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Crazy Logo Customers Tutorial Series - #2 ALL CAPS Email

Crazy Logo Customers

 

Crazy Logo Customers

click to see their stories

Crazy Logo Customer #1 ---- Flaky

Crazy Logo Customer #2 ---- ALL CAPS EMAIL

Crazy Logo Customer #3 ---- Taking Advantage



ALL CAPS Email - Crazy Logo Customer #2


There was a lady in New Zealand who was fired for using ALL CAPS in an email. That may have been a harsh penalty not befitting the crime. That being said, when this happens to you it is not enjoyable and can be very upsetting. Our first crazy logo customer is Ariel. Her logo customization form where we gathered information about the kind of logo she wanted was very brief and generic. She said: "I want a logo that is marketable and easily recognizable with a fun and relatable concept". What business owner wouldn't want a logo that is marketable and recognizable? The only constructive information she provided was when she said: "I would like some tools because we are fixing something". So our design team went to work creating 5 custom made logo concepts. Looking back on this project I think it may have helped if we asked for more information in the beginning. We do this now but it doesn't always help. Some customers insist on seeing what you come up with before they let you know what they really want. This can add to a designers frustrations.

Here is how the email correspondence went after her initial logo design concepts were presented.


Less than 20 minutes after the initial logo concepts were sent Ariel emailed:


These do not look like any of the designs in your portfolio. THEY DO NOT LOOK LIKE ORIGINAL CONCEPTS.... THEY ALL LOOK LIKE SOMETHING I COULD HAVE DRAWN MYSELF.... THESE TOOK 5 DAYS TO COME UP WITH? MAKE ME A LOGO LIKE ONE IN YOUR PORTFOLIO! I NEED IT BY THE END OF THE DAY, MY WEBSITE IS GOING LIVE THIS WEEKEND. I AM VERYDISAPPOINTED!
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25 minutes after her email I sent my response:

Hi Ariel,

Thank you for your feedback. I am sorry that you were not happy with the designs we presented. We will do everything we can to create the design you require.

We do need more information about the type of logo you are looking for. Please answer the following questions with as much detail as you can.

What logos in our portfolio do you like?

Generally, what logos appeal to you and why?

What colors would you like us to use in your design?

Was there anything that you liked about the designs we presented? color scheme? text placement? font?

Did you have any ideas that you would like us to include in the design?
You previous wrote: I would like some tools because we are fixing something.

Please let me know the answers as soon as you can.

Thank you



8 minutes later Ariel emailed:

I like logos that are memorable.... So that people remember my site by the BEAUTIFUL logo. It should be colorful yet professional I did not like anything, ABSOLUTELY NOTHING, about the logos you made. They looked like they were built with one of those cheap Best Buy or Free logo makers on the internet.



10 minutes later Ariel emailed:

I would like a refund and my order cancelled. I just thought about it.. If you had two designers, why did all of the logos look the same... And all 5 of them were bad. Please refund my money to the pay pal account.


15 minutes later I refunded her money and 5 minutes after that sent my last email to Ariel:

Thank you for your response. I am sorry you feel this way. We did have two designers work on your designs, Jennifer and myself. Logo design can be a drawn out process and I believe now that we lacked the logo customization information we needed to create the design you were looking for.

I have refunded the full amount of your purchase. Please let me know if you have any questions.

Thank you and I wish you the best with your new business.

My Thoughts

I felt that the insults and ALL CAPS in her first email were uncalled for. This will happen to all designers though. My first reaction was to give her a piece of my mind. Obviously that would not have been a prudent business move as one customer could cause a stir online and give your company a bad name. This is why our company almost always will refund a customers money even though we do not have a refund policy anywhere on our web site. The best way to proceed is to kill the customer with kindness. You first want to present new concepts. If the customer continues to be unhappy then you should think about refunded their money even if they did not ask for it. Time is money. Please do not forget that. There have been many time early on where we let a project get out of hand. Yes, the customer was happy with the final result but a lot of potential customers were lost. Whatever happens be nice as you are representing yourself and your business. You do not want to receive bad feedback online as it could hurt your bottom line. Ariel's choice to be rude probably did not help her either. I would imagine she treats many of the people she works with the same way. After my last email I never heard from her again. Almost a year later and her company to my knowledge does not exist.




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