And THAT is exactly why the process is often convoluted, expensive, and likely to result in a logo that no one person is entirely crazy about. Design by committee is a freaking nightmare. That’s why legendary graphic designer Paul Rand, who was responsible for many of the most timeless and memorable logos of the 20th Century, would only take on a design job if he could work directly with the final decision-maker.
People often hear a number and respond “$X for a logo? That’s insane!” without stopping to consider just how many work-hours were spent on research, focus groups, and mind-numbing client meetings alone.
