| Forgot Password?

Communication Design

The Cost of Logo Design: Advice from a Graphic Designer

Posted by Rebecca Blake on June 17, 2015

Brooklyn-based graphic designer Roberto Blake has done us all a favor. In his video, “How Much Does a Logo Design Cost,” he educates non-designers on what to expect when soliciting a bid on a logo design. Business owners hoping to get a flat price quote will be disappointed; from the outset Blake makes it clear that the cost varies greatly depending on a number of factors: the kind of logo, complexity, color variations, alternate designs, etc. Instead, Blake prepares the non-designer to have a clear discussion with the logo designer, advising against engaging in bargaining for the lowest fee possible and encouraging the client to engage in a transparent discussion of budget and needs.

In outlining the design process, from research through execution of the design, through production of final press- and web-ready files, Blake makes clear the effort and time the logo designer expends. He also cautions the viewer that the copyrights to the logo do not transfer to the client until the rights have been negotiated and paid for. He concludes his video with a discussion of a flat-fee versus hourly rate fee basis, and payment schedules.

While Blake intended the video to be a teaching tool for clients, it’s also a wonderful resource for new designers inexperienced in negotiating with clients on logo design projects. Experienced designers will find the video helpful as well. It’s the perfect link to email anyone who asks, “Why do you charge so much for just a logo?”

Blake’s YouTube channel features a number of videos on design and photography best practices and techniques.

 

Guild Member Joseph Caserto Responds to Pratt Crowdsourcing Contest

Posted by Rebecca Blake on June 11, 2015

Joseph CasertoProud Pratt Institute alum Joseph Caserto was shocked to learn that his alma mater issued a call for students to participate in a crowd-sourced mascot design contest. As a long-time Guild member and working professional, Caserto was well versed in the deleterious impact of crowdsourcing on the design and illustration professions. He reached out to Guild advocacy liaison, Lisa Shaftel, who provided him with sample letters protesting crowd sourcing. Caserto constructed his own response and sent it to Pratt with a firm but respectful letter expressing his disappointment with the institution:

“It is imperative for you to understand that by asking designers to work for free, you are exploiting them. This is at best a poor lesson for Pratt to be teaching students, and at worst contributing to a practice that is damagof

ing to the industry that these young professionals are entering, and in which they are expected to compete.”

Rather than resorting to crowdsourcing, Caserto recommended that Pratt solicit work via a program similar to Design Corps, a project led by the late Charles Goslin when Caserto studied at Pratt. Through Design Corps, select students are invited to work on a client project under the mentorship of a professor, in exchange for course credit and an agreed-upon stipend. Caserto shared his concerns in an article on his blog, “Pratt Sets a Terrible Example by Crowdwourcing a Logo.”

Helen Matusow-Ayres, Pratt’s Vice President for Student Affairs, responded to Caserto with a polite explanation that the mascot design is part of a larger identity project being handled by a professional design firm headed by a Pratt alumnus. She explained that crowdsourcing the project was an attempt to “engage the Pratt community.” While Caserto appreciated the courtesy of the response, he didn’t buy their justification: “…the Institute is sending a powerful, dangerous message to students that it is an acceptable business practice, and to professionals that our alma mater condones one of the biggest challenges to our livelihoods.”

Caserto’s orignal letter and Pratt’s response can be read on Caserto’s blog.

Photo by Glenn Glasser.

Canada 150 Logo Revealed to Subdued Response from Graphic Designers

Posted by Rebecca Blake on May 01, 2015

Canada 150 logoAfter a controversial logo contest bitterly criticized by national design organizations, the Canadian government revealed its chosen 150 anniversary logo. The logo, a maple leaf created from a mosaic of multi-colored diamonds, is the creation of University of Waterloo design student Ariana Cuvin. According to the Department of Canadian Heritage website, Cuvin designed the logo to represent Canada’s 13 provinces, with colors and placement chosen to reflect the country’s history and diversity. The logo is reminiscent of the hugely popular centennial logo, created by designer Stuart Ash.

Response to the logo design has been muted; the Ottawa Citizen reported that most designers declined to critique the logo. There is a general consensus that the logo is an improvement over the original proposed designs, an assemblage of tired, overused imagery created in 2013 by Canada Heritage in-house designers and tested in focus groups for the astronomical fee of $40,000 CN. That earlier attempt drew the criticism of the Association of Registered Graphic Designers (RGD), who drafted a letter to complain that “Design is a process involving research, creativity, strategy and client participation. Without going through this process… any designs that are developed will fall short of what is possible.”

Unfortunately Canada Heritage’s response to the proposed designs was the announcement of the logo design contest, targeted to Canadian design students. As we reported in January, Canadian design organizations were outraged, and launched a “My Time Has Value” campaign to point out the hypocrisy of asking for spec work from students. While the campaign did not persuade Canada Heritage from continuing with the logo contest, the small selection of logo submissions – only 300 total – indicates that the protest resonated with students.

Cuvin herself has little to say about the controversy, other than she knew what she was agreeing to, and didn’t feel exploited. However, remarks she made to the Toronto Star — “It does kind of suck for a professional, this big project being given to a student… There’s a client, they chose what they liked, and it happened to be my design.” — indicate that she may not fully comprehend the concerns voiced by protestors. The design organizations are using the outcome as an opportunity to educate. Both RGD and the Graphic Designers of Canada have issued an open letters inviting designers to writer their local representatives about the value of design.

Keep Your Art Director Happy: 10 Mistakes Illustrators Make

Posted by Rebecca Blake on March 24, 2015

Guiseppe CastellanoArt director Giuseppe Castellano has compiled a list of 10 common mistakes illustrators make in delivering their artwork. The advice covers basic errors in file delivery that are guaranteed to sour a working relationship. Much of the advice covers basics, such as file type, color space, specs, and cropping. However, Castellano also provides insight into what makes art directors sing when he asks illustrators to push beyond the obvious in selecting their color palette, and in considering composition and point of view.

His strongest advice is to avoid springing nasty surprises on the client – by producing something unexpected, being late, or being unprofessional. He reminds that art directors have a hierarchy to answer to, and often have the training and experience to work with illustrators who are struggling with an assignment. Castellano encourages illustrators to keep their art directors abreast of any difficulties they’re having with meeting the terms of an assignment: “As long as you stay communicative, you and your client can work through any issue together.”

A Video Compilation: What Hollywood Thinks of Graphic Designers

Posted by Rebecca Blake on March 05, 2015

For your diversion: design students Ellen Mercer and Lucy Streule of Central Saint Martens – University of the Arts London have compiled a video of graphic designers as portrayed by Hollywood. The 2-minute Youtube video features snippets from television shows and feature length films, with everyone from Meg Ryan to Keanu Reeves claiming their design credentials.

So how does the Hollywood portrayal stack up, at least as illustrated in this compilation? It’s a somewhat jaded depiction. There’s Ryan from “The Office” asking Pam to design the company logo (for free, if we remember the episode correctly), and Beverly from Episodes telling a young designer that she used to want to be one too, because she “loved to draw.” Perhaps the most cynical portrayal (from Chicago Fire) is the young woman who claims anyone with a laptop can be a designer: “Wish I’d figured that out before I racked up $60,000 dollars in loans.”

Previous Page   Next Page

How to Start your Very Own Communication Design Business!

Start Your Own Design Business - booklet cover - image

Digital Download

Enter your email address below to receive a FREE download of "Starting Your Own Communication Design Business" written by Lara Kisielewska. 

By signing up you will receive our monthly newsletter and occasional e-mails about our advocacy work. You will have the option to opt out at any time.

 

Guild Webinars

Webinar Banner image by Rebecca Blake

Looking to keep up with industry trends and techniques?

Taking your creative career to the next level means you need to be up on a myriad of topics. And as good as your art school education may have been, chances are there are gaps in your education. The Guild’s professional monthly webinar series, Webinar Wednesdays, can help take you to the next level.

Members can join the live webinars for FREE - as part of your benefits of membership! Non-members can join the live webinars for $45. 

Visit our webinar archive page, purchase the webinar of your choice for $35 and watch it any time that works for you.

 


Share

Follow Us