Lately, I’ve been thinking more and more about logo design versus identity design, the difference between each, and what each means to a small business. Paper Leaf works primarily with small businesses, and we complete a variety of work: one-off logo designs, websites, and entire identity packages (logo, print, web all at the same time). With this experience, we’ve seen the difference between selling identity design to a client and selling logo design to a client. If you’re not already, you should be selling identity design to your client, not just logo design. Let me explain.
Right now, logo design seems to be exploding in popularity and availability. There are tons of logo design galleries out there, and the oft-bashed logo design competitions as well. If you’re a freelance designer or a small design firm, chances are you’ve received quite a few inquiries from potential clients regarding designing a logo, and only a logo. The reasons logo design is requested vary: perhaps the budget is small; perhaps the client doesn’t know the benefits to developing a cohesive identity; perhaps the client feels everything outside of the logo, design-wise, is fine; or maybe the client wants to dip their toes in the waters of working with you instead of jumping right in. Regardless of the reason, designers are often asked to complete logo design projects. This is fine, but it is not ideal for you or the client.