Two LogoWorks designers speak

Well it has been quite a busy week so far for LogoWorks and its employees. Particularly the last 24 hours. At some point, we may know the reason for LogoWorks recent flurry of activity. As for now, I took the opportunity to speak with two current LogoWorks freelancers whom I met on the HOW Magazine discussion forum.MollyThe first person I spoke to is a pleasant woman whom we’ll refer to as “Molly”. Molly is married with children and lives in the Salt Lake City area. She spoke very positively about LogoWorks and lept to their defense in the hostile waters at the HOW forum. Admittedly, I was skeptical. There are quite a few new users with accounts not even one day old who have mobilized in the defense of LogoWorks of late.

Molly informed me that she has been with LogoWorks as a freelancer for 2 years and walked me through LogoWorks’ internal system and how it works. According to Molly, she earned $35K last year and her all-time record for logos created in one day was 16. She said she earns an average of $200 per project, $400 if she creates a logo with stationery. Molly feels that the LogoWorks system works for her, since she is able to create icons and marks very quickly. While she admits that she personally archives imagery and artwork for later re-use, she said that she never copied any logos.Molly also added that she will often stack logos from similar industries (i.e. plumbing or real estate brokers) and rattle off 3-5 from the same genre at a time. As an “expert” designer, Molly earns $40 each time she submits a logo, regardless of whether it is chosen. If it is chosen, she receives a $70 “expert” bonus. Revisions can bring an additional $30 per round, maxing at around $200.When I asked Molly how she first learned of the swirling controversy about the stolen logos on the LogoWorks system, Molly informed me that the link to the thread was posted onto the LogoWorks site, along with a statement from the company. While she doesn’t think that LogoWorks endorses logo theft, she is “not surprised” that it happend. “With the sheer volume of logos they are selling per month, along with the growth they’ve experienced, I don’t see how you can prevent that from happening in every case.”WolfgangWolfgang is downlright bullish on LogoWorks. Not having been born in Poland, he moved there recently and worked intially for two interactive agencies as a junior interactive designer. The dream of Internet e-commerce in Poland not yet realized, Wolfgang often found himself overworked on understaffed teams that had to make due with shrinking budgets. After three months moonlighting for LogoWorks, he decided to do it full-time. According to Wolfgang, things have been great. “I haven’t turned on my alarm clock in months” proclaims Wolfgang. “I truly work over the Internet”.Growing too fast to ensure QA?While Wolfgang is quick to praise the opportunities for independence and financial security that LogoWorks has provided him, he points to its QA process as an area that could be improved. “One time I uploaded a logo for the wrong project and it was OK’d no problem”. As with Molly, Wolfgang owes such issues to the volume that LogoWorks enjoys. “When you’re selling 8,000 logos per month, there is no way that you can catch everything.”LogoWorks’ growth seems to have caused more than a few problems. Earlier in the day, Molly reported that during the DateLance marketing project, the local AP picked up the story, which also got picked up by the national AP. Unfortunately, LogoWorks kept the DateLance site on the same server as the general LogoWorks site, resulting in a crash.Molly had several logos to upload for her deadline and panicked when she could not log onto the system. “One late logo can result in many lost points. Before you know it, you can be knocked down from an ‘expert’ to ‘entry-level’!” When Molly called LogoWorks to complain about the problem, she was informed that the DateLance campaign had crashed the servers. Molly was not penalized for being late.I asked Molly about the measures taken by LogoWorks to ensure that no logo has been stolen. “Basically, a project manager reviews the logos that have been submitted prior to releasing them to the client.” Essentially, if a logo is obscure enough to not be instantly recognized by LogoWorks staff, it can easily slip by undetected.Your Log stinks!I shared with Molly that while I am not a fan of LogoWorks and remain FAR from convinced about the entire logo theft scandal, I had to admire their apparent prowess in marketing and savvy with creating favorable PR for their company. Molly feels that “they have created a lot of that by accident.” When asked to explain, she mentioned the “Your logo stinks” billboard that ran in the Salt Lake City area.Apparently some local kids up to no good, snuck up onto the billboard and painted out the second “o” in “logo”, so that the billboard read “Your Log stinks!” The results offended many in the conservative, largely Mormon metropolis and amused others. Good or bad, folks were talking about LogoWorks. Depending on whom you ask, some believe that it may not have been “kids” who blacked out the letter on the billboard. Either way, LogoWorks has believed in viral marketing ever since.Looks like we should have a good podcast interview on Friday. I can’t wait!.chris{}


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