Wednesday, March 10, 2010

The Convenience Store of Logos

I have long been of the opinion that many in our industry milk the hell out of their projects. We like to "ideate" and conceptualize. We like to sketch and brainstorm and talk. We like to strategize and pontificate. Then we actually pick up our tools and either write or design, and many of us do this with a thoroughness that is not only unnecessary, but ridiculous. A recent colleague, a client-side team leader who came from a big agency background, was a master of making mountains out of molehills. One of our tasks was to create a new logo for his organization. This took no less than 18 months. There were votes, meetings, double-elimination logo tournaments, logo jousting, and finally, a 3-way logo death-match, in which the employees (about 600) got to vote in a secret ballot on the winner. Their votes in, the guy mentioned above went against their wishes and fixed the vote. He told them that his favorite logo was the one they picked. It wasn't. Needless to say, I've never worked with a bigger (or fatter) douche in my life. And you know who you are, big CMO down in Miami who sucks ass. (He didn't like me either.)

Anyway, all that to introduce you once again to Dana Severson, who brought us all some laughs at the expense of bad real estate ads. Dana, along with some partners, has a new idea. He's going to create one logo a day for 365 days. That's more logos than some designers will make in a lifetime. And he's booking clients over at The first logo was done for $2. The next one cost $4. They go up $2 per day until February 28th of next year, when a logo will cost $730, which is still a supreme bargain if you've shopped around for logos.

I'm no designer, but I play a design critic here on my blog, and I'm seeing Dana is currently going through his "Fading Reflection" phase. That's what the people want these days, I guess.

Dana also writes a column for Fast Company.

It's a good idea, and it gets the guy's work out there. Best of all, he does it quickly and at a decent price. And it takes a certain amount of what-the-hell balls to just build up your portfolio right out in the open for all the world to see, day after day for a solid year. Sure beats the designers who keep a "Please check back later! This section of our site is currently undergoing redesign" message on their Portfolio pages.

I'm guessing redos and edits on these one-day logos will cost extra. Or at least I hope so.

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  • idesignyourlogo is designing a logo for us on April 12. As you can see (, we're understandably excited about the branding this team will create for our organization. And, to answer a point in your post, we paid $100 extra (bringing our investment to a whopping $186) for additional comps and extra revisions. We're pumped!!!

    By Blogger For Sale By Owner Homes, at March 10, 2010 at 10:30 AM  

  • I dont know whether to slap him or hug him...the industry can't eat on $2 work...but more power to him. And there are just 365 days in a year.

    But the line I loved in this whole post was: And you know who you are, big CMO down in Miami who sucks ass. I have a few of those.

    By Anonymous adchick, at March 10, 2010 at 6:55 PM  

  • OH...and one more thing, tho I'm sure you're aware being in the business and all.

    By Anonymous adchick, at March 11, 2010 at 12:10 AM  

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