This is a new feature that I like to call a “think-piece”. It’s similar to a rant in that it expresses an opinion that I have, but it differs in such a way that I try to offer different points of view on the subject, as well as provide insight to possible solutions. Also, I believe it serves itself well to be more open for discussion. So without further ado…
What do I think about production of cheap logos? To be quite honest, I don’t even know which side I stand on. I think this is because this isn’t a clear-cut black & white issue; there is a large grey area. But one thing is for sure, if you sit around and do nothing, then the design community may soon experience what the printing industry has gone through and knows all too well.
What I’m talking about is the low cost of logo production. There are countless designers out there who completely dilute the industry by low-balling their prices. There are even sites that produce generic swoosh logos and sell them for $35. It’s tougher than ever nowadays to garner any respect from prospective clients.
But on the other hand, could you blame them? Very few clients are willing to even budget for a logo. And the design industry has created such a bad image of itself with regards to it being grossly overpriced, untrustworthy and full of prima donnas. For instance, I really don’t agree with designers charging upwards of $150/hour for their time; CNC Engineers charge less than half that price.
So what can we do? As a designer, it is your duty to stay abreast of design trends and understand your client. That’s why if you want to remain successful you have to offer what the degenerate designers cannot. You need to up-sell your abilities. You need to offer them attractive branding packages. You need to give them a blueprint for integrated marketing communication plans. You need to backup your work with research. You need to eat, sleep and breathe strategy. You need to expand your skills and step outside your comfort zone. Simply put, you need to invest in what the hack designers simply cannot mass-produce: time.
It all comes down to staying in control. This is survival of the fittest. And it isn’t just enough that you adapt to the environment, you need to rule it.