Ah, the mighty corporate logo. For companies in trouble, many times the CMO doesn't know what to do, so they change the logo. Looks good on the MBO. Ten years ago at Novell (a company in trouble), the new marketing person changed the logo from "sharks teeth" to "connected balls". Something about networking I guess. Then she got the boot and the next marketing exec changed the logo to just a word mark. Which resulted in the saying "No teeth, no balls, just Novell".
Ouch! Changing a logo never fixes marketing problems.
I have a different kind of issue. We've been plugging away at our new startup company and realized that we needed a logo. Something to put on business cards and our VC needed to list us under their portfolio company section. If you've never done a logo before, you need to read "Play 5" in John Fox's book. Whatever you come up with should be no more than 2 color for print, needs a horizontal and stacked format and should be available in grayscale, black & white, full color in .ai . jpg .png .gif and .tif. (which you can create from Illustrator).
So being a Web world I decided to try the online world. Logoworks seems to be getting the press, so I gave them a try. Went for the Gold package for $400. Didn't read the fine print. Then again, I couldn't find the fine print. First off, you never get to talk to a designer. Sad but true. I was mid way into the project and tried to talk to the designer and the project manager Jessica called me and told me I couldn't. I asked for her phone number and she said email was best. Would send that to me. She didn't. Contacted customer support to get her email address and they gave me a bad address. Total dead end on this project. On their home page they have "satisfaction guaranteed". Should have clicked on that. Didn't.
Turns out if you do not like any of their initial designs, you can get your money back except for $75. But once you are into a project you are SOL. Click on it, and you get a picture of their founder Morgan Lynch, but no contact information. BTW if you really want Morgan, here's his email address which I found after doing a little research. Also found out that of the $400 the designer gets $75 - $90 and Logoworks keeps the rest.
This story does have a happy ending. Through my press contacts I did find out the PR person and she agreed to refund our money. Nice person!
Creative is a one on one process. You really need to talk to someone realtime. Which is why Logo Factories Pro package makes sense. They let you talk to the designer. So after 7 weeks of wasted time, I'm back at the beginning. Just hired an independent out of New Mexico today. I'll let you know how that works out.