I was helping a client
create a brand identity for a new company. I thought that this meant designing
a logo and a corporate identity, and also some matching promotional materials. The
client’s idea of what I would be doing wasn’t quite so clear.
Client: I need a
company logo that I could apply to all my stationary, websites, e-mail –
everything. But I need you to be discrete; this information is highly confidential.
Me: No problem,
maybe we can meet up to chat about what exactly you want your logo to express,
what the business is about, etc.
company stands for simplicity, information availability,
and transparency. I hope this helps.
Me: What exactly
does your company do?
Client: I’m not
sure why you need more information. This company will become successful world-wide,
but it’s confidential at the moment.
Me: Fine. What is
the company called?
Client: I was
hoping you could help me with that.
He then sent me a long
list of possible names that were mostly just his name and his wife’s name
awkwardly smashed into one word.
Me: I’m not sure
if I can help you with the name, that wasn’t really what we discussed and
wasn’t included in the price I quoted you.
Client: You don’t
understand, this company will be really successful. We’ll be sure to repay
you for any help you give us getting started.
Me: You need to
tell me what you actually do in order for me to craft a brand identity for you,
if I don’t know what your company does, and if it doesn’t even have a name, I
can’t create a brand for you.
I stopped writing back
after that. Who knows? Maybe he thinks I’m still working for him, and I’m just
being “top secret.”