From the course: Logo Design: Handmade Aesthetic

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David vs. Goliath: Small has its advantages

David vs. Goliath: Small has its advantages

From the course: Logo Design: Handmade Aesthetic

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David vs. Goliath: Small has its advantages

- One of my standing comments made in meetings with a new client is that I'm seldom hired to make someone look smaller than they are. And, it actually speaks to the desire of most clients to project an image of where they hope to be in the future. They want to give potential customers a feeling that they've been in business for years, or that they have other stores elsewhere, or that they aren't just an individual sitting at a computer in their parents' basement. All legitimate concerns for a start-up business. On the other hand, for the right kind of product or clients, there are some distinct advantages to conveying a very personal identity, one that assures the customers they won't get lost in a sea of countless others. A client that wants to sell products that are truly unique and not cranked out in mass production frenzy, one that uses the term hand-made because it actually is hand made and not because it just looks that way. There is nothing wrong with being a "Goliath," but…

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