A New Look to Graphic Design for Business

I have to admit: I was a skeptic. Was it really possible to use the web to engage design professionals I’d never met on a design project and come out with an acceptable result?

With much trepidation, last week I set up a contest on 99designs.com to create a new logo for my newly renamed and rebranded consulting business. The process is that you provide the parameters for what you’re looking for and offer a prize for the winning design. As designers submit entries, you provide them feedback and they tweak their designs to give you exactly what you want. While it’s possible to guarantee the prize, I decided not to do that since I wasn’t sure of the quality of what I’d get.

The expectations from 99designs were that I’d receive between 30 and 60 designs. In reality, I got more than 370 submissions from designers all over the world. Some of those entries were iterations on designs I’d found appealing but wanted to finetune, but still there were probably over 250 different design concepts.

Some of the entries were, to be blunt, pretty horrible. Several designers had either ignored the specifications I’d set up or decided to try something different, and a few were just way off base. Many other submissions were mediocre, and some I eliminated because they were clearly derivative of other existing logos.

However, that left a surprising number of very good, very creative, eye-catching designs. I found one I liked a lot and was ready to choose it when I saw I had the ability to hold a poll and get others’ opinions.

I chose 8 designs and asked friends, colleagues and potential clients to tell me what they liked and didn’t like. My impromptu focus group provided very interesting results: The logo I initially liked the best didn’t test very well and some of the comments provided made a lot of sense. Not everyone agreed on their favorite logo,  but this gave me enough input to go back to the designers for additional modifications.

[This process made me think of the recent Gap logo fiasco, where Gap introduced a new logo on a Friday and by the following Monday enough people had trashed it on Facebook and Twitter that they rescinded it and went back to the old one. Didn’t Gap consider doing a customer focus group to get input the way I did?]

The result is the new logo you see at the top of this blog. It’s clean and fresh and catchy and nicely highlights our new company name, Leverage2Market Associates. The entire process with 99designs was simple and straightforward. Once I chose the design, the designer transferred copyright and design files to me and I authorized payment to him.

The next step in this process will be the launch of our new website, www.Leverage2Market.com. Stay tuned–that’s coming up momentarily!

This entry was posted in Branding and tagged , , , , . Bookmark the permalink.

3 Responses to A New Look to Graphic Design for Business

  1. Not everyone’s value is the same. Graphic design is important,and sometimes it represents your company culture. There’s reason why many people choose BPOVIA. They believe in their capacities, and they never feel disappointed.

  2. Wes says:

    370+ designs? Seems a bit overwhelming & time consuming? Did you find that wading through all of those designs was worth the effort in the end?

  3. Linda Popky says:

    Hi Wes. Actually, these came in small groups, 10 or 20 at a time. I responded by grading the ones I liked and eliminating the ones that were not of interest to me. Then designers submitted additional new designs or iterations of previous ones. Additional designers saw what I was grading higher and submitted new designs that were in a similar vein.
    So I didn’t look at that many designs at once, but it was an iterative process–and quite effective.

  • Upcoming Events

  • What’s New

    LISTEN: The Inspired Leadership Show with guest, Linda Popky. Discover secrets of being an effective leader thru communication, positive influence and sustainable productivity.

    Article: By any other name: Beyond Meat grows beyond belief. Linda discusses how to leap forward with business innovations on MultiBriefs: Exclusive.

    Article: A climate of change: What should your organization do?. Linda discusses how climate change might impact your business on MultiBriefs: Exclusive.

    Article: Two Successful Female Business Partnerships on Life Lessons at 50 Plus. Linda Popky and Lisa Anderson who talk about being co-executive directors of the Society for the Advancement of Consulting (SAC).

    Podcast: "We Built This City" - Linda Popky shares stories about her 40+ years in tech marketing in Silicon Valley. She says, "Don't ever listen to somebody who tells you you can't do something." - Listen!

    SAC® Press Release: "Consulting Society Announces Winners of First Consulting Award" - Linda Popky talks about Corrie Shanahan for whom the award was named. – Read release.

    Podcast: Linda Popky interviews Jono Bacon who explains how important it is for businesses to build strong communities.  - Listen.

    Take our Marketing Above the Noise Assessment.

    Video: Just a Moment for Marketing: One-minute videos that focus on a marketing tip or anecdote. – View over 100 videos.

    eBOOK: Top of Mind: 101 Insights to Transform Your Business
    Purchase PDF or ePub book.
    Top of Mind

    Book Video Trailer How can your message be heard in today's crowded, chaotic environment? Learn more about Linda Popky's new book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters, in this short video trailer.

    Harvard Business Review: "Identify the Marketing Metrics That Actually Matter" by Linda J. Popky - Read article

  • Read Our Blog

  • Subscribe to the Top of Mind Thursday Newsletter

    Free articles download with sign up
  • Marketing Above the Noise

    Introducing Dynamic Market Leverage™, an approach to help cut through the clutter, stand out, and effectively build business.

    Marketing Above The Noise

    What's Inside Available in Hardcover and eBook formats