Being a Freelance Logo Designer – Its in the Small Print

Its in the Small Print

Over the forthcoming months I will be writing some articles on key aspects of being a freelance logo designer. These will not be image rich or terribly exciting visually, in fact visually, they will be bloody dull. They are practical issues that I have personally experienced in my time as a freelancer. Therefore, what I say is based on the situations I have found myself in, methods I have adopted to deal with such situations etc.

What is right for me may not be right for you. Ultimately the idea of these articles will be, at the very least, get you thinking. Although I am talking mostly as a logo designer, I am sure most of it will ring true for other areas of freelance design.

Some articles will be opinion based only, some will be chunks of advice, much like this article which covers the ‘small print’ copy that I have on my online quote form. I would ask that you pop over and read this page as it sets the scene for the rest of this post.

The reason I feel this is worthy of a post is that helps set the tone for the value of logo design, schedules and timings with potential new clients.

Why have I written so much

Some people have criticized me for including too much waffle on my online quote form page. There is a valid argument there I am sure. As freelancer designers, we all struggle with the perceived value of what it is we do, especially with logo design. I know for a fact that there is not one designer out there who has not been touched with demoralizing chants of ‘how about a free logo design“? or “do it for a beer for mate“. Yes, these are cliché examples, but not far from the truth.

As designers, more so as freelancers, we do have to lead the way and move confidently when dealing with this perceived lack of value over what it is we do. If we allow ourselves to be repeatedly manipulated and walked over then we are doing our selves a huge injustice, not to mention lowering the stakes for all the other designers out there who will in time suffer for our inablity to act strong and confident.

You can bitch and moan all you want, and for sure, it feels good, but rarely achieves anything.

Clients will often look for the best deal and some clients will recognize that good money needs to be spent on quality design. So we have to be able to talk to both sets of clients, often without first knowing which of the two categories they fall into. Will we insult or patronize them, or will we buckle under the fear of desperately needing that next job, regardless how cheap we go?

So yes, it is down to us to ensure this perceived value of our craft is upheld and raised significantly so that Joe Public, in time, will get the message that what we do is skilled work, no different from the engineer, architect or musician. But at the same time walking that thin line of diplomacy.

Lay it on the line and Communicate

My method to deal with this was to be upfront about the whole perceived value of my skills as a freelance logo designer. To make it clear who they are dealing with but in a relatively neutral tone. That I value myself, my skills but most importantly, I recognize the value in providing and delivering a quality job to the client. The only way I can achieve this is through mutual respect and each other knowing who they are dealing with.

The more they know about me, my skills, the more they can justify investing good money. It’s simple human interaction. It’s a trust thing. Don’t ever forget we are often dealing with clients and the entire project without ever meeting face-to-face. One must somehow reduce this barrier and make is possible for communications to be transparent.

On my quote form I give them the option to call me or Skype me before they have even filled in their name. Some people need that reassurance. More so if they are a client who understands that good design is a solid investment. Don’t you want to do everything in your power to ensure that this client, the client who is prepared to pay you good money doesn’t leave your website because you don’t offer any basic communication methods? Even if they don’t use it, the fact you have made it available is so very important.

So yeah, my online quote form is quiet a beast. Lots of text, and lots of questions. But it works, at least for me anyway. I am sure I scare some clients off with the seemingly endless river of questions, but then hey, if they can’t take it seriously at this point, I feel I am better off without them.

My quote form acts as a filter so to speak.

This was intentional from the beginning. It weeds out those that want to hurry and don’t value what it is I do. If they have read my ‘small print’ and they still can’t be bothered then Im not loosing any sleep over it.

I know I am doing what I can to educate, to inform and place myself on a firmer footing before I even speak to that new client. And hopefully they will have more confidence in me exactly because of what I have laid out in front of them.

Transparency = Trust = Respect = Value

Im still tweaking my quote form and the accompanying text almost on a weekly basis.  It’s still trial and error for the most part. As my own business expands, my needs change. So I try to ensure that this ‘small print’ remains true to who I am and what I do. But I do hope it gives you an idea about how one could help raise the perceived value of what you do, before you have even made first contact.

Don’t assume clients know the first thing about what you do and how long it took you to get their. This is no fault of theirs, its just how it is for a lot of professions. So we need to fill in these gaps. The better we can anticipate likely questions and concerns and do something positive to alleviate this, the more that trust will be grown. That means a ‘home win’.