you've strategically hit upon the logo & icon portfolio and blog of UK logo designer Graham Smith — the original Logo Smith since '86.

Following up on my previous post Logo Design Contracts, Proposals and Invoicing – Share your Methods I have made a number of significant changes to my proposal and have made it available as a template download.
Although I have been in this creative business for many many years, it has only really been the last few years where I have gone freelance. This move to being solo and having to deal with all aspects of running a home based studio has been an incredibly tough learning curve.
I have made many mistakes both personally, privately and professionally over the last few years, I have let clients down and I have let myself down, and will no doubt continue to make mistakes and bad judgement calls. All I can hope is that each time I learn a bit more and limit the scope for bad things to happen.
Creating a more watertight and descriptive proposal has been one of the main changes.
To share
I thought it might be useful for others, to see the sort of things that I have felt important to include, so I have made version of my proposal availble as a InDesign Template and PDF file for you to download.

This is a variation of the one I use, some information I have changed for personal reasons, other bits are just relevant to me. I am sure aspects can still be improved and added to, but this is a huge improvment over the last version.
Firm in context
This style of proposal is quite ‘firm’ in tone, maybe more ‘firm’ than some of you may want or feel comfortable with. If this is the case, then reword and restructure to your own liking. It gives you the foundations to work from and sculpt into your own voice.
The reason I have opted for ‘firm’ is simply down to my own experiences and being let down by a few clients. In order to rebuild and retain a sense of control, firming up the context has been an important step. I realise some clients may be spooked by how I ‘come across’ in this proposal, but if you have nothing to hide then you have nothing to fear.
If someone has issues with any portion of this proposal then I encourage them to make contact, to discuss their concerns, initial firmness is balanced out with stressing that it’s ‘good’ to call and make contact via phone. This shows I am a person open to discussion – if you do call me, you will see how easy to talk to and how down to earth I really am.
I set a clear message from the start with this proposal, that I wish our business and relationship to be open and clear, to reduce doubt and confusion by setting clear targets and communicating what we both expect from the relationship.
I feel much more secure and in control with this revised propsal, so I hope it is of use to someone. I would suggest that you don’t use it completely as it is.
This isn’t a perfect design, it’s here for you to base your own design and content from, so please do alter the design, change the tone, add or remove aspsect to suit your own way of working.
Legal
I am sure this wouldn’t hold up well under a lawyers blood lusting eye, so please do not assume what you read in this proposal is legally watertight, frankly I have no idea. It’s purpose is more about sending a clear message to the client, the proposal sets the all important first impression, when the client first sets eyes on this proposal, they will hopefully see that I plan to conduct business. It’s not a scrappy quote or proposal, I clearly mean to conduct business in a clear and open mannor, this can actually be quite reassuring for some people. Not everyone, but some.
Open to feedback
If you have any suggestions or improvements on this revised proposal, please let me know in comments below, I am totally up to hearing your thoughts.
Consider this a ‘work in progress’. Any updates I make to my proposal, I will reflect in this post.
If you change it, add details etc, I would love to see an example of it. Maybe I’ll take a leaf from your book.
Download
I have provided a few file versions and bundled them up in a ZIP, so hopefully one or some will be useful.
Download Logo Design Proposal via Dropbox*
* file revised 21st February

Thanks a lot. I’ve been waiting for this one since your teaser on twitter. :)
Yes, I know :)
Graham, your willingness to share your challenges, experience, and tools you use is helpful both pragmatically and emotionally. Knowing the challenges you’ve experienced helps to make the potholes in my path a bit easier to take. And the dialog that you promote through posts like this helps to take what we do a step further in the right direction. Thanks for sharing … as well as the manner in which you share it.
I do it because it will mean I go to heaven.
Dang, how self serving. All this time I thought you were just being a nice guy! ;-)
LOL!!
Thanks for sharing.
Thanks for sharing.
Ironically as a designer of logos on occasion I got caught out by the “make sure it isn’t trademarked before requesting” bit…
Thanks for sharing… some good pointers… Paypal tax being one of them.
Ironically as a designer of logos on occasion I got caught out by the “make sure it isn’t trademarked before requesting” bit…
Thanks for sharing… some good pointers… Paypal tax being one of them.
I wouldn’t look at it as being Paypal tax, because as we all know, to claw back the fee from the client is against their ToC. :-)
However, you are able to include a handling/processing fee, just don’t call it out as surcharge etc. The important thing here is that I am not offering Paypal as an option, therefore, if a client requests it, it is against my preferred methods. Then this is their choice and they are fully aware that if they use Paypal, I am adding on a nominal handling fee to cover the delay and time with transferring the funds back out of paypal to my bank account, which all takes time etc.
A small handling fee is very reasonable in this situation where you are having to jump through a couple of hoops just to get your money back into your own street bank account.
If that makes sense I applaud you.
Thank you for the awesome template and detailed post! I’m not working as a freelance designer now but would love to make living as a freelancer in future…. This template will for sure come in handy later.
Genius! Thank you very much. I’ll share in my twitter.
Thanks! Always helpful. RT’ing it.
Great help, as always. Believe me, I have been searching for this quite a long time. Most of my local clients deal with no paper works, which makes me wired at times. Copyright, trademark and above all registration are still some buzzwords here in India. Dealing with clients happy to have their company names without a .com / .net and later forced to change it has became a trend here. I am on a mission, just started from my city having a vision to change ideally whatever I can I will do in next years to come. These documents certainly help me. Thank you once again, Graham :-)
Nice work Graham. I hope this helps with your future clients. Thank you for sharing your experiences and tools for us to learn from.
Am curious after reading David Airey’s recent post on a possible second book, if you’ve given much thought to writing a book of your own? The tuts, templates and advice you share on this blog should be more than enough to fill a decent sized book.
I’m sure it’s not easy to get a book deal done, but may be worth looking into.
As a matter of fact, last year I actually got approached by 3 publishers to write a book on logo design.
As awesome as it was to be asked, there is a huge commitment involved. As I am only in my 2nd year of freelancing I had to make a very difficult decision to turn down each of the offers to focus on client work.
Very hard choice, but I believe client work at this time is more important. A book can wait, should I feel I have the energy and time to complete it.
Also, as David mentions, the financial reward is very minimal, so ultimately, focusing on establishing my portfolio was more important.
Graham,
Thank you for sharing your insights and experience. I am always curious to see how others in the profession do things. I am excited to review and see what I can incorporate into my proposals.
Already a zillion comments but this is fantastic, so generous to share as it is such a difficult thing to get right. Thanks!
Awww, too kind. As I said, important to understand that I am not saying ‘this proposal is right’, I don’t think it’s possible to make one that is truly right for every one person.
But at least it gives you an idea of the direction I have had to take in order to reduce certain challenges within my workflow. Tweak, change as you see fit.
Thanks for sharing. I’ve been struggling with composing a half decent proposal that isn’t 5 million pages long for awhile. This is a great starting point for me to condense my own.
Excellent idea about sharing methodology on proposals for designers. I found that a very clear understanding of the final pieces that will be delivered, gives the client a lot of trust and helps him to locate his part of responsibility in the design process. I also wonder if there are differences on the way we solve this in Mexico
Thanks for creating & sharing this, always like to see how other freelancers cope with the myriad of tasks we encounter daily. Big fan of templates, even writing them helps refine thinking.
Cheers.
I really Appreciate this,
Thanks a lot.
Thank you so much for sharing your experiences (through these proposals) with us all. It’s very much appreciated! Have an awesome day!
Lynn
Very thorough proposal/contract. Thanks for sharing.
Just curious- How often do you have clients contact you regarding their concerns/issues/questions about the wording? Or do the majority just sign and return it?
Some clients may just ask for clarification or some may just need to hear me say it as well as seeing it in print. I get the odd ‘cold shoulder’ after sending the proposal, not hearing back from them at all, but I don’t tend to waste time or energy chasing them up. I’m busy with clients that are happy to work with me, so that’s where I focus my energies.
It could be a number of things that turned them off: a slightly restrictive proposal, too pricey, can’t do it in the timeframe they want, they just found someone else or just changed their mind.
But I don’t make a point of finding out why people don’t use me. Maybe I should, but as I said, I can’t complain with the amount of continuous work I have, so I must be doing something right for the majority of people; that suits me just fine. :)
Thanks for posting up the template and for sharing your experiences with clients. Such a big help for me as I start out on the freelance path!
Wonderfully honest. Honesty like this is brave… yes I’ve failed too but like you i’ve triumphed as well! The life of the self -employed can be hard!
Thank you Graham, very generous. You’ve done a great job covering all the bases.
What a great document. I’ve been trying to get more serious about the business side of freelancing as most of my clients and I have very loose agreements. This helps tremendously. (Will need to proof the copy some, but it’s a small price to pay.)
One of the first things I learned was to put ‘by’ in front of my name (by John Doe instead of John Doe). This means you are signing on behalf of a company and not personally guaranteeing whatever it is you’re signing. Back in early 2000s an intellectual property attorney gave a talk for our local design club and that was one of the little things she mentioned. It seems small but it has a specific legal meaning.
Hi Graham, I enjoyed seeing your proposal and may indeed borrow some of your language or attitude. I got a big laugh out of the reference to micro-managing under Cancellation. Talk about nipping that problem in the bud! Good job!
*It’s* is not interchangeable with *its*.
Thank you so much for this.
I didn’t read through all the comments, so I hope this hasn’t been brought up already. Adding page numbers would be a simple way to improve the document. I’ve heard of people trying to claim that they “didn’t receive that page” so they aren’t bound to the content of the ‘missing page’.
Forgot to say thanks so much for the great resource. Does the job and looks great too.
Thank you for this =)
I hope you don’t mind me asking but how were you able to do this? http://awesomescreenshot.com/027pesd8d