Know-How Exchange : Taglines/Names

Jared -

Who do you want as your customers?
What do you (want to) specialize in?
What media do you want to work in?
Do you have a business name that you're trying to marry the slogan to?

Finally, why do you think a slogan that sparks the imagination will make a difference to someone what has your business card in their hand? If your card looks incredible and is printed on solid paper, then that'll speak more than any slogan can.

Dear Jared,

I admire your attitude, and the fact that you're prepared to ask
for help on this question shows you have moxie.

Good for you.

I've been earning my living as a graphic designer since 1985 so believe me, right now, as a 21-year old graphic design student,
the last thing you need is a witty slogan.

It won't help.

The thing you DO need to focus on RIGHT NOW, and for the next year is your portfolio. Why? Because THAT'S what will get you hired, not some witty play on words on a business card.

Jared, no one's buying witty plays on words, they're buying graphic design SOLUTIONS. This means that from a marketing standpoint, what you must focus on is being able to SUPPLY those solutions.

The best way to get your name out anywhere is to do great work for great clients and do this frequently, consistently, and to the best of your ability.

This means doing REAL work for real clients, even if it means doing them on the cheap, or free, so that you can get some real world experience. The only way you'll get people to take you seriously is by hustling and by knocking on doors.

The sooner you get used to hearing "No!", the sooner you can move on to the next prospect. Whenever you hear "No!" you must think "Next!" because this will toughen you up.

Right now, no one owes you a thing.

Every year the design schools of the US pump out tens of thousands of hopeful young design graduates and many of them will not find themselves being welcomed in the world of work with open arms.

You need to understand this for two reasons: 1., it's for your own good and 2., because it's highly likely that your professors and tutors are too lilly livered to be honest with you.

In 1992 I gave a lecture to a group of graphic design students at
a university in the mid west.

I told them that, unless they had one thing driving them, that
half of them had no business being there, that they were, in fact, wasting their time, their money (or their parent's money) the space on the course that could have gone to a more able student, and the time and resources of the school and its staff.

The one thing those students needed, and the one thing that will set YOU apart from your contemporaries is: commitment.

To make a name for yourself you need commitment, passion, desire, and luck. You need skill, talent, and ability, but without commitment you're screwed.

At this stage in your career your business card needs to have five things on it: your name, what you do, your e-mail address, your telephone number, and your website or a link to an online portfolio. That's it. (Although thinking about it, a Twitter link will also help).

When it comes to getting work, keep it simple. Ask for work. Create great solutions for real clients. Do this week in and week out and build a solid portfolio of REAL work. And in time, you'll find people will begin asking for you.

Put this ground work in NOW and it will serve you far better than any witty slogan will ever do.

Why?

Because unless they also read this column, no one else on your college course will be doing this, which will put YOU ahead of the pack.

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA

Hi, nosceteipsum88

I agree with the previous speakers. You are trying to promote yourself as a designer not having even become one yet. Keep your passion for the learning. I am sure by the time you can call yourself a designer, your ideas will change more than once.

Whatever Happens -
Good luck!
Natasha Chernyavskaya
Artographica
Los Angeles, CA