on that page is the reverse version which I’m using on my new business card. Both will be used on the new Gigtime website.
Btw, I love the look and feel of your website. The elements of color you included in the flash presentation really makes your work stand out. I’ve been approached a few times about doing social media training for churches. If you’re open to new business, I would be glad to send those in need of branding help your way.
Bill
Frankly, the biggest surprise for me was that you’re actually able to have an intelligent discussion with a “crowdsourced” freelancer. I’m inclined to think this may be the exception to the rule. I mean, what can you realistically expect to get for $85 bucks, Milton Glaser, Jr.?
From what I’ve seen $85 goes much further on quality and heart than many “experts” grandiose fees. I can only speak from experience.