How to avoid getting ripped off by a logo designer

Published by Nela Dunato on at 06:33 in Branding, Graphic design, Business, Tips for creatives

Unethical freelancers are the worst, and it stings even more when those rotten apples are my own colleagues. I’m as passionate about preventing these people from cheating you as you are.

Crooked design professionals hurt the entire industry by ruining the reputation of freelancers. Because of these hacks, business owners are afraid to hire people from a different country and consider freelancers to be “second class” to creative agencies.

How to avoid getting ripped off by a logo designer

It’s not fair that all freelancers should suffer because of a few outliers who prey on naive business owners. For this reason, I want to make their job of cheating you harder, and your job of finding great freelancers online easier.

Here’s what you can do to protect yourself from being taken advantage of.

Don’t use Fiverr

Hiring logo designers on Fiverr is the equivalent of walking into a sketchy back-alley office of an unlicensed surgeon. Don’t say I didn’t warn you.

$5 is an unreasonable price for a custom logo design, so the majority of the designs you’ll get there are either:

  • bloody awful amateurish work
  • plagiarized
  • derived from stock graphics

Neither of these paints a great picture of your business. In fact, it can tarnish your reputation, and make it near impossible to become a premium brand.

Let me tell you a real life story.

Just recently, I participated in a Facebook discussion about logo design prices. Many people voiced their opinions—designers and clients alike. The advice varied from “Great logo design costs good money” to “I know someone who will do it for cheap”, and from “Don’t use Fiverr or 99designs”, to “Fiverr is awesome”.

One jewelry designer chimed in and boasted that she was super pleased with her “incredible logo design” that she only paid $25. Apparently, she hired 5 different people to do a logo for $5 each, and one of them came out OK.

(Let’s pause for a minute and think about this: if you bought groceries in a store and 4 out of 5 were spoiled, would you accept that? Of course you wouldn’t, you’d stomp right in and ask for your money back—but apparently, people are comfortable throwing money at Fiverr knowing to expect a crappy service.)

She posted a photo of her “incredible” logo, and it immediately got me suspicious. The logo had an attractive icon to it that looked like something above the $5 designer’s pay grade. I needed to know for sure, so I ran it through some image search engines, and there it was:

I’ve found 3 other companies using the same icon within 2 minutes.

It wasn’t a similar icon—it was the very same graphic. Same shapes, same colors. Not even a little detail was changed.

After a little more searching, I’ve identified the source of the original drawing: it was a cheap vector stock graphic from a service called Fotolia. The entire pack of vectors cost about $5 and had 6 different shapes in it. The “designer” from Fiverr was re-selling these as custom logos at a profit. Their work involved adding the company name to a ready-made graphic.

I’ve notified the jewelry designer of my findings because I wanted her to know the truth, but I also had self-serving reasons—I want to bust the myth that you can get a good, unique logo for cheap within a few days. That’s simply not feasible. (I wish it was, really—I’d be pumping out a dozen awesome logos a month and have hundreds of clients on my reference list.)

In the interest of preserving this business owner’s privacy I don't want to share her logo, but here’s an example that recently came under the scrutiny of Croatian design community. The Zagreb International Airport logo uses a free stock vector, the same as many other companies have used. I don’t know the story behind the logo design—it could be that someone within the company designed it, so they’re fully aware it’s not an original symbol. Even if that were true, it’s still pretty bad from a branding standpoint.

Zagreb International Airport logo and its look-alikes
Spot the differences

Be wary when you get an offer that seems too good to be true—it usually is.

So apart from avoiding the back-alley designers, what else can you do to protect your hard earned money?

Do a reverse image search on designer’s portfolio pieces

Search engines have gotten really smart in the past few years, and now they can recognize the contents of graphics and photos, and even match a photo with a person’s name. You can use this capability to see if the visuals your potential new designer are genuine, or lifted off from stock sites or even worse—other companies that might sue you.

Here are the reverse image search engines to run your samples by:

Use the camera icon to select a photo to match in the search. On Google, scroll down and click the link "Visually similar images". I recommend using all of the search engines, because their methods and results differ. Typically Google and TinEye give more accurate matches.

Please note, if the results don’t show anything, this doesn’t mean the image is definitely not plagiarized, but you can use it to eliminate the worst offenders.

If a designer uses plagiarized logos in their portfolio, run.

Look up the designer on social media

I’ve heard numerous stories where someone impersonated a freelancer with a good reputation on websites such as UpWork and Elance (exhibit A, exhibit B, exhibit C, exhibit D). The impersonator didn’t have the expertise to do the project as advertised, so some of the clients ended up harassing the real freelancer for their money back.

Verify that the person you’re hiring through a freelance marketplace is who they say they are. Message them on social media channels (like LinkedIn or Twitter) to check if they’re the ones who responded to your offer.

Ideally, set up a Skype video chat during the hiring process to see that the face behind the camera matches the photo on their profile. If the freelancer isn’t willing to show their face on video, they may be hiding something.

Vet their previous clients

The designer’s previous clients can tell you a lot about the quality of designer’s work, and their expertise. (This might be a bit of a shortcut on doing extensive research, since you’re relying on the fact that other people did their research.)

Look up the websites of the clients and see if they’re still in business. Oftentimes you’ll see people hire cheap logo designers for low-priority or test projects that never work out, because it means they won’t have sunk too much money in it.

Question for you: is that the kind of company you want to be in? Or would you prefer to work with a professional whose clients are successful and making stuff happen?

If you find a client in their portfolio that you have a lot in common with, check in with them and ask them what their experience was like. If they’re full of praise, that’s good. If they seem reserved, maybe their experience wasn’t so great. Better be on the safe side.

And when it comes to safety...

Sign the contract before money exchanges hands

Contracts are here to protect both sides. My number one red flag for a bad client is when they don’t want to sign a contract—and it should be a red flag for you if the designer never offers a contract to sign.

Contracts are used to define situations such as:

  • What the scope of work is
  • Price and payment schedule
  • What’s the time frame of the project
  • Intellectual property rights on completed work
  • What happens when one party wants to back out of the project.

Pay attention to the intellectual property rights in particular: the designer is the legal owner of all the work they create during the course of the project, unless stated otherwise in a contract you both sign. For logo designs, it’s crucial that the business owner owns the rights to use the logo for an unlimited time, in whatever media they want, worldwide.

I transfer copyright of the final logo to the business owner upon full payment. Protecting and enforcing those rights becomes their responsibility. (I keep the author moral rights, as well as copyright for the sketches and unused proposals I create during the process.)

To protect your investment, make sure the contract you sign contains the following:

  • The scope of work that includes vector image formats (EPS, AI or SVG)
  • Statement that the designer will create a unique logo that doesn’t violate a third party’s copyright
  • Statement that copyright of the final logo will be transferred to you upon full payment
  • What happens if the designer has to back out of the project (do you get your money back, or the half-finished logo?)

The designer will have clauses that protect them from your potential misconduct as well. When both sides feel safe and protected, that’s when trust and collaboration can flourish.

By now, you should be safe that the designer you’re working with is solid, and has your best interests in mind. Still, if you feel for any reason that the designer might be attempting to cheat you, you can double-check their results.

Ask to see the thought process behind the logo

Some designers will provide an in-depth presentation of their design solution complete with inspiration, sketches, logo construction, examples of use etc. which is what I advise my colleagues to do.

Logo design requires a lengthy iterative process that for the most part goes unseen by the client. When we show just the final logo, clients may dismiss it as something easy, when in fact it took dozens or even hundreds of sketches and versions to get there. Showing how we got to the logo and what the thinking process was helps us “sell” the idea to the client.

But it also does something else—it shows to the client that our creation is original.

If your designer isn’t forthcoming about their thought process but only shows you the final solution, prod them to explain their process. Ask them if you can see the sketches or inspiration that lead them to the final solution. We love geeking out about design with anyone that will listen, and if you show genuine curiosity, it might actually impress them.

Check your new logo with reverse image search

When the designer sends you a proposal of the logo, and you’re worried that it looks too much like something else you’ve seen, do the reverse image search on it using the methods I’ve mentioned before. Same if the designer gives you a vibe like they’re hiding something.

If you know of a competitor or a high-profile company who uses very similar visuals, let the designer know—they may be genuinely unaware of this and not intentionally copying anyone. Even so, you want your brand to be easily recognized in your niche so the more unique your logo is, the better.

Do all of this before you pay the remaining amount. If you’ve already parted with all your money, it will be more difficult to enforce your rights.

A good designer will check for duplicates before they even send the proposal to you, but they might miss something. You need to be sure that the intellectual property you’re buying is legit so you don’t get sued and forced to change the logo later.

How to avoid getting ripped off by a logo designer

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How to avoid getting ripped off by a logo designer

It’s not fair that you need to do the extra work, but you can’t rush into a professional relationship.

I wish we lived in a world where everyone was honest and fair. Unfortunately, many people feel a lack of confidence in their ability to earn money in an ethical way, so they resort to deception and theft.

If you did get ripped off in the past, it’s not your fault. It’s no wonder you’ve missed the red flags—you weren’t looking for them, because you trusted people. I hope this didn’t destroy your trust in all creative professionals. Not all of us are like that.

I suggest that you start looking for a designer as early as possible (months before you plan to start the project) so you can thoroughly research all the options instead of making a rash decision forced by panic. If you decide to hire a freelancer you’ve met online, follow the steps above and you’ll be safe.

And if you’d like to work with me on your new logo design, I invite you to do your research—you’ll find that I’m an open book ;)

Nela
Nela Dunato

About Nela Dunato

I run a boutique design consultancy that helps creative businesses evolve into premium brands and connect with their dream clients, by crafting extraordinary visual experiences.

On this blog I write about art, design, creativity, business, productivity and marketing, and share my creative process and tips. Read more about me...



Your comments

  • Jefferson Montoya

    Jefferson Montoya
    2017-03-06 at 22:56

    This is very interesting stuff. But there is a reason that some people are recycling images and logos. People want a top notch design made, especially for them, but they don't want to pay properly. Fiverr is successful because people are cheap. So, it seems like the most important part of how to avoid getting ripped off should be, "Value the hard work of other people".

  • Nela

    Nela
    2017-03-07 at 09:57

    Jefferson, yes that's true :)

    The problem is people in general don't know what it takes to create something unique and genuinely believe that $5 will get them that. The designers on Fiverr aren't advertising publicly that they're re-using graphics so unless you do your research, you can't know that.

    People start valuing the hard work of other people only when they realize that cheap doesn't get them what they want. Sometimes it takes a bad experience to learn this lesson.

  • Raeyle

    Raeyle
    2017-08-11 at 14:57

    I read your article, albeit a bit too late. I was the process of using a contractor on Fiverr for a simple logo. Your article has made me concerned and I will just probably right it off as a loss. I did try reverse searching the image as was sent in the proof with Fiverr's watermark over it. Wasn't sure if the watermark may have been obscuring hits and don't want to take the risk of using a logo and then later finding out it was plagiarized.

    Sigh. I think I will have to give up completely on having a logo for my business. I really can't afford to pay someone what people charge. But I completely understand and respect that it takes time and time is money for graphic designers and your article just reiterated that for me. Was hoping that 10 dollars US (which is about $25 in my local currency) was enough just to get a simple design even if it was just the business name done artistically. Thank you for the article. Really made me think.

  • Nela

    Nela
    2017-08-11 at 22:52

    Hi Raeyle,
    I'm sorry to hear that this post made you uneasy.

    There might be hope for your logo. I don't claim that all Fiverr designers are crooks, but I've seen so many people get burnt, I just feel it's safer to avoid it.
    I don't know if the watermark changes anything for search algorithms, it probably depends on how visible it is.

    I know that for many business owners, the professional logo fees are out of reach. I never recommend people to hire a logo designer unless they can easily make their money back, or get funding for it.
    There may be someone in your community who is studying design and would welcome the opportunity to work on a real world project to build their portfolio, either pro bono, or for a lower fee. It doesn't hurt to ask around...

    Good luck!

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