Get the BEST design possible – Avoid Generic and Common

Easy as 1 - 2 - 3.

1) Clear and Informative Brief

  • Provide images that Designers can use for reference. Make sure you are clear about usage restrictions - ie. whether you personally own the image or have only purchased a stock license.
  • Don't say stock art is owned by you if it isn't. Please see our FAQ regarding stock art and image references.
  • Research fonts you like the look of and share those with Designers.
  • Don't use jargon or be overly complex.
  • Provide solid key words for Designers to use as research tools.


2) Refuse "Generic" Junk

  • It is surprising how many logos out there are Generic, meaning they are the same as everyone else's. Such logos may not stand up to trademark tests. If you don't want to be that kind of brand owner, please do a bit of research and type "generic logos" into a search engine. Burn those yucky logos into your brain and refuse to accept them. It's disheartening for skilled artists to see a brief that says "we want awesome design" and have the Client walk away with "generic".
  • To identify generic logos in your industry, type in key words along "logo" in an image search. Example: for financial, type "financial logo".


3) Clear Feedback & Be Fair

  • Don't ask Designers to copy each other. If Designers find you are doing that, good Designers won't enter.
  • Designers appreciate it when you give them clear feedback, even if it has some polite criticism.