Using a Logo Contest to Brand Your New Firm: Part 3

Monday, July 09, 2012

By Jan A. Glassman, Esq., Founder and co-owner of Daily General Counsel, PLLC

The following is the third installment of our April 20 post on using online crowdsourcing to find a professional firm logo. Click here to view the second installment.


Tuesday, May 8

We haven’t heard back from the family expert, so we email him again.  He responds that he doesn’t like anything.  We’re on our own.

Wednesday, May 9

Many designers submitted multiple designs.  Because the Logomyway website allows us to sort by designer, we decide to examine the works of the remaining designers individually.  As we review each designer’s submissions, we assess if there is one design that we consider outstanding.  If not, we eliminate all of the designs from that designer.  This process is instructive, but tedious.  It reminds me of the eye exam where I am asked: Can I see better with lens A or lens B?  How about lens B or lens C?  Do I like Nagi12’s Design No. 78­­­ or Design No. ­­­634?  Is Frico’s Design No. 349 or No. 650 better?   And what about Widodo’s Designs No. 12 and No. 647 – which is best?  Do I like it enough to live with it?  If not, they are all rejected.  We move on to the next designer.  Must decide between Zester’s Designs No. 152 and No. 701.  Bring on the caffeine and jelly beans.  I’m dying already.    

Friday, May 11

We are making progress.  We narrow the field to a dozen or so, and then we impose on immediate family members to chime in.   Everyone has an opinion and we have no consensus. 

 Sunday, May 13

The end is in sight.  We are down to 3 designs.  A or B? B or C? A or C?  No one said this would be easy. 

Monday, May 14

After this final deliberation, we have a favorite design.  It is a picture of a person running with a briefcase trailing behind.  Next to this image is a small banner with our company name (Daily General Counsel™) and our motto (One Day and Done™).  We are choosing this design because it best reflects our business model: an experienced general counsel en route to perform legal triage at a client’s place of business.  We think the design says, “We are on our way to you!”  The logo needs some tweaking, such as color and font changes.  The runner also is wearing a man’s tie, which we will eliminate. 

However, according to the rules at Logomyway, we can’t request the “fine-tuning” until we pick the winner.  So - we are ready to pick the winner, Design No. 729 by “Logoking1,” a Graphic Designer named Immu Khan of India.  We will go on line and finalize our selection.   We receive assurance today from Joe at Logomyway that we can ask for as many variations of our logo that we will need, and that the website will not release the prize money until we are 100% satisfied.

We go onto the website, and with the same finality as filing a pleading via electronic filing, we are asked that one final, point-of-no-return question:  are we certain that we want to take this action?  Once we click yes, the contest is over and we cannot change our minds.  The agony is over.  We pick the winner, and Logomyway immediately notifies Logoking1.  We can’t wait to hear back from him.  We have finished our work for the night and we expect a jubilant email from the designer by morning.

Tuesday, May 15

Silence.  Not a word from the winner. How odd.  So we wait.

Thursday, May 17

We thought all the drama was over, but now we are in an unexpected and unpleasant situation.  We never imagined that we would have trouble reaching the winner.  We call Joe at Logomyway and he tries to assure us.  Not to worry, they will help us locate the winner.   And Joe has a back-up plan.  If Logoking1 never responds, Joe will give some of our contest prize money to another designer who will reconstruct the winning design and will include our desired changes.  Anxiety returns.

Friday, May 18

Joe sends an urgent message to Logoking1 and advises him that we need the winning files immediately.  This is not the message we want to see, since we need to have changes made before Logoking1 sends the files.  More anxiety.

Sunday, May 20

The weekend comes and goes, and not a word from our designer.  

Monday, May 21

Finally!  Logoking1 surfaces.   We are advised that his English nickname is Harry.  He apologizes that he has been unavailable for the past week, but he is ready to work with us.  We email our requested changes.  Harry is responsive and agrees to make the first round of changes that we request.

Tuesday, May 22

We are making good progress.  Harry sends us the next set of changes and we give him feedback for additional changes - font color, size, and other details. 

Wednesday, May 23

Another round of changes.  Will this never end?  At this point, I prefer dentistry without novacaine.

Thursday, May 24

Harry sends us the next round of revisions.  We request a few more changes. 

Monday, May 28

Success, at last.  We have our logo. (Click here to see our finished logo!)

Before we give the final approval for payment, we ask our designer to give us files with various segments of the logo for use in different settings (with and without wording, and variations on the wording).  We know that once we approve payment, we cannot make any more requests.     

Tuesday, May 29

Joe at Logomyway advises us that we need to get the completed files from Harry in the following formats:  EPS, JPEG and PNG.  Joe also sends us an agreement that Harry needs to sign in order to transfer ownership of the design.   We send this info off to our designer.

Wednesday, May 30

Harry sends us the signed contract and all of the source files.  We are finished.

Thursday, May 31

I return to the Logomyway website.  I log in and provide my final approval, so that our designer can get paid the prize money.  And now that we have our logo, it’s time to design new business cards, update our website, change our stationary, and tackle other tasks associated with the use of the logo.  Back to work.