I’ll have a coffee and logo to go!

There are some professionals whose services are unquestionably sought. People may complain about the fee a dentist or electrician charges but they still need them for their specialized skills. Those who venture to save money on legal fees by defending themselves are said to have a fool for a client. A set of gourmet knives doesn’t make someone a great chef—it’s their skill and talent. The same holds true for a master carpenter.

After 30 years of waiting, planning (and saving) last spring I was finally gutting my entire main floor. I hired a carpenter who takes pride in his work and has a keen eye for detail. Definitely the guy I wanted. He took my vision for a new kitchen/great room and worked with me to make it a reality and did it within budget! His work is personal. The end product tells the world who he is and what he does. Like my carpenter I take my work very personally. Graphic design is my passion. It has a voice. A strong visual voice. I have the skills to make that happen.

We’ve all been blasted with ads offering more for less. That includes ads for cheap quality designs from crowd source sites. “Need a logo? No risk. $1 to start. Unlimited revisions!” Does this sound like you’ll get the personal care and attention required to design the logo you need to represent your company? Will they work with you, listen to your needs and understand what they are? I think the car lot analogy Howard Short posted on a linked-in discussion insightfully addresses these questions. With permission it reads as follows:

Customer walks on the lot with a family of five and asks for a red car.
Salesman says, “I have two cars that fit your needs perfectly, a 1982 compact four-door Yugo and a new Testarossa”. Neither actually do.
Ultimately a good salesman ignores the uninformed request and asks-
“What do you want this vehicle to do and (wait for it) what were you looking to spend?”
Now he knows the buyer is going to give him a price lower than he actually is willing to spend but it gives a starting point. At 2,000 he can get the Yugo.
If the salesman can demonstrate the additional value of the blue Chevy Minivan over the red Yugo and the fact it actually fits the buyers needs then perhaps he will spend the $8,000 and be happier.

Howard suggests that this scenario is the same as people purchasing graphic design. Like him, I’m happier selling the right product! When hiring a designer for a professional, quality outcome the client is actually making an investment in their business. When done well this investment will have a rippling effect long after the project is completed.