People often get distracted by the minutiae when starting a new business. Logos and business cards take up a disproportionately large amount of time that you should probably be spending on getting the first few dollars through the door. Of course it's easy to say that, but the logo is important too - it's your badge, your brand and the first impression of your new venture. Getting the logo sorted can give you the significant boost you need to get your business started and off the ground. The logo is a tangible thing you can point at and say "That's my business!".
So how do you get a good logo designed?
You've generally got the following choices:
- Make something yourself - fine if you're a designer or have a mild creative side
- Hire someone locally - if you know someone, I think his can be a great option. There's no substitute for being able to sit down and thrash out an idea and do those tangible things like point and talk, but it can be quite expensive. Especially for a good designer.
- Outsource on sites like freelancer.com.au, Elance, odesk and the like - here you post your job, along with a bit of a design brief. Freelancers then bid n your job and often submit their respective portfolios for you to review their work, you choose one you like, award the job to them and you wait with fingers crossed, hoping they come up with something half decent. I've done this a bunch of times for various ventures - with mixed results.
- Lastly you can run a contest - This is what I did recently and I highly recommend it.
A design contest - what happens there?
In my view and experience, the contest is the safest way to run an outsourced logo design job as you get to see what you're gonna get, before you hand over your cash. Here's how it works:
- Firstly, you draw up a design brief - make this as detailed as possible. Explain what the logo is for, what you want it to include, what you don't. Maybe which colours you like, as well as typefaces and styles. If you can, provide examples of logos you're impressed by and again, also mention what you don't like here too. Also explain whether you need to have your domain name included, or any other special text. A good designer interprets language and converts it to imagery, so use descriptive language as well as what emotions and feeling you want the logo to portray.
- You post up your contest, set a time frame as well as the prize money you're putting up for grabs. You normally end up posting the prize money up front, but this money is held in a kind of 'escrow' by the outsource company until the contest is complete and the prize is awarded.
- Once your contest has been submitted, it'll appear on the contest job board where designers can review your brief and respond to it in the form of a logo submission. This is the best part of it.
- Review the submissions. So as you've worked out, the main benefit of the contest route is that each person 'bidding' on your contest is actually submitting their logo proposal, so you get to see what it's gonna look like now, rather that taking that leap of faith in some of the other methods mentioned. When submissions are received, you can reject them, grade them, send a message of feedback to the designer on what tweaks you'd like them to incorporate etc. Revisit the contest regularly as you'll likely get a bunch of submissions.
- Pick the one you're happy with, close the contest and award your prize. This process is automated at the end of the contest. You 'sign' a transfer 'document' transferring ownership and then you wait for the files to be uploaded by the winner. Download the logo files and off you go.
We recently went through this process for the new LeftFoot logo. The process was painless and for our modest bounty we received nearly 60 entries. Some were terrible, many were average, but a handful stood out. Here's the one we picked, which we're thrilled with:
...not bad for fifty bucks and a few days work. If you offer a higher prize money, you'll get significantly more entries.
So...run a contest for your logo design, it's all I can recommend you do now. The process went very smoothly and we got a result we were especially pleased with. We went with Freelancer.com.au, but a similar process exists on sites like 99Designs, DesignCrowd, LogoMyWay and more...