How to make a real dog’s dinner of your branding

1. DO NOT brief a design agency then do it yourself. The best creative work is inspired by a brief that’s not too tight, not too loose, and certainly not too prescriptive.

2. DO NOT ask for free concepts. Skilled people deserve proper payment for the work they do.

3. DO NOT use Copperplate or Comic Sans. These fonts will make professional designers point and laugh at you behind your back :-)

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