Logo Design Love » Articles

The folly of logo design SEO

David Airey — Wed, 14 Apr 2010 23:01:17 +0000

Here I share the often shady SEO tactics in the “logo design” niche, and highlight what you’ll be competing against, should you choose to.

Let’s start with a little context.

A quick Google.com search for “logo design” pulls the following top 10:

logoyes.com
logoworks.com
logodesign.com
logodesignguru.com
thelogocompany.net
logomaker.com
logoblog.org
logomyway.com
e-logodesign.com
logodesignworks.com or logoinn.com (interchangeable)

Most of these websites have been running for many years, and have generated a huge amount of backlinks (SEO equity).

#2 on the list, Hewlett Packard’s logoworks.com (embroiled in the incredible Logoworks saga from a few years back), also owns #3, logodesign.com, and #6, the DIY logomaker.com.

#4, Logo Design Guru (LDG), has it’s own DIY logo maker, logosnap.com, which hovers around #15 in Google’s results. LDG also owns “Graphic Design Blog” (graphicdesignblog.org) which you might’ve seen — a site known for the practice of logo raiding (where logos are featured without any attempt to credit the designer responsible, purely to boost SEO and increase traffic). The main banner on graphicdesignblog.org points to the LDG-owned design contest site, mycroburst.com (most of you will know why I think there’s a problem with online design contests).

LDG has its own WordPress blog (logodesignguru.wordpress.com) that does a nice job of logo raiding.

Is that my hand on the LDG blog? Yes, it is.

But I think LDG’s WordPress-hosted effort (screen-grabbed above) is a lesser link-generation project than its main blog — and #7 on the list — logoblog.org. Logoblog.org showcases what is supposedly a client-determined list of the top 10 logo design companies, so surely it’s a coincidence how the owner is ranked at #1, with sister-site Mycroburst close behind at #2.

LDG has yet another design blog (blog.logodesignguru.com) where I found this useful quote:

“Don’t be a thief. Blogs are meant to share genuine thoughts and opinions and although content writing can be difficult at times, it’s better to have the satisfaction of knowing that ideas you share actually belong to you and are completely original.”

Good advice. So I’d like to see logoblog.org and graphicdesignblog.org practice what they preach and at least give credit to the oblivious designers whose logos are being regurgitated over and over — you know the posts; “20 great (insert animal name here) logos” etc. No link. No credit.

Paid links with specific anchor text

One of the most effective ways to achieve strong search engine rankings is through links that point from other sites to yours (the strength, or trust, of the site linking to you makes a huge difference, too) which is why #8 on the list — the design contest site logomyway.com — is continuously buying “paid reviews” on high-traffic blogs such as John Chow, SpeckyBoy, Naldz Graphics, 1stWebdesigner, WebAppers, and many more.

I once received a Google penalty for selling links without using the “nofollow” tag (Google urges webmasters to use this tag on paid links so as not to game the system). But nowadays it seems like Google has become less strict, because all of the above reviewers (with the exception of John Chow — who knows more than most about the consequences) have sold Google juice to logomyway.com (i.e., they don’t use the “nofollow” tag), therefore helping elevate the contest site up the search engine rankings.

The paid reviews I listed above use specific anchor text in the links pointing to logomyway.com (and I’ll bet the words were specifically requested when the review was purchased). “Logo design” or “logo designer” for instance. The reason? Linking to logomyway.com using the text “logo design” will help the site rank higher for that specific search term.

Last year SEOmoz listed keyword-focused anchor text from external links as the most important ranking factor.

The value of strong, “trustworthy” incoming links is demonstrated by #1 on the list, logoyes.com. It’s part of the high-traffic Web.com Group, and a vast amount of Google juice is passed between the various Web.com brands, making logoyes.com an incredibly difficult site to topple.

Don’t compete. Stand out.

I don’t compete with companies who offer a logo and nothing more (or 99 logos, for that matter). In the words of Michael Bierut, “logos are not that hard to do.” In fact, it’s practices like those I’ve described that frequently have me second-guessing my decision to name this blog Logo Design Love.

My advice for the aspiring designers amongst you is to not concern yourself with these companies or the search results they occupy. Instead, offer your clients more than just a logo. Offer a visual identity system that incorporates a complete range of promotional items (stationery, signage, usage guidelines, web presence, etc.).

If a client needs something you can’t provide (or something you prefer not to specialise in) why not partner with other graphic designers? You may find you can attract a much higher calibre of client, too.

By focusing less on logos, and more on brand identity systems, you will remove the need to compete with the lowest common denominator.

That’s how to strengthen your position in the market.

More logo design SEO posts elsewhere

If you have any insights of your own, do comment or send an email.

“Bullseye” image credit

Published on Logo Design Love

What they don’t teach you about identity design in design schools

David Airey — Tue, 02 Mar 2010 23:01:22 +0000

Paula Scher’s Citi logo

Paula Scher guest authored on Tony Spaeth’s Identity Forum with a great piece titled: What they don’t teach you about identity design in design schools… …And what you can’t learn from blogs.

“I never knew a designer that got hundreds of thousands of dollars to design a logo. Mostly, designers get paid to negotiate the difficult terrain of individual egos, expectations, tastes, and aspirations of various individuals in an organization or corporation, against business needs, and constraints of the marketplace.

[...]

“The designer needs to be ever present because, inevitably, at some side meeting, something will be suggested that will totally destroy the form of the logo. Something can be suggested innocently, with the best of intentions, that will scuttle all plans, compromise all standards, and destroy the integrity of the design. The only person who can know this and stop this is the designer.”
Paula Scher

Read the full article on Identity Forum.

Published on Logo Design Love

“Logos are dead.”

David Airey — Tue, 02 Feb 2010 11:28:10 +0000

Image from Flickr

Simon Manchipp, one of three creative directors and partners at London-based studio SomeOne, said on Twitter yesterday:

“Logos are dead. Yet we have been featured in the new book Logo Design Love as an example of how to do Logos.

“They are a hangover from old-school thinking about branding. There is no desire by the public for a new logo. They are simply an old-fashioned approach to differentiating products or services.”
— SIMON MANCHIPP

Upon questioning, Manchipp explicitly meant, “…that symbols invented to accompany brand names are a waste of time, money and effort.”

I asked David Law, Manchipp’s partner at SomeOne (and the man who kindly submitted SomeOne’s designs for inclusion in my book), what he thought of his colleague’s statement:

“It’s something we have been debating internally for quite a while.

“When you look at brands like O2, its success lies in the richness and depth of its brand world (bubbles, blue grad etc.). This forms a flexible branded platform that is instantly recognisable — you could remove the logo and still know the brand. The logo in itself is not the ‘hero’.

“In the past, brands like IBM and FedEx traded on the logo as the ‘hero’. We see it even today.

“So while we all acknowledge that the logo is not about to disappear — and that it is still an important part of any brand toolkit — there is a case for applying more emphasis on brand worlds.

“The ‘favicon’ or ‘twibbon’ is now the equivalent of the ‘black and white fax’ that we all learnt (years ago) was the minimum requirement for a logo to be recognisable as. These are much smaller applications than we have ever had to deal with, and ones where traditional logos are struggling.

“Brands now ‘move’ as standard — being ‘Apple‘ implies all sorts of physics that lend attributes to the brand and do not rely on the logo to do everything.

“Lastly, the amount of platforms, media, applications (and now ‘experiences’) that need to be branded has multiplied significantly with technology. People simply get bored quicker and brand worlds allow the conversation to ‘flow’.

“Yes, the logo is the ultimate ‘rechargeable battery’ of the brand and is the final distillation of all the brand’s attributes BUT what we are debating (and we haven’t reached any conclusion) is that if the brand world is powerful enough, could the ‘logo’ simply be the company name designed in a simple, ownable way? Possibly, dare I say it, with no symbol to sit alongside it?”
— DAVID LAW

Symbol or no symbol is a valid question, and one I talk about in my book:

“Sometimes your client just needs a professional logotype to identity its business. Use of a symbol can be an unnecessary addition.

“This is something you want to determine at the outset of the project. Ask your client if she has a preference one way or another. If the company is entertaining ideas about future expansion into other markets, it might be better to opt for a distinctive logotype, because an identifying mark or symbol might prove restrictive.”
— LOGO DESIGN LOVE, THE BOOK

Quoted from chapter 11 of Logo Design Love.

So while Manchipp’s initial “Logos are dead” quote might be over the top, it does raise an interesting debate.

Published on Logo Design Love

Another free chapter: staying motivated

David Airey — Fri, 22 Jan 2010 23:01:34 +0000

Graphics.com has offered you all the “staying motivated” chapter from Logo Design Love: A Guide to Creating Iconic Brand Identities.

Guild of Food Writers logo, by 300million

Here’s a quick excerpt.

“Every designer has a level of insecurity that can only be abated by the creative peer group respect or commercial success of their work,” said Martin Lawless, creative director at London-based 300million. “Sadly, the warm, fuzzy, proud feeling of security doesn’t last long. Sometimes, it’s as short as the length of time it takes to make the winding walk back from the awards podium to the table of smiling workmates and your half-drunk client.

“Motivation comes from the relentless desire to get back to that briefest pause on the mountaintop. It’s as simple and as hard as that.”

Read two chapters for free

The first free chapter was your choice, from pencil to PDF, and is offered as a downloadable PDF.

Now you can also read the staying motivated chapter, formatted for online viewing by Graphics.com.

Alternatively, read some very kind book reviews.

Before anyone asks, I won’t be giving away all the content for free. Most will be reserved for those beautiful people who have spent their hard-earned cash on a copy.

If you have any book comments or constructive feedback, I’d love to know.

Published on Logo Design Love

The Identity Recession

David Airey — Wed, 20 Jan 2010 16:54:31 +0000

The following is excerpted with permission from Tony Spaeth’s Winter 2010 article in The Conference Board Review.

The identity recession: Why are companies so cautious about rebranding themselves?

A downturn can represent an opportune time to rebrand. In a time of turmoil, companies find themselves rethinking their customer base, their lines of business, their very identity. Some retreat to focus on their core competencies; others look to expand by snapping up troubled competitors.

You’d think more would publicize their shifts with new logos and identities, particularly when newspapers and TV stations are practically giving away ad pages and commercial slots. And indeed, some companies did launch rebrandings in 2009. Several are worth studying for their strategic interest, excellent execution, and perhaps for their courage.

[...]

To quote Hayes Roth, chief marketing officer for Landor Associates: “In a downturn, there is no better way to increase share than to invest in marketing while others are retrenching, just like there’s no better time to buy a house when others are selling. There’s just one catch to the theory: You have to have the cash on hand. And in 2009, the bottom fell out of the capital market, so understandably, clients are cautious about spending money. This has impacted rebranding initiatives, and corporate advertising and PR as well.”

[...]

…good design—systemwide—is just like good accounting: It both reflects and demonstrates the presence of effective management. And a rebranding can be anything but cosmetic: Well planned and timed, it can be the single most powerful agent of change at a leader’s command. And certainly, it can also be the most cost-effective—in the larger scheme of things, we’re talking peanuts. (The base price of implementing a non-retail institutional rebranding can be little more than the cost of a signature change.)

[...]

Prospects for rapid recovery from the identity recession look very good indeed.

Read the full article on tcbreview.com: The Identity Recession.

Tony Spaeth is a corporate identity consultant based in Rye, N.Y. Additional views and reflections can be seen on his website Identity Works.

Via @BlairThomson.

Published on Logo Design Love

SpecWatch on design contests

David Airey — Wed, 24 Jun 2009 08:51:23 +0000

It’s interesting to see the recent appearance of SpecWatch, a venture that educates about the very real risks of design contest websites and “their so-called communities”.

SpecWatch has been cataloging unpaid and refunded projects, and those terminated due to copyright violation.

In their own words:

“We’re not going to debate the morality and / or ethics of participating in design contests and calls for crowdsourced design. We’re not going to debate whether these kinds of services are an effective way for buyers and clients to obtain design services. We’re not even going to debate how good, or bad, the work produced by design contests is or isn’t. Those arguments are raging elsewhere. Our main purpose is the look at the actual logistics of design contests and crowdsourcing to present the facts behind same. We’re not going to comment. We’re not going to editorialize. We’re simply going to present the facts as we discover them…”

Here are just a few examples of what’s going on.

“The winner of this contest was unawarded as she has used so much clipart we have had to suspend her permanently”

“According to the “suspended” designer’s profile, they had entered 711 contests and won 37 before being suspended “permanently”. Their portfolio still features the ‘unawarded entry’ as an example of a 99designs “product”.

No comment necessary.

Crowdspring vs. 99designs “Logo Smackdown”

“Two design contests, for the same logo, were run simultaneously on 99designs and Crowdspring by a Texas Startup Blog who wrote about their “Logo Smackdown”.

As if these contests weren’t wasting enough of designers’ time, one project was never going to be awarded from the outset. And this certainly isn’t the only case where no winner was selected.

“How do I know when buyers are trying to trick me?”

“A guy posted a project for $1000, after the project ends, seems like Crowdspring gives him his money back (even though there were more than 25 entries), and after that he sends me a message saying that the prize was to attract designers only, and offers $200 for my design. I’m okay to losing projects to other creatives, but this sucks, now how do I know when buyers are trying to trick me?”

Nasty. And it’s not an isolated incident.

How about this one, where yet another prohibited iStockphoto image wins a contest?

One of the contest holders on 99designs had this to say about the process after unknowingly selecting a copied logo as their “winner”:

“We are considering holding another contest, but currently questioning the value, considering the time investment of several people in our company policing designs, vs. just hiring someone directly whom we can then hold accountable for any infringements.”

You can read the whole sorry tale of plagiarism via SpecWatch.

Have you had any similar contest experiences?

This appears to be a regular occurrence on Crowdspring and 99designs, and to see for yourself you should follow SpecWatch on Twitter.

Published on Logo Design Love

How Twitter helps designers

David Airey — Thu, 04 Jun 2009 08:27:00 +0000

Twitter can be an unhealthy obsession. I’ve had to stop following people when their speeds of around 100tph drown out everyone else. That doesn’t mean us designers aren’t using Twitter to our benefit, and here’s what I’m doing to make the most of it.

Feedback from other designers

When you don’t receive constructive criticism, it’s all too easy to believe your work’s the best thing since Doritos and hot dip. Clients are normally the first to open your eyes, but it’s always good when a fellow designer gives it to you straight prior to any client communication.

There’s an excellent community of logo designers on Twitter, and if you ask nicely, they’re more than happy to offer advice. You’ll also find collections of talented web designers / developers who tweet, though I’m not too sure why you find me via that second link.

Unless you genuinely respect the designer giving feedback, take comments with a pinch of salt, because not everyone’s as competent as you, and not everyone will have time to familiarise themselves with your design brief.

Help with client concerns

There are ways to address this, and there are ways to avoid. I don’t recommend naming your clients (feathers can easily be ruffled), but if you mention the important points of your concerns, we’re a friendly bunch, and it’s likely that one of us has experienced the same issue.

Twitter can also help you out of a website fix.

General chat

Especially when working from home, on your Todd (like me), Twitter can act as a welcome break from work. One of the things I miss most about an office environment is the regular interaction with colleagues, so it’s nice to see what’s happening, real-time, in the lives of people in know.

Image copyright: Overthinking it

Sharing resources

How many of you still use del.icio.us? For me, it’s not nearly as much as I used to, and I’m sure the site has taken a hit with more and more of us sharing (and collecting) our bookmarks via Twitter.

Twitter’s like del.icio.us with conversations.

Driving traffic

I’m guilty too. Via swissmiss. Image by Danny Jones.

How are you using Twitter?

With deadlines to meet, I don’t use it too often — though it’s all relative, as I still tweet almost every day. I’m sure I could make more use of the resource when a question crops up, but it’s a (bad?) habit of mine to try helping myself before asking others.

Actually, the search tool is an excellent way to find answers, or to find feedback on a particular product or service before buying anything, so Twitter does help even if I don’t take up your time by posting a question.

Have you been guided through a fix on Twitter?

Are you borderline obsessive? ;)

Share your Twitter tales of wonderment.

Ps. Thanks so much to you kind folk who continue helping me on Twitter (find me @DavidAirey and @LogoDesignLove).

Published on Logo Design Love

Ten logo design tips from the field

David Airey — Wed, 27 May 2009 08:18:40 +0000

I’ve learned from quite a few mistakes during my time as a designer, and to save you from doing likewise, here are 10 logo design tips I picked up.

1. A logo doesn’t need to say what a company does  
Restaurant logos don’t need to show food, dentist logos don’t need to show teeth, furniture store logos don’t need to show furniture. Just because it’s relevant, doesn’t mean you can’t do better.

The Mercedes logo isn’t a car. The Virgin Atlantic logo isn’t an aeroplane. The Apple logo isn’t a computer. Etc. Etc.

2. Not every logo needs a mark  
Sometimes a client just needs a professional logotype to identify their business. Don’t be afraid to ask what they think.

3. Two-way process  
Remember, things might not always pan out as you hope. Your client might request something you disagree with. If that happens, try giving them what they want, then show them what you believe is an improvement, and why. They’re less likely to be so resistant if they already see how their thoughts pan out.

4. Picasso started somewhere  
You don’t need to be an artist to realise the benefits of logo sketching. Ideas can flow much faster between a pen and paper than they can a mouse and monitor.

5. Under-promise, over-deliver  
If you’re unsure how long a task will take to complete, estimate longer. Design projects are like construction work — you piece lots of little elements together to form a greater whole, and setbacks can crop up at any time.

6. Leave trends to the fashion industry  
Trends come and go, and when you’re talking about changing a pair of jeans, or buying a new dress, that’s fine, but where your brand identity is concerned, longevity is key.  

Don’t follow the pack. 

Stand out.

7. Work in black first
By leaving colour to the end of the process, you focus on the idea. No amount of gradient or colour will rescue a poorly designed mark.

8. Keep it appropriate  
Designing for a lawyer? Ditch the fun approach. Designing for a kid’s TV show? Nothing too serious. I could go on, but you get the picture.

9. A simple logo aids recognition  
Keeping the design simple allows for flexibility in size. Ideally, your design should work at a minimum of around one inch without loss of detail. Look at the logos of large corporations like Mitsubishi, Samsung, FedEx, BBC etc. Their logos look simple and are easier to recognise because of it.

10. One thing to remember  
That’s it. Leave your client with just one thing to remember about the design. All strong logos have one single feature to help them stand out.  

Not two, three, or four.  

One.

More logo design tips

This is just a snippet of what has followed in the Logo Design Love book. Plenty more in there, but I’m always interested to learn from you too.

Do you have any additional tips to share? Have you had a problem in a project that was eventually overcome (or not)? I’d love to know.

Published on Logo Design Love

An anti-spec work parable

David Airey — Tue, 14 Apr 2009 16:27:27 +0000

Many of you will be familiar with the recent Jon Engle versus Stock Art battle, but for those of you who aren’t, Steve Douglas of The Logo Factor, has published a compelling account of the issue, creating a well-written anti-spec work parable.

“…in today’s Web 2.0 world, with its instant internet echo chamber, mob mentality can be a very dangerous thing… I wondered aloud about how long it would take for a very high-profile incident to occur that would illustrate exactly how dangerous spec work, logo contests and design “crowdsourcing” really are.

Well folks, here it is.”

Great read, Steve.

Published on Logo Design Love

The good from the great

David Airey — Sun, 15 Feb 2009 23:02:56 +0000

Image copyright: Sandman1973

I was chatting with my friend Randa, a successful WordPress designer, and she posed an interesting question:

“I often look at the work of other logo designers in admiration and wonder what they have that I don’t. What is it that makes someone really good at identity design, and is it obtainable through practice or is it a “gift” that some have and others don’t? There are zillions of logo designers out there — what separates the good from the great?”

With enough hard work, I believe you can excel in any profession. There are, of course, certain age barriers. For instance, and I’m very sorry say, you won’t see me strutting my stuff in spandex anytime soon — I’m just too old to achieve olympic gymnast status. Trust me, that’s a good thing. On the other hand, however, if I was to study medicine, and with enough dedication, I could become a doctor.

So for me, creating effective identities certainly isn’t a gift, but rather a skill to be learnt.

What do you think separates the good from the great?

Logo Design Love » Articles

The folly of logo design SEO

Paid links with specific anchor text

Don’t compete. Stand out.

Published on Logo Design Love

Related posts on Logo Design Love

What they don’t teach you about identity design in design schools

Published on Logo Design Love

Related posts on Logo Design Love

“Logos are dead.”

Published on Logo Design Love

Related posts on Logo Design Love

Another free chapter: staying motivated

Read two chapters for free

Published on Logo Design Love

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The Identity Recession

The identity recession: Why are companies so cautious about rebranding themselves?

Published on Logo Design Love

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SpecWatch on design contests

Published on Logo Design Love

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How Twitter helps designers

Feedback from other designers

Help with client concerns

General chat

Sharing resources

Driving traffic

How are you using Twitter?

Published on Logo Design Love

Related posts on Logo Design Love

Ten logo design tips from the field

More logo design tips

Published on Logo Design Love

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An anti-spec work parable

Published on Logo Design Love

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The good from the great

Published on Logo Design Love

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