As a graphics designer, your major goal is not only to be very good at designing but to always get better at it. You should be a professional with the software (for example Photoshop, Corel draw, illustrator, and so on) you use. You should not be aiming at anything less.
No one wants to be mediocre in his job. You should be able to do your job conveniently and courageously just like a professional will, shouldn’t you?
But let me call your attention to something I have noticed.
Let me know if I am wrong about what I am about to say.
No doubt, technology has made life a lot easier; you can now do a design with a Smartphone. Therefore, we now have lots of graphic designers out there! For example, the picture below shows a design done by one of our mobile graphic design class facilitators at the beginning of the year 2020.
A simple and attractive design is done with a mobile phone App. This tells you that it is getting easier now. Get our ebook on how to do this for free on WhatsApp. Click the icon on your screen right now.
With this great advantage comes a greater disadvantage.
A new crop of designers emerged from this development and I hope you are not one of them. If you are, this is a time for you to have a changed mindset about design. Stay close as I unveil what I am talking about fully.
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Read the statement below carefully. In fact, read it twice, slowly.
A good designer should be able to craft out something crazy while doing any graphic design project. Right?
So many graphic designers out there want to design something crazy. I don’t know what crazy means to you but most of the time, what these designers mean is “it will not be simple.”
This kind of designer wants to create something very difficult, complex, and beautiful. They want to be able to design something that other designers will most likely find it difficult to recreate. I have seen some designers who add so much information to a logo design. These are designers that use fonts that are difficult to read.
This kind of designer is doing all of these to show creativity and uniqueness but eventually “overdesigns.”
If you are this kind of designer, can I call your attention to something very important?
Have you come to think of it that even a beginner can design the GTbank, Samsung, BBC, and other big brand’s logo? Why?
Because those designs are extremely simple. The craziness of this kind of design is their simplicity—not complexity as many amateur designers work so hard to create.
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Another crazy thing about these simple designs is how much they cost. Let me show you how the top ten highest-paid logo looks like. Pay attention to the logos as much as you look at the prices.
Top ten highest paid logos
Swipe left and take a look at that, and compare it to what you have been designing as a “logo”. Does it really worth it? Get more info about this ranking here
As a designer, you need to be able to come up with something that represents your client’s brand and make them see why it is suitable.
What if the client is very selective?
I know that some clients are very selective. While some are very authoritative—they want what they want and care less about the creativity of the designer. Some of them will even tell you the exact way they want their designs to look. Some of them lack the right exposure and knowledge about designs which is why they ask for a logo with so much information on it. For instance, a tailor needs not have a sewing machine, scissors, and tape on a logo; it is unnecessary.
I believe what birthed this mindset is the belief that branding has to do with the logo alone, they simply leave “target audience” out of the equation.
But as a designer, you need to educate them and make them trust your decisions. Also, make sure you understand the reasons for their demands, and see if it can be turned into something wonderful. Make them see a reason to trust your professionalism!
A brand identity designer, Tola Alabi, said that before you design a logo for your brand, check out the top 3 brands in that niche. Check out their logo and see what are they offering.
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Marty Neumeier once said something but I will paraphrase it. The statement reads: “When you have 20 customers, it simply means that you have 20 brands.” This means that your brand should be more about your prospects. Treat each brand uniquely and make sure they do not leave until they are satisfied with your service. This is the kind of perception a designer should have.
PS: TLConcept and OMAA worked on this content together.
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