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The Client Project Budget: Just one of a few tricky, and challenging, aspects of being a self employed freelance logo designer.

Well OK.

It's not tricky if a potential new client appreciates and understands the value of good creative work, as well as the importance and value of a quality logo brand design, and provides you with a whopping budget that you could almost semi-retire on…

I'm specifically talking about receiving a new work Enquiry, from a potential new client.

For a brief moment you're really excited to get that new enquiry; it may have been a few weeks since the last one, and you're scratching in your pockets for all the loose change you have.

For the first few seconds of reading about this new potential logo design job, you're still excited; it sounds like a really cool and interesting job to design a logo for.

But then…

But then you see their allocated project budget, and a little bit of your soul and sense of self just melts away.

Worth mentioning: this doesn't automatically mean the client doesn't value good skill and workmanship; they could well have the greatest respect for your skill set, but not every client does have the funds that we'd ideally need to do the best possible work.

Then there is the flip-side: the client who expects the world for the smallest possible outlay.

What Do You Do?

So you could just bite the bullet, and do a Proposal for the amount the client has indicated.

You know it's worth more, but maybe things are really tight your end, and you're just thankful for ANY job at this moment in time.

Sure, you still take the job on, but are forever resentful of the client, and this can ooze itself out into the quality of work you do, and that's not always a great thing.

Worse still: you could just turn the project away because you don't feel happy about asking the client increase the project budget.

So is there a solution?

Freelancers: It's OK to Ask a Client for a Bigger Project Budget

It's absolutely OK to ask a client to raise the project budget if you feel that the brief warrants it, especially if you feel you could really enjoy the working on this logo.

In my experience: clients putting down inadequate budgets, for whatever the reason, is quite common.

I've now become accustomed to replying back to the client, with a counter offer on the table.

I don't like turning away any job, so I'll always now ask the client if they have the means and resources, in which to raise the budget.

I'll obviously explain my reasoning to them, so they at least know I'm just not trying to milk-it

It's really very important you can sincerely justify the extra cost to them, otherwise it's just not worth going down that road.

Give the client a Choice

Sometimes their specificed budget is kinda on the line. By that I mean: the budget they have specified is 'OK', but if you were able to have just a little bit more, it would mean you could spend that little bit more time, which you know would be of value to the design process.

Sure, you could do the job for this budget, and you'd be very happy to do so.

However, if they client was able to compromise somewhat, then it'd mean you could spend just that little bit more time: exploring other avenues, adding that final layer of polish, not rushing it, etc.

In these cases I give the client two Preliminary Proposals: the first one has the budget that they initially suggested; the second Proposal has the amount I feel would be a more overall reasonable price.

I don't always send the same worded email, but a recent email I sent went something like this:


Hello John
Firstly, thank you for reaching out to me and considering me for your logo design needs, much appreciated. Also, thank you for taking the time to fill in my brief, which I have attached for your records, along with the Preliminary Proposals.

So you’ll see that I’ve actually included two quotes: one for £850, and one that covers the £850 - £1500.
I’ll just quickly explain why:
For a project such as this, and with the information based in the brief, I’d usually be looking to budget closer to the £1000+ range.

When I read a brief, and I feel that raising the budget would be of value, then I do feel it is important to at least mention this to the client.

It’s not so much that I can’t do the project for what the client has indicated; it’s more that I could do a more thorough job if there was more time available to me, in order to do the best possible work for my client.

Unless there is some major discrepancy in the brief and a clients proposed budget, I always try to honour what the client has selected for their budget.

I will therefore very kindly ask: if you do have the means to move ‘upwards' in your initial budget range £550-£850, then it’d certainly be appreciated, and would certainly be beneficial to the project.

I of course understand that this is a big ask, so please be sure I’m not trying to do anything underhand.

I will stress that I am completely happy to do the project for the £850, should you not have the means to increase the budget—If I felt I could not do the project justice, for a certain amount, then I’d not take the project on—but allowing for more would give me the extra time investment I feel this project could certainly benefit from.
Please let me know your thoughts on the above, and If I can be of any further help at this initial early stage, please do not hesitate to shout.

Look forward to hearing from you soon,
Kind Regards
Graham Smith


In my experience, the client has nearly always been very happy to increase the project budget, if they are in a position to do so.

This not only makes the project more attractive, it also helps establish some honesty and openness with the client, which I feel is really important.

It's the way you ask

Obviously, this only really works if you ask nicely, and justify the rationale behind the request.

It's important to ensure the client doesn't feel they are being 'coerced' into raising their budget, but that they full understand the value and positive reasoning behind paying more for your creative services.

If you ask nicely, then you really have nothing to lose. I don't think a client would ever begrudge a designer from being open and honest, especially if you provide them with options.

If you have any questions on the above, then please feel free to leave them in comments below.

Some of you designers' may already be familiar with a few very challenging problems that I've experienced with VERY unscrupulous clients, and a very rigid and 'you are guilty until proven innocent' approach by Paypal.

Some of my top-tips are at the end of this post:

Several times last year, after completing several freelance logo design projects—in one case the client actually stating that my work was good, and was just what she was looking for—subsequently filed an 'Item not Received' dispute with Paypal.

The long and short of this means: Paypal immediately put my funds on hold, and actual debited my Paypal account with the amount being disputed, which in one case was £1000, until the dispute is resolved.

Resolving these disputes is incredibly time intensive, very frustrating, and so stressful, not to mention he financial burden.

If you feel that the client will win the dispute, even though you have proof that they DID indeed received the logo designs after spending a solid month on the project, then this obviously leaves one very financially ducked.

I'm happy to say that in each case, after I submitted a considerable weight of evidence in my favour, the disputes were finally resolved in my favour.

The process took weeks to resolve, so that's a lot of needless stress to be dealing with when you're trying to work with other much nicer clients.

Not the end of the Story

After seeing that a VERY small minority of clients tried to screw with me, ultimately trying to get a logo design for free, I decided to limit my use of Paypal to receive project payments for new work.

However, I would still use it on very few occasions: mostly when I had a good previous relationship with a client, but also using a more bullet-proof contract, and work-flow (to prove that I had done my job, and that also to prove the clients have also seen this work).


Last week I woke up to find an email from Paypal: one of these past 'clients', even though they'd tried to get a full refund from me by filing a dispute, which inevitably went in my favour, that the client had now decided (a full year on) to file yet another dispute.

Apparently they weren't happy that their scam backfired, so wanted to try again!

This time they were using a chargeback process on the debit card, issued from their bank, which they had used to pay me, which was linked to their Paypal account.

This was a total surprise, and frankly shook me to the core.

Once again, I was now £1000 down in my Paypal account, and once again I had to provide proof that I had indeed done my job, and delivered the final logo designs etc.

That I had already been completely vindicated the first time around, it apparently means nothing when a client decides to go through their bank, if they had used their linked credit card.

In this case Paypal are basically supplying all the proof/evidence that I submit, back to the clients bank, and then the case is dealt with with Paypal an intermediary negotiator.

I'll leave my upset ramblings there, because the whole system with Paypal is so messed up when a 'buyer' decides to pull a fast-one.

A Fair Warning

I'll end with a big warning to any of you freelance graphic and logo designers, who still use Paypal to receive payment.

There is no guarantee that a client may choose, at any time, to file a Dispute, not once, but twice (with apparently no time restrictions in place, and even if the first dispute was settled in your favour, which is just utterly ludicrous.).

Even if they have said they were completely happy with the work.



Some Tips to Avoid being Scammed by a Client

There are a few things you can do to protect yourself, in order to help yourself provide the evidence needed to show Paypal in such a situation.

  1. Use a project management application—I use, that allows both the designer and client to add comments, and also 'Approved' notes to any design.This basically shows Paypal that the client had indeed seen your work, and that you were doing what you were being paid for. Even better if you can get the client to 'sign-off' on an idea during the project.Without showing the clients comments that had expressly stated she had both seen my ideas, and also liked them, I'm not sure I would have won the dispute.
  2. Keep all emails (sent and received), take screenshots of any correspondence that show the client has been seeing your work, your progress and any positive comments and/or feedback they have given you.
  3. Ensure they have signed acceptance of your Contract and/or Terms of Conditions, and ensure you get a copy of this signed documents before starting.I use Bonsai to provide my digitally signed Contracts, that has several clear clauses/explanations of what will happen if a client decides to 'play dirty'.It's shame one feels the need to do this, but it sends a message.
  4. Based on this recent 'Chargeback' fiasco, you're not even really safe using Credit Card services like Stripe etc, as you're still open to a client deciding to file a Chargeback dispute, leaving you in exactly the same position as I am at the moment.The only real safe option is to use the tried-and-tested Bank Transfer, Cash, Cheque, PO, Western Union, etc for all monies sent by your client.
  5. An obvious one is not to use PayPal, but this is not always convenient for many designers etc.If you still need to use Paypal, then if you adopt the above, although you'll not avoid having a 'Dispute' being raised, you will be in a good position to win the Dispute with the evidence you have, such as I have on two occasions.

Rest assured, once this current dispute is resolved, either way, I'll absolutely be termination my PayPal account, as not knowing if a client from last year, or year before suddenly decides that they need some money, and tries to file a Chargeback dispute from their bank via PayPal.

I simply cannot live with that uncertainty any more.

Any questions you want to ask, or any other tips you can share, then please do so in comments below.

Previous Posts on Paypal

You'd think with all my bad experiences, and rants and moans, that I'd have learnt my lesson by now, but I'm simply too trusting, and hate to think the worse in people.

However, this current situation has completely thrown me over the edge, so no more 'trust' with Paypal.

  1. Graphic Designers: Avoid PayPal ‘Item not Received’ Dispute
  2. Using Paypal Safely
  3. Paypal a Curse for the self employed designer


Challenges Facing Freelance Logo Designers and NDA's

The Challenges Facing Freelance Logo Designers and NDA's

Thought I'd share a letter I once wrote to a client, regarding some compromises on an NDA (Non Disclosure Agreement) I was asked to sign, for a logo and brand identity project.

The challenge was that my client was an 'agency', acting on behalf of their client.

My role was to produce 3-4 logo concepts, that 'my' client would show their client. Their client would then choose 1 of those concepts for us to move forward with.

I felt it addressed a number of issues that I had been worried about before in other, but had not had the 'courage' to raise them with the client.In this case, I just felt I needed to raise these recurring concerns.

I'm very glad I did, as the client is question was only to please to accommodate my suggestions, which made it all the easier.

I have since added these points to a Contract template that is used in response to signing any further client NDA's.

The biggest lesson learnt here: Don't be afraid to question the NDA, if it doesn't 'flow' with your own contract, or way of working.

Note: I've pretty much just copied and pasted this letter as I wrote it, but obviously removing names etc.

The NDA Letter

With reference to your NDA and contract: I do have my own contract, but this may conflict with some of the aspects in the NDA, which isn’t a problem as I can change it as required.

The main topic of interest: relates to 'Ownership of Copyright’ of the logo design ideas submitted to you, and also my usual approach of putting my finished logo and graphic design work in my portfolio.

Ownership of Copyright

Typically, with OoC (Ownership of Copyright), this automatically passes from me to you once the balance has been paid ( I do also sign a form that I send clients showing Transfer of Ownership)

It is at this stage when I’d usually release the final digital files, concepts to the client.

No final balance; no final files or Transfer of Copyright.

One Logo Design Idea

The other issue is that the client will only always get the copyright for the one chosen logo design, and none of the passed-up previous concepts, ideas, sketches etc. 

In this case, the NDA would conflict this rule of mine as I am to present you with 3-4 logo concepts which you are to show to your own client.

If your client doesn’t go with any of the ideas, then this is a bit of a grey area: you would have 3-4 ideas, that you’ve paid for, but yet I would ordinarily only allow for 1 idea in relation to Transfer of Copyright. 

This is meant to protect me from a client using any of my previous ideas, that they’ve previously passed up. I might have created countless sketches and vague concepts, maybe a handful of more polished digital ideas, but my client will only ever get ownership of the one chosen idea.

I’d need to make some kind of provision that you are not permitted to use my concepts (except 1, as you have paid for that) for other works’/clients’ if your client doesn’t select any of mine.

Also, this would apply if your client does choose an idea, this means the other remaining concepts cannot be used or repurposed, by you, for other clients/future projects etc.

In Conclusion

• If your client awards you the pitch, and we get the go ahead to progress with one of the concepts, only this 1 logo design concept would be covered by the Transfer of Ownership of Copyright. 

The remaining logo concepts remain my ownership, but I’d adhere to the NDA and remove any mention/reference to the clients brand name etc, obviously. This would allow me to repurpose a logo mark, for example, that they passed-up, for another client. Not clear at this point if the Ownership of the chosen concept eventually goes to you, or to your client.

• If the client doesn’t award you the pitch, then you are only permitted to use/repurpose one of the concepts I’ve created, for any other project/client you see fit in the future. You’d  just need to let me know which one, and I’d arrange the Transfer of Copyright etc accordingly.

Showing of Client Works

Typically, after a project is complete, and the client is happy etc, then I’d put the logo design on my portfolio, external portfolios, and usually blog about the project etc.

I understand the NDA prevents me from doing this initially, but I’m not sure if this is a ‘forever thing’, or time limited?

So for example: you win the pitch, and we work on a final version of the logo. Would I, at any point in the future, be able to put this design in my portfolio?

Sorry for all this, but I’ve been burnt before, and seen other designers’ in a similar position see a number of their ‘unwanted’ concepts actually being used.

I hope this all makes sense, and feel free to suggest edits/amendments, then I can include this in my Contract and send it to you for your approval, along with the Invoice.

Logo Designers: Don't Promise Deadlines

As a graphic designer, I'm sometimes asked to 'promise' an urgent deadline as well as providing a logo design the client loves: Don't Promise Deadlines.

Somethings one can promise; other things, however, would be foolish and irresponsible to promise.

When a client asks me to promise, guarantee, or even stipulate in the contract, that the project will be completed by a certain date, I absolutely refuse to make this promise. Not because I'm being awkward; because I simply cannot keep that promise.

As a Graphic Designer, what shouldn't I Promise a Client?

So this is easy: don't ever promise a client that you can 'finish' a logo design project by a certain date.

If a client is really pressing you hard to commit to a deadline, you still need to try and avoid getting tied up with promises that are almost impossible to keep, or certainly guarantee.

But Why Can't I Promise This?

There are various reasons that make it almost impossible for a graphic designer to promise, and guarantee, that they'll have a logo design, that the client likes, by a fixed date. Even more so if the schedule is urgent, or needed in weeks, rather than months.

The main reason, that's beyond a graphic designers control? You can't usually foresee, with absolute certainty, which idea a client will really like.

So if you can't know when/if a client will like any submitted ideas, how can you then guarantee that you'll come up with something they'll like by a promised deadline?

What Can I Promise then?

You can promise that you'll have either a set number of logo design ideas, or a at least a few by a certain date. This is much more realistic, and is certainly something you can promise.

I'll promise a client, without any doubt, that I'll have at least one idea, and likely a few ideas, by the clients deadline.

What you can't promise, off the back of this, is that the client will like any one of those designs. 

I'll make it abundantly clear that: my promise of delivering logo design ideas by a deadline, isn't the same as: promising the project will be completed by that deadline.

I'll also make it very clear that: I'll obviously try my very best to meet any suggested deadlines, but the client must be aware that the project could well run past their ideal deadline, and to make accommodations for that.

The shorter those deadlines are, the less likely the design will be as well researched and thought out, as one that doesn't have restrictive deadlines.

Keep it Real

When all is said and done, we graphic designers are mostly not miracle workers, when it comes down to the VERY subjective nature of graphic design.

We cannot usually predict how a client will react to any presented design, and we certainly shouldn't make promises that we simply cannot keep, even if we really feel we are the best logo designer in the world.

Remember: By all means promise a client you'll have x-amount of ideas by a deadline, but you cannot promise that within this initial bunch of ideas, will be one the client likes.

Don't Promise Deadlines: It's just not a wise, or appropriate thing to promise.

The very least you'll have some constructive feedback to work off, and hopefully you'll have narrowed down the creative directions that you can take. Once the client sees you are working, and delivering evolving ideas, this is usually enough for the client to ease of the gas pedal, and give you the time you need.

This year I have heard a similar saying from several clients, and it always intrigues me as to the psychology of it. I don't know if it's just me, or if this is a relatively common experience amongst designers?

It typically happens midway during a project, or more specifically at a point where the client is clearly feeling a sense of frustration at how I'm seemingly failing them as a designer.

Its Just Not Your Usual Quality Logo Design

The 'it' appears to make them feel that they are the one and only client where it looks like that I'll not be able to deliver quality logo designs that they were expecting, and hoping for.

After all, as they say, they hired me specifically based on the, "exceptional quality logo designs in my portfolio" (their words, not mine), and would just like me to design them the sort of quality logo designs that I have previously designed!

I just find it interesting that this sort of behaviour is pretty new to me, and I'm trying to work out why someone would feel that, for whatever reason, I'm failing to deliver the style/quality of work they have counted on.

From my perspective, and each and every time this has happened, I know in my heart that the quality of the logo designs are up to my usual standard, if not much higher.

Yet, even with all my explanations, rationalisations, justifications to the various designs and concepts I have so far delivered, some clients feel they are not getting the 'value' they were hoping and paying for.

Which obviously makes me pretty sad, and makes for a pretty frustrating time. Self doubt also right up there with the inner turmoil of feelings I experience.

On the one hand: I'm busting my gut, as I always do, to try to constantly and consistently out-do myself (and I believe mostly succeeding), to keep pushing the boundaries of my logo and brand identity designs where ever possible.

Yet, on the other hand: each time I feel I have designed something truly awesome, and completely appropriate for my clients needs, I am faced with this increasingly occurring reaction:

"We hired you, over the other logo designers, because we loved the simplicity, the creativeness of your logo design portfolio, and felt your experience and particular design style would be a perfect match for our company. However, we have to be honest and say we feel you are not delivering the quality of work we were hoping for, yet know you are very capable of."

The last project that this happened with was with a client that ended incredibly badly, and I wrote a lengthy post on the whole disappointing attitude and behaviour of this particular client: A Cautionary Tale: Advice in Using PayPal Safely When Accepting Client Deposit Payments 

I have a number of likely theories on why this seems to be occurring more and more, not to mention how I might better deal with the resounding 'lack of confidence' the client clearly is experiencing at that point, and anything I can improve in my own communications.

But right now, I'm just really oddly fascinated with the relatively apparent sudden onset of this behaviour. Curious.

A recent postAttention Freelance Logo Designers: Let Us Talk The Signing of an NDA, saw me waffle on a little about NDA's, and not inadvertently falling victim to what can be some pretty crippling limitations.

When you design logo and brand identities for a living, the freedom to then show, exhibit, promote and generally show-off all completed works, is a fundamental necessity to ensure ones own continued business success.

NDA Limitations

As I mention in the letter template below, I have been caught out on occasion by hurriedly signing an NDA before really reading it, or more specifically, trying to understand the legalise presented in the NDA.

Sometimes it's not at all clear what actual limitations are placed on a designer, and the bigger problem is not the 'being quiet during a project', but the often times unrealistic limitations in the showing of completed works after the project is completed.

Some of these limitations, other than the usual, and expected: "Not being able to discuss the project during the development of the project", could be:

  • Not being able to show your work in your portfolio, for 6 months or longer, after the project is completed, even though the client/agency is actually allowed to show your work, on their site, immediately.
  • Not being able to show/promote any completed logo and brand identity work at all, after any period, whatsobloodyever.
  • Not being able to show any unapproved designs/concepts—Can understand this one.
  • Not allowed to take credit for your own design, as the intermediary agency will claim all copyright to your work—this one I hate with a vengeance.

The challenge with an NDA, is that they are often having to be signed before a designer can actually present their own particular Terms and Conditions, and with mine I have explicit demands when it comes to how I show, present, show-off all my completed works, unused logo design concepts etc, such as this in my Logo Design Proposal:

All preparation materials, sketches, visuals, including the electronic files used to create the project remain the property of Graham Smith. The final artwork/digital files will become the property of the client mentioned in this proposal ONLY upon final payment of the project.
If final payment is NOT received as agreed, and set out in the initial proposal, all designs and concepts will remain the property of Graham Smith until payment is received. If there are issues with final payment, I reserve the right to reuse or amend any of these ideas for other clients, or to be used freely as concepts in my portfolio.
Graham Smith reserves the right to show any artwork, ideas, sketches created for this project in a portfolio as examples of client work. This can be during the project, and also on completion. If you have any specific ‘secrecy/stealth mode’ requirements, please mention this before agreeing to the proposal.

If a new logo and brand identity project is going to impose an almost indefinite 'quiet period' on my work, then I will think very hard about whether it's actually worth taking the project on.

Let's suppose this new project becomes the best one you have ever created, and it would be the one piece in your portfolio that perfectly demonstrates exactly how creative, talented you really are. How gutting it would then be to realise that you'd not be able to show it in your portfolio, and even worse, maybe not even getting the credit for the design!

Not Being Able To Take Credit For Your Logo Design

This is one other part of an NDA that needs to be checked, as some do actually stipulate that the client, or intermediary agency, will take full credit for your design and work, leaving you completely out in the cold, other than the pay cheque.

So anyway, when I'm presented with a new lead and an NDA to sign before they share any project information with me, I'll send a letter a little like this one below. Feel free to use this letter as is, or adjust it to your own requirements:

Dear Sir/Madam,

Really great to hear from you, and thank you for reaching out to me for your logo design. I just have a few questions relating to your NDA before I go ahead and sign it for you.

I have, in the the past, been caught out with signing NDA's before I have been able to present my own Proposal, and Term's of Condition's.

I have been presented with quite heavy restrictions on when, or even if at all, I'm able to show/present the final works in my portfolio, which were not immediately clear in the initial NDA.

As logo and brand identity design is what I do for a living, any logo works that I complete are an essential part of my business survival, and the presenting of all new works, in my portfolio etc, is an absolute necessity.

I do completely understand, and respect, the need for secrecy during the project's duration that requires the singing of an NDA, and I don't have any issues with this whatsoever. The challenges and problems have arisen after the project has been completed, and fully signed-off.

I would just like to confirm with you that I would be able to freely present the work, in my portfolio, and other promotional means, after the project is completed and signed-off, or are there likely to be be significant restrictions in place preventing me showing the completed work in my portfolio? 

I would also like to confirm that full design and development credit, for the logo and brand identity design, remains in my name?

Look forward to your reply.


Ultimately, signing and accepting any limitations in a NDA is completely down to your own personal choice.

For me, I find some of restrictions boarding on the arrogant and 66, and am very cautious about signing any NDA that comes my way.

Even before I do sign an NDA, I'm not afraid to swing a number of questions back to the client/agency to clarify the various concerns I have outlined in this post. It's actually quiet scary see how many restrictions start to leak out, that are not clearly explained in the actual NDA

I certainly understand that choosing the right font for a logo design can seem to some clients to be a complete mystery that will get them so worked up that they refuse to want anything to do with it.

I guess with some clients that might be a good idea, but there are certainly some clients that might be better at selecting a font than they themselves realise.

I'm not necessarily talking about giving a client a 'blank sheet' and expect them to do your job for you, neither am I suggesting you SHOULD always give your client a choice, but there is place and time during the course a logo design where a clients input might make the client feel more part of the design process.

I know it might seem obvious to some of you, but I do know some designers who refuse to allow their clients any where near making a font choice because said designer has already got the final design signed-off in their head, even if the client doesn't know it yet.

So I thought I would just scribble a few words about this important part of the logo design process.

I often find myself asking the client to choose from a selection of fonts that I have carefully and thoughtfully sifted though, often after days of searching and scanning 100's and 100's of options.

Yet when I present this carefully curated list of font options the client can often remark, "I don't know what I'm looking at because I know very little about fonts." This is a honest response, but I also then feel that a client can make the idea of choosing a font to be so hideously difficult that they simply shut-down at the very idea of being asked to make a choice.

Font Choices

It's important to explain to the client that you would not allow them to make a drastically bad decision, or choose a font that technically or aesthetically is totally inappropriate, but at the same time giving them some confidence to take part in the evolution of their logo.

If you don't make it clear that you are the font 'gate' keeper, then they might reasonable presume they could choose completely the wrong font which is where the anxiety usually comes from.

Often at this point in a logo projects evolution, the logo mark has been signed off, the general style of the font has also been approved: say a strong serif font (see above for Viva Chocolat: I used this selection as the final selection for the client to choose from, but I did thrown in a wild card).

You've found a selection of approximately 12 serif fonts that you feel would work, but now would like the client to see if there is one from this 'final' selection that they like.

It's not them choosing life or death here, it's giving them the opportunity to make a style choice that's not going to break a logo into a million pieces.

I might say to them that it''s more about looking at a font style as a form of dress or suit: does it fit the body shape well, is it styled in a manor that is pleasing to you, and overall does it look appropriate to represent your brand.

One will know if a suit or dress is inappropriate for a certain event, we even know what's acceptable for just going down the pub on a Friday. That decision would be much much easier then if you had your partner pick out 6 suits/dresses for you, and asked you to choose one knowing that all 6 would be suitable.

All you need to do now is not worry about picking a suit that is going to be a disaster because you trust your partner to know exactly what is appropriate, so you can now breathe a little easier knowing that you can now choose one that best reflects the look you want to give.

The client needs to know that you have carefully selected a range of fonts that any one of would work, but one will, or could be, more preferable to the client even for a reason they might not understand.

Simply might just be a gut feeling, or something else as to what font they choose.

Asking a client to choose a font doesn't need to be a massively anxiety filled decision, or even one that is technically or right or wrong.

You can also encourage them to try and give 'simple' reasons for any choice they make as they might surprise themselves, and you for that matter, by actually coming up with something that is valid and appropriate.

"Ultimately I wouldn't let you choose a font that was totally wrong, inappropriate in any way!"*

*Although there are cases where a client will insist of a font choice that is a complete disaster even after your passionate pleas to listen to reason. Sometimes you simply can't get through and have experienced reason taken seriously.

Graham Smith

Ask Graham a Question on Logo & Brand Identity [AQFG]

If you have a question or issue that you need a hand with then please take a look at this post: and feel free to whip me a line.

I'll try my best to address it in a unique blog post so that you and others can hopefully get some use from it.