15 comments

  • Aaron Wears Many HatsAaron Wears Many Hats, 6 months ago

    .logo {

    /*letter-spacing: 5px;*/ letter-spacing: -5px;

    }

    Done! That'll be $100,000 thanks.

    13 points
    • Mike Wilson, 5 months ago

      I really hope they charged Zara, a company with $30 Billion dollars in revenue last year, more than $100k for a global rebrand.

      That’d be like me charging a small business 1 penny for a logo.

      3 points
      • Aaron Wears Many HatsAaron Wears Many Hats, 5 months ago

        To be fair.. I do in part agree, however I'd honestly hope that a respectable design company wouldn't arbitrarily inflate the price for some customers just based on their perceived corporate value. I'm a little on the fence tbh!

        -1 points
        • Mike Wilson, 5 months ago

          I feel sorry for any designer who doesn’t believe design adds value to the growth potential of a business.

          So you believe design is a commodity that anyone can provide? Thus the price should be the same for every company since it won’t affect their bottom line?

          Zara is a fashion company. Their brand is literally what they sell.

          I know we have a lot of younger folks on DN, so here’s a lesson for the downvoters: a global rebrand of a company the size of Zara is not just about firing up illustrator and creating the logo. That’s maybe 1% of it. The strategy, collateral impact across stores/countries/branded pieces and actual process of flying across the globe and getting a corporate beaurocracy with 10,000+ Ass-covering employees and execs to agree on this thing is the 99%.

          Even on an hours billed/commodity model, $100k would be pretty cheap. That’s around what a non-profit museum with one location in NYC would pay for a rebrand.

          I’d guess $100k was the travel expenses alone on this project (not just on the agency side, but from Zara’s team as well) depending on how many stakeholder meetings were required and meetings across internal departments.

          9 points
          • Aaron Wears Many HatsAaron Wears Many Hats, 5 months ago

            This isn't exactly what I was getting at. An agency charges agency rates, and while I don't at all disagree with the (hypothetical) $100k price tag, what I'm getting at is that if you know with overheads you're going to be charging 100k for this logo, I wouldn't expect the agency to then add another, say, 50% to the price just because it's Zara.

            I've been in various agencies for a long time now, btw. I've been in my fair share of ones that go ass-up because of shitty business practices too. Its arbitrarily stacking up the price that I don't wholeheartedly agree with, not charging based on your current business model.

            0 points
        • Zsolt Kacso, 5 months ago

          You charge based on value provided, so it's not arbitrary. If you don't charge by value you're stuck making $200 logos, because it takes you 4 hours or something.

          1 point
        • Adam WAdam W, 5 months ago

          I'd honestly hope that a respectable design company wouldn't arbitrarily inflate the price for some customers just based on their perceived corporate value.

          That is exactly the basis that you should adjust pricing around. Design is perception. Perception is value. Zara's logo is valuable to them because it theirs and not someone else's.

          It is a direct representation of their brand. So while the perceived value may feel arbitrary to anyone outside of the brand, the price paid is a reflection of that value and not just that of the hours or resources that went into creating it

          1 point
        • Jimmy HookerJimmy Hooker, 5 months ago

          I would charge them as much as they could possibly bear and that I could justify. It would be insane to do otherwise.

          0 points
    • Jake CounsellJake Counsell, 6 months ago

      More like -50px

      1 point
  • Zsolt Kacso, 6 months ago

    I actually like it - change my mind. It is squashed, but it's 4 letters, not like you can't make out what it says.

    6 points
  • Ike KuIke Ku, 5 months ago

    That tracking makes me claustrophobic :/

    2 points
  • Weston VierreggerWeston Vierregger, 5 months ago

    horrible to treat the type this way lads. you hate to see it.

    1 point
  • Jan SemlerJan Semler, 6 months ago

    Clothes? Totally overrated.

    0 points
  • Ahmed Sulajman, 6 months ago

    Boring typography. It feels that their new logo doesn't have any space...

    0 points
  • Jake CounsellJake Counsell, 6 months ago

    OOOO dear god, It's soooo bad! Also, very lazy!

    0 points