I recently received a referral for a client that needed to create a logo in a week and a half for an upcoming tradeshow event. He gave them my contact information, yet they didn’t reach out to me until a week later. After we finally connected and had a chance to talk, I had to explain that it just wasn’t possible to create a logo in 3 days and here’s why not:
I have a process I follow and without that in place, I can’t create a design solution that will work for your needs.
I need to do research on your business, including reasons for the new logo design, your target market, etc… I need all this information to be able to start the design process.
I simply don’t have the time to fit this project into my schedule. A rushed project like this, will lead to chaos and ultimately, low quality work.
Am I being overly dramatic like a true creative? To the client that doesn't understand what goes into a logo design and it's value, it may seem that way. I know that small businesses today don’t have a lot of time to devote to marketing, but by leaving projects like this to the last minute without any forethought and planning, you put the quality of your marketing message in jeopardy. This will lead to a confusing (and worse) unprofessional brand message for your consumer or target market. So if I seem overly dramatic, I really just have your best interests at heart. I don't want to create a logo for you that will be ineffective and thus a waste of your time and money.
So, if you need help coming up with a brand refresh, let’s work together to create a timeline that results in a clear, consistent brand identity, is unique to your business and shows you care about the details.