The Ugly Truth Series #3 - Don't be a (cheap) tit
The third in a series of illustrated truths gathered over 14 years - an entirely honest and personal project.
*WARNING contains several fucks*
It’s not often I rant but
when I do…
When it comes to branding a 50 quid logo simply doesn’t cut it.
Ain’t it the truth - increasingly of late I’m seeing a number of services offering cheap ‘logos’ and ‘branding’ packages that cannot be financially sustainable to the individual, never mind profitable.
By undermining skill, creativity and yourself, you’re ultimately undermining an entire fucking industry and all those in it who have worked tirelessly to make it a profession.
To this day, design is still seen by some (no one I keep company with I might add) as easy, less skilled, the ‘pretty’ & ‘nice’ to have, when in fact every single fucking product you purchase was designed exactly to be the reason for your selection in the first place.
It’s because of design, the clothes you buy, the food you pick off the shelf, the car you drive, that sofa you’re sat on right now and the style you have - all have at some point been meticulously and strategically considered, crafted, tested, created and executed by people with years of experience.
In order to achieve in this industry the answer is not undercutting prices to be ‘cheap as chips’ - you’re only undercutting your own self worth, your time and skillset by offering logos for £50 and £100 quid.
It might feel like the answer when you’re starting out and yes your rate should be lower than maybe some of those have been practising for a long time, but be reasonable. Be practical.
Know the worth of the product you are selling and the client your are creating it for. Don’t they deserve the best you can give?
The Ugly Truth
By doing the aforementioned, you are in fact damaging the entire industry that you are trying to be a part of. As the saying goes ‘buy cheap by twice’. Brand and brand identities are born after hours of considered and strategic thinking. Then visualised into a tangible vision that purposefully and subconsciously encapsulates all these things to its end audience.
This doesn’t come from a 30 minute Pinterest pinning sesh and bashing out a pretty logo. By doing this you are encouraging the masses to expect to pay less for your skill, insight and creativity. But more importantly you are teaching them to expect to pay less for your fucking time. Now why would that be smart?
After all, you’re trying to make a living out of this no? Not only because you love what you do, but to clothe yourself and put food on the table - so have some fucking integrity already yeah?
When clients are paying for branding they are paying for years worth of experience, fuck ups, lessons learnt, craft, practice, skill, insight and imagination to know what works. (I could go on). Just like when a doctor knows which antibiotics to prescribe to you or a dentist knows how to get that tooth out (properly).
That skill should not come so cheaply.
Think on. Rant over.
I’d be happy to talk to anyone about this with an opinion the same or differing. It’s not about fire starting or hating - it’s about respect.