A web designer often takes on multiple roles, peddling things like marketing designs, web design, logo design and more. Logos are an interesting business, because not only are they cheap online, but they generally suck when they get so cheap.
Logo making websites are known for generating forgettable logos, while sites like Fiverr rarely provide decent solutions for $5 to $20.
Therefore, freelance designers have a chance to stand out, using their unique skills and knowledge to sell logos on a regular basis. The good news is we're here to help, so keep reading to learn more about the best practices for selling logo designs like hotcakes.
Find Freelance Websites and Job Boards that Don't Suck
I've already stated my contempt for places like Fiverr. Basically, It's one step up from Freelancer.com, but that's not that great. Overall, sites like Fiverr might be okay to start off at, but I'd suggest that you get out as soon as possible. If you're a quality designer you have all sorts of other options to go with.
Plenty of job boards are available for seeking out design work, and sites like Logo Orbit let you submit your designs and get paid for the efforts. Here, the designers get paid without pitching or profile building while businesses get the custom made logo in 3:00 minutes. What's cool indeed is that lots of companies turn to Logo Orbit for quick custom logos. So you shouldn't run out of backup clients.
Show Visuals Like Crazy
The whole reason a company is coming to you is because they want you to get a logo for their company. If they land on your website or other online presences and don't see enough portfolio examples, you can bet they'll be going elsewhere.
The goal of a portfolio is to get to the point. If people have to read through paragraphs of why you're such a good designer, they're going to jump ship. Your work should speak for itself, and since logo design is visual work, you should focus only on visuals for your portfolio.
Categorize Your Portfolio Based on Different Styles
This might not apply to everyone, but most logo designers take on work that ranges in style. For example, one week you may create a logo that's 3D with an animated mascot in the logo. The next week might bring about other designs that are more basic, modern or flat. Therefore, it's much easier for new clients to click on a category when they land on your portfolio.
For example, a new online shoe store may land on your site with a flat logo design in mind. If that's the case, it'd be nice if they could click on a “Flat” filter to see how well your past designs turned out.
Sell Your Designs Without All the Lingo
I know it's tempting to say words and phrases like “vector,” “DPI,” “stroke,” “fill,” and “raster.” But you should avoid this at all cost. Why? Because it's annoying and useless for clients.
Industry jargon is technically only useful when you're working in an office with other people. The point of it is to speed up conversation, but most of the time it's used because people feel cool saying these “code names.”
Your clients and future clients want everything described to them in layman's terms, so stick to that to keep your business running.
Deliver Multiple Logo Files for Future Use
From vector files to 3D mockups, clients might not know they need all of these wonderful files, but they're going to want them in the future. The best designers deliver all of the necessary files in a neat little package. Not only that, but these designers explain what each file can be used for in the future. A written outline wouldn't hurt either.
In short, the client might not know that a vector or source file is essential for blowing up the logo and putting it on a billboard or large banner. If you quickly explain this to them they can store those files away for when they turn to another designer down the road.
Tell Clients What They Can Expect From The Start
The list of files is a good place to start. Your clients are taking a risk with your design services, so you should be as transparent as possible. It may seem like easy work to you. Forget about that. Treat logo work like it's just as difficult as everything else in your life.
Make a timeline for when your clients can expect to see results. Give them a list of all the files they should expect at the end, and decide on payment upfront.
Make Logos That Create Brand Recognition
Goodyear Tires certainly doesn't own the word “good” or the word “year.” You also won't find them having a copyright or trademark on shoes or wings. However, the clever combination of all of those elements makes the brand recognizable.
Far too often we see logo designers sticking to the basics, with clip art and icons going unedited. Another globe for a bank or insurance agency isn't going to make people remember those companies. A pen icon for a copywriting company shows a lack of creativity if anything.
You're never going to make a completely new icon or logo item. It all matters how you take what's given to you to create something new. Take Goodyear for example. The logo designer combined shoes and wings and plopped it right in the middle of the company name.
Evernote has an elephant. Nothing unique, right? Wrong. The elephant's ear is being flipped like a piece of paper.
Over to You…
There are plenty more best practices for selling logo designs. They all come in handy for when you're trying to stand out from competitors.
Remember that logo makers and cheap sites like Fiverr are competitors as well. They are so tempting for small businesses, that it's your job to show them the value of quality, custom logo work.
If you have any questions about the best practices for logo design, or if you'd like to share some of your own knowledge from work in the logo business, let us know in the comments section below.