Unlimited design revisions
A rather bizzare aspect of the online logo design industry.
 Must admit - the term 'unlimited revisions' in 24 pont bold type looks pretty appealing in a red starburst. And at a flat rate too. How is this possible? Short answer - it isn't. Simply put, 'unlimited revisions' is a concept that's impossible to deliver, and the use of these two words is designed to do one thing, and one thing only. That's to separate you from your cash. On a philosophical level, it shouldn't take 'unlimited' revisions to arrive at your perfect logo. A competant designer should be able to hone in on the 'perfect logo' within a few revision cycles. After all - the preliminary concepts were initially worked up with target market and business philosophies in mind (in the case of the 'unlimited revision' shops, I often wonder if they were). Anything else is just Visual Spam - throw enough designs at the project in the hope something, anything, will stick. And ultimately, the 'Unlimited Revisions' promise is impossible to keep.
Unlimited revisions - really?
Here's a fun (though somewhat cheeky) test - order a logo from one of these companies, and request, nay demand, that your work-in-progress logo to be previewed in ten thousand color combinations within the three day turnaround schedule as advertised on the website. Ten thousand is not even 'unlimited'. Unlimited is, well, unlimited. If the answer is anything other than "yes", then the service is NOT really offering unlimited revisions. There is a limit. We're not sure where it is. But it is there. Simply put - when companies promise you 'unlimited revisions' on ANY design project they are at best being disengious, at worst flat out lying. Kinda shakes up your confidence in their entire design process, huh? It should be obvious to everyone that nobody can truly offer 'unlimited revisions' with any design project , unless you're paying billable hours, or by revision, and in that case, the more the merrier. It would only take one single out of control project to bankrupt the studio.
Unlimited revisions - how is it possible?
So what's the deal? Donning my detective cap, I went under cover - answering a freelance job posting from a leading logo design firm, (posted on the HOW Design Forum), to find out. After jumping through some hurdles (and, preserving my design ego, actually getting the job), I had an online chat exchange with the company spokesperson to find out how it all panned out:
Me: If I'm working on a design project, am I responsible for the entire project, or just the preliminary concepts?
Them: Our freelance designers are responsible for the entire project.
Me: That doesn't make much sense. You're paying me a flat rate for my design work, but your web site advertises 'unlimited revision's. How can I commit to unlimited revisions for flat rate?
Them: Don't worry about that. If the client has not approved a design in 2 or 3 revision cycles, we cancel the project and refund their money (Ed - minus the service charge).
Me: Isn't that a little dishonest?
Them: We have been around for a while, and that is how we do business. If you are not comfortable with that, maybe this job is not for you.
Me: You're probably right.
Now that makes sense. If a client appears to be a 'headache', demanding 'unlimied revisions', the solution is to end the project, and refund the fees paid. Except for one small detail - the 'refund' actually involves keeping a $75 'service fee' (which, by the way, covers the fee paid to the designers in the first place). Not exactly a 'money back guarantee' as advertised on the front page. In fact, the sales pitch could actually be translated into "Hire us to create your logo. We'll go through a few rounds of roughs, and if we haven't come up with something that you like, we'll refund a portion of your fee and keep a portion of it to cover our costs in the development of preliminary designs". That's not a bad pitch. Honest too. But of course, that doesn't sell as well as "Unlimited Revisions. Money back guarantee if not satisfied" screaming at you in a star burst. We will be charitable and call this marketing 'hype'.
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