I spoke with Charlene Li, the author of Groundswell recently. She’s smart. And she’s got a brand new successful business up and running. I’m on her RSS feed. So I was shocked and actually saddened when someone as smart as Charlene did this:
I’ve had good success setting up my own business at Altimeter Group but one thing I never got around to doing was getting a logo done. Last summer, I was briefed crowdSPRING, which is a marketplace for creative projects. So I’ve decided to put my logo up as a project there, where designers can submit their ideas.
Why put my brand logo design in the hands of complete strangers? Well, I figured that anything is better than the simple font-based brand identity I have now! I also looked at some of the existing projects that are on the site, like the logo design for Zodiac Tea — which has 360 submissions as of this post.
All for a $400 fee. That’s not smart.
It’s really disappointing to see this stuff happen from professionals. And it shows her total lack of understanding when it comes to branding and brand identity. Having hundreds of people guess at the soul of her company by drawing “pretty pictures” is insulting not only to the designers for participating but to professional companies who design strategic logos for a living.
Here’s her first comment to her post:
I agree. This from a woman that charges tens of thousands of dollars a day to her clients. Maybe she should just work for free (or $400) and if her clients like what she does she’ll get paid. Sad, sad, sad.
What say you kahunas? You think she’ll get a logo that leverages her brand identity (whatever that is)?