DO NOT Let Logoworks Design Your Logo

With all of the websites that I start and run logo design is something I am always in need of. There are few occasions that I think a professional logo design is very important to the success of the internet business so I will pay good money for it.

For a recent project I decided to get a logo designed by Logoworks, the logo design company owned by HP. I had used them in the past for another website and they did an OK job but I wasn’t completely satisfied with the logo, I just accepted it as good enough. I know that I can be very picky and particular when it comes to logo design so I thought maybe I was the problem the last time, and not them.

So we gave Logoworks all of the information for our new venture and wanted to get a good logo so I bought their $600 package. I figured if I spent more they would put their better designers on the project.

Well they came back with their first round of 10 concepts. I didn’t like any of them. I thought they were amateurish at best. There was one that was better than the other 9 and they ask you to choose the one you like the best so I picked that one even though it was no where near where I wanted the logo to be.

They then took the one I chose and asked me what I like about it. I basically told them the one thing I liked about it but that I wanted something new and more Web 2.0 looking. They came back with a new round of revisions that were very similar but worse than the one that I had chosen.

After spending $600 I was getting no where. So I called down to Logoworks and spoke to my “project manager” (also known as call center rep) and told him I was not at all satisfied with the progress of the logo and wanted to go in a different direction. He then told me I would have to spend more money for any new art the “graphic designers” would have to draw. In other words I was stuck with the artwork that I had chosen on the first round of revisions.

I asked him about their 100% satisfaction guarantee and he told me it only applied on the first round of concepts. Once I picked one as my “favorite” I voided the guarantee. By this time I was pretty upset. So I demanded to speak to his manager. The manager was even less help than the first guy was.

I realized then that I had made a $600 mistake. Instead of just giving up and letting Logoworks win I decided to take advantage of the unlimited revisions rule they have. In other words, they keep sending me revised concepts, I keep choosing one and then sending it back to them and telling them to change it. I have gone through about 8 rounds of revisions. All of the concepts they send me are no good, but I keep picking one and telling them we’re getting closer.

I actually went to a guy that does graphic design for a living and had him do the logo. He did one concept for me and I liked it so much that I used it. He actually put thought into the logo and there was a purpose and meaning behind it. Lesson learned: Don’t use a logo mill to do your logo design. Get a specialist who will actually care about your particular project.

Adam White is a 20+ year entrepreneur having built and sold 18 internet businesses. He currently runs JustReachOut and SquidVision, a new type of landing page optimization software for SaaS companies, and does SaaS and SEO consulting at He lives in Tennessee with his wife and kids and in between SaaS businesses he writes and directs feature films.

3 comments On DO NOT Let Logoworks Design Your Logo

  • I really can’t remember purchasing anything online because they had a cool logo design. In fact I never really noticed a websites logo design until I started my own online business and wanted a logo design of my own.

    Makes me wonder if cool logos are only good for feeding our egos?

  • Hey Adam,
    I have a special number that allows me to help friends out that are not having a pleasant experience with HP products (and maybe services). If you are interested ping me and we could see what happens with it.

    Next time you want to drop $600 on a logo I would say definitely go with a friend. I know at least two graphic designers who would do a good job. MAybe someday I can afford them. ;-)

  • Please contact Gr8ideas for affordable & quality logo service. You do not need to pay us until you are satisfied with your logo.


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