The Internet of Things (IOT) has shrunk the world. This struck me when I bought an inexpensive iPhone accessory from Amazon and it was shipped from the Hong Kong post office in China. I was astounded? To Dallas from Hong Kong for 80 cents!

Everything and anything is available online and prices are being driven down by worldwide competition.

So now there are online resources for companies who want to revamp their logo, or start-ups who need a logo from scratch. These websites will bring you dozens of designers from around the world. Designers willing to lineup and compete for your design project and your dollars.

There are three problems with this concept.

  1. Designers who work for these websites are usually from the third world where two hundred dollars per month is well above per capita. I’m not saying there aren’t great designers in the third world but you’re entrusting your brand to someone from a very different culture. Will they have to have the intuition to connect culturally to your customers? If you’ve travelled in the third world you may notice that the tapestry of their design is different than ours.

  3. The focus of these designers is trying to win the job by selling to the client not the client’s target market. Here’s an obvious example: The client is a chiropractor in Irvine, California. The designer is in Sri Lanka. He researches Irvine, it’s symbols, its geography. The logo delivered has sea, sun and palm fronds. Yes, that says life in California but does this sell the chiropractor to a native Californian inundated with this genre?

  5. After delivery is there enough backup to make sure the logo reproduces well across all media. Does the mark work equally well on a website as it does on a business card?

Is your company’s brand only worth two hundred dollars?

When I create a logo for a client there is a lot of discussion that happens before, during and after the evolution of the single idea that translates to the final mark. I just don’t see that happening with someone from the other end of the world, even if they do speak English. Fortunately you paid a fraction of what you should have. Unfortunately you’re left questioning whether the new logo reflects the uniqueness and awesomeness of your product or service.

Colin Shubitz
President and Creative Director – CSA&D, Inc

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