Crowdsourcing logo selection

Logo design can be a painstakingly slow process. Graphic designers and branding consultants might kick off the process, followed by weeks of internal debate. At least in my experience, oftentimes the community to which the logo is supposed to appeal, whether that be consumers, businesses, the media, etc., is left out of the process. The result is that a company’s most recognizable branding element is created in a vacuum, which is hardly ideal considering the investments in treasure and time these decisions require.

With that in mind, I was absolutely delighted to come across the booth for LaVia Detox and Treatment Center at the Moments of Change conference this past week. CEO Sarah Sacks had solicited online a new logo design, but wanted insight on which of the finalists she should select. She produced a sign featuring her top five logo choices, inviting attendees to drop their business cards in numbered cups corresponding to their favorite. Post-show she will e-mail participants the results.

Sacks’ strategy is brilliant on several levels. First, her crowdsourcing strategy provides valuable input into this important branding decision. By inviting community feedback, she also provided attendees with a reason to linger at her booth, talk with her, and learn more about LaVia. Inviting attendees to submit their business cards to vote for their favorite design was a savvy lead-generation technique as well. 

In the past 14 years I have attended many conferences (My tally at the end of next week will be 4 in 14 days), and this is the first time I have come across such an amazingly simple yet effective marketing strategy. For those struggling with new logo selection I would encourage you to emulate Sacks' method.

PS UPDATE, OCTOBER 15
Here is the winning logo.