Why Clients Turn Us Down.

I cannot tell you how many times a client has turned us down because of the time we take to do visual identities, only for them to come back 2 weeks later having achieved worse than nothing in a get-branded-quick process.
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Actually, I can. Around 10-12 times. Maybe 15, for hyperbole.
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So, how long should a Visual Identity project take?

2 weeks:
You’re absolutely bonkers, or being swindled.
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4 weeks:
You’re going to get something very basic from a busy provider, or something very busy from a basic provider.

6-8 weeks:
Good. Allows time for intake, exploration, and design from a good design team/designer. Allows for plenty of time for internal discussion, assimilation, and feedback from you - a good founder.

8-12 weeks:
Ideal - optimum conditions for both sides. 

With all of this said, this is our perspective, and each provider has different capabilities, availability, and processes. The failsafe to source creative well is to follow the golden rule:

Do NOT enter a project without clearly marked out phases/milestones, feedback rounds, and deadlines. 

Tuck your faux-urgency away. 
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This is not a guarantee that your project will finish right on time, things happen (more often on your side than the agency/freelancer), but it is something you can lean on to mark a beginning, middle, and end to your visual identity.

Agree or Disagree? Let me, Oliver, or Oli, know in the comments or a strongly worded email (hello@mused.design). 

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The Free Branding Movement is a fund sponsored by Mused that selects one brand, based on the merit of its core mission and founding team, for a full visual identity, free of charge. You can find registration details here.