Editor:
Re: District of Sechelt logo contest
Logo contests don't work; here's why:
No quid pro quo. Many are asked to compete for a one-off project, without benefit of the meaningful client input essential for success, and for no pay. Contest entry ads usually promise some glory or token recompense that would come with winning. Professional design associations worldwide (Icograda, GDC, AIGA, etc.) prohibit their members from participating in spec work.
No baseline understanding of what a logo is and how it comes into being. A logo has specific semantic and physical characteristics that won't be fully understood by either entrant or contest-holder. A logo isn't a stand-alone piece, but the permanent signature and central element of an organization's visual identity. The configuration of form/typography/colour established sets the plan for all future graphic communications. The cost of implementing a visual identity far exceeds the one-time cost of professional design. Design errors become very expensive over time.
No meaningful dialogue between contest-holder/client and entrant/designer. Logo design is based on study and assessment of a client's communication needs. In contrast, contest entrants work only from subjective impressions, with little or no client dialogue to inform the process.
The most that can be expected from a logo contest is a range of raw concepts.
How to get a good logo:
Select a reputable designer. Review work, check references, and meet in person.
Sign a contract specifying deliverables, schedules and payment for services.
Engage generously in the design process.
Review work carefully before signing off on each stage.
Provide as much information as possible about the nature, history and future plans of the organization.
Agree on concepts in verbal form before proceeding to visuals.
See comps for all applications, so mistakes can be corrected prior to production.
Anna Gamble, Inform Design, Gibsons
