I recently created a proposal for the logo design/identity development for a potential client, along with web design. When they got back with me, they were excited to get started on the web site, but told me they would not be needing my logo design services because they were going to hold an internal “design” contest for their logo. Very disheartening to say the least—not as much for the loss of opportunity for me, but more for the side-stepping of a core asset to the image of the business.
A logo is the very first impression people get of a company. It needs to be original, convey quality and look professional! It’s the starting point of the entire corporate image, and it should reflect the necessary time, thought and skill that goes into designing it. So I wrote them an email with a few questions…
Some questions to take into this logo contest:
- How much research will be conducted into creating each logo?
- Will any brainstorming or sketching be carried out?
- How much time will be spent on creating the logos?
- Will it be worth the time and effort for a bad outcome?
They probably didn’t think about any of those. And more importantly, what do they intend to get out of this logo contest?
Some questions to ask for the outcome of this logo contest:
- Will the logo be memorable?
- Will the logo still be effective without color?
- Will the file(s) provided be scalable?
- Will the file(s) provided be appropriate to send to printing vendors?
- Will the logo gain immediate recognition?
- Will it convey the company’s personality, character or attitude?
- Will it convey quality, familiarity and credibility for years to come?
If the answer is “no” to any of the questions above, then they should seriously reconsider! If not with me, then with another professional designer (and NOT a web site that offers logos for $35 either!)
They mentioned they were ready to get started on the design of the web site, but that is a putting the cart before the horse! It would be better to develop the identity for the company, and then leverage that for the look and feel of the web site, instead of creating a professional looking web site that is not cohesive with the soon-to-be logo. Man, I could go on and on, but I digress…
Do you have an opinion one way or the other about logo design contests? Leave a comment below!