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Designer needed. Logo desired. Labs flirts with the crowd.

3rd April 09

Posted by Adam Glickman

Posted in BBH Labs

Tasked with exploring new models for marketers, one of our first orders of business will be to hold an “open pitch” for our new logo. All interested designers please visit http://bit.ly/39yWEd for more on the deadline, the brief and the fee.

We’re posting a brief on Crowdspring well aware of the heated discussions taking place within the design community regarding sites that promote spec work. Though the crowdsourcing business model is still clearly in its infancy, BBH Labs reasoning for giving Crowdspring a try, simply put, is because the model seems to be working (albeit, better for smaller companies).

We’ve heard the arguments against Crowdspring. We’ve heard it said that it lowers the standard of what is considered “good” design. But for the purposes of this conversation, isn’t a “good” design one that pleases the person paying for it? I think Marley and Me is a “bad” film. My niece disagrees. So be it.

Another argument is that the Crowdspring model is akin to outsourcing, putting professional design work in the hands of untrained amateurs, and in the process, driving down the price real designers are able to charge for their services. If you’re a great designer, these sites shouldn’t be a threat since aspiring designers willing to work on spec is nothing new. If you’re a mediocre designer on the other hand, then consider that new technologies will only continue to make you better: just as the mouse made you better and Adobe Illustrator made you better, competing on a larger playing field should also make you better (and add to your bottom line).

I don’t want to sound overly insensitive, but evolution isn’t always orderly: we are living in a transformational period and in order to not be put out to pasture prematurely, entire industries are having to retrain themselves and rethink how business is going to be conducted going forward. From young designers to established agency networks, change is coming.

I’ll stop rambling now and come back to why we like Crowdspring. We see these sites as giving much more than they take. By matchmaking small businesses that wouldn’t have been able to otherwise afford a custom logo with a pool of designers that wouldn’t have otherwise been able to offer their services, they are helping to grow an overall appreciation for design as well as build an entirely new market that didn’t previously exist.

Will Crowdspring deliver Labs a great logo that meets our demanding and sophisticated needs? Not sure, but we’re looking forward to fishing these new waters nonetheless.

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