Every logo Jackie creates is an entirely original piece of art meticulously hand-drawn to represent your unique business. She does not use clipart or ‘stock’ of any kind in her art.
Most importantly, we do whatever it takes to achieve perfection in the eyes of our customers. We stand behind our work with a complete satisfaction guarantee and encourage you to read reviews left by hundreds of business owners we’ve worked with around the world.
Each project begins with a brainstorming session where you’ll speak directly with Jackie about your business, your goals and the vision you have for your brand. Over 80% of our customers book a session without knowing what they want in a logo and that’s okay, her 20+ year marketing background is instrumental in crafting your brand identity.
No advanced preparation is needed and our customers describe her brainstorming sessions as ‘talking with an old friend’. She always prefers getting to speak with her clients, but if there’s a language barrier, we are happy to communicate via email in the language of your choice. We have clients on every continent and with today’s translation technology, the process is as smooth in Dubai or Italy as it is in our home town in the USA.
Do you only design horse logos?
No! We welcome inquiries for all types of businesses!
Although our company is deeply rooted in the equine industry, Jackie’s originality and unique style has gained recognition in industries outside of the horse world as well. She’s created brands for numerous real estate agents, consultants, photographers, dog kennels, lawyers, restaurants, pharmaceutical companies, apparel brands and even HVAC companies.
During your brainstorming session, if she feels she is not the best fit for your business, she will let you know right from the beginning. She only accepts projects she feels 100% confident about taking on. Our goal is to ensure everyone who connects with us has a wonderful experience, even if that means suggesting a different designer.
If you have any other questions or would like to see examples of work she’s completed outside of the horse industry, please don’t hesitate to contact us anytime.
How many concepts and revisions come with your logos?
Here’s how our design process works…
First of all, we are NOT a traditional logo design company and our process is no exception.
We may look like a big company due to the size of the site; but we’re merely a husband and wife with a really pretty website (17 of the 21 years we’ve been at this were spent building websites).
The majority of Jackie’s customers discover us while searching Google for inspiration after having terrible experiences with other logo designers. If that rings a bell, you are most likely very familiar with the ‘typical design process’…
It goes like this…
Most logo design agencies will ask you to fill out a form (“the design brief”) and give you a set number of options (usually 3-10) within a set number of days/weeks and ask you to ‘pick’ your favorite.
Then they allow a set number of ‘revisions’ or ‘minor adjustments’ to the logo you picked.
Our question is this…
What happens when you HATE all 3… 5… or 10?
This is the trouble so many of our customers face before finding us… especially our horse customers. Large logo design agencies operate this way because they have dozens of ‘designers’ who typically grab clipart off of a stock website, paste a business name over it and call it done.
Then you open the email you’ve been anxiously awaiting and feel your stomach sink when looking at all of your ‘options’ realizing you’re now out hundreds, or even thousands, of dollars and the designer is so far off base that you’re not even sure how to tell them what to fix.
And then they blame YOU (the customer) for your inability to properly convey your ideas in the design brief.
We don’t do that.
Instead, Jackie creates a single concept. Her proven process has turned hundreds of disheartened and skeptical business owners (read our testimonials) into our biggest supporters.
The amount of thought, planning, sketching, ideas that hit the trash, fine tuning, tinkering with fonts, etc, that she puts into creating a single logo concept is excessive. When we send your concept, you’re receiving art that has already been through countless revisions and scrutinized by the pickiest artist on the planet… Jackie.
It is very, very rare (less than 2% of our customers) are not in love with their logo from the first moment it’s received.
You’ll likely ask…
“What happens when I’m the rare exception?”
We stand behind our work 100%. If you are not happy with your logo she will make revisions (even if that means creating entirely new concepts) until you’re completely in love with it.
We know the struggles many of you have gone through before finding us and want you to feel excited about starting this project with us, and not worried you may be adding yet another logo design company to your long list of bad experiences. We won’t allow that to happen.
If you have any other questions about our logo design process, please don’t hesitate to contact us anytime.
What if I don’t know what I want?
That’s great news! The overwhelming majority of logos you see in our portfolio were created for people just like you who had absolutely no idea what they wanted. These are often our favorite projects to work on because the “sky’s the limit” when it comes to creativity.
Jackie always loves getting to know our clients, but this becomes especially important when you don’t know what you want. She prefers to start the design process with a phone call where she will brainstorm with you and ask a ton of questions about your business, your audience, your design aesthetic and the motivation behind why you do what you do. Generally within 30 minutes of talking with you, she will have a very strong intuition about the best direction to start sketching.
Oddly enough, she never knows what a logo is going to look like until the moment it’s done. She’s are insanely picky and often times 20-30 sketches will hit the trash for every one logo she produces. But when that one sketch ‘feels’ right… most of the time, it is. And remember, if she doesn’t nail it on the first shot, she will redo it for you as many times as it takes to make sure you love everything about your logo.
“Jackie has a slightly disturbing ability to reach into your head and see exactly what you didn’t even realize you were looking for and then perfectly execute it…”
Please don’t hesitate to contact us anytime if you have questions prior to scheduling your brainstorming session.
What types of files will I get with my logo?
We provide everything you need for putting your logo on virtually anything you can imagine and a detailed email that describes what each of your 6 file types (.ai, .eps, .pdf, .psd, .png and .jpg) are used for so you can always be sure to send the right files to the right product manufacturers.
Your most important files are your .ai and .eps files. Once you approve your draft, we send your logo off to be ‘vectored’. This process takes your logo from being an image and turns it into a mathematical equation. This means your logo can now be sized down to fit on something tiny like a business card, or made into something the size of a large billboard without ever looking fuzzy or losing it’s crisp, clean lines. A couple EQ logos are on semi-trailers and we even have one that is soon to be covering an entire airplane! No matter how big you make it, your logo will always look perfect.
We don’t understand why logo companies typically hold your layered files hostage, but in our opinion… you own your logo and there is no reason you can’t own all of the pieces we used to design it. We include our fully layered ‘master’ .psd file, which allows you to make changes to it in the future should you ever desire to do so. This works incredibly well with certain logos, because depending on its orientation, you may choose to move things around to make it look its best for a particular purpose.
For example, if we created your logo that fits perfectly into your Facebook profile image and on the pocket of a polo shirt and down the road you sponsor an event and need to have a wide banner designed, you will have everything your sign maker needs to put the font next to the art and make it horizontal instead of square. Sometimes you may want to use a small piece on a baseball cap, or just the font by itself on stationary, but in any case, we give you everything so you will always have limitless flexibility.
In addition to your vector and layered files, we also provide your standard .jpg and .png files. The .png is on a transparent background and is perfect for using to watermark images or any other application where you are wanting the background to show through. The .jpg file is a simple image of the logo and is great for websites and print.
If you have any other questions about file types, please don’t hesitate to contact us anytime.
Who owns the copyright to my logo?
This is an extremely important question and one that we hope you take the time to read in its entirety. With EQ, you have the exclusive, unlimited, sole rights to your logo. You can reproduce it, you can sell merchandise with it, you can trademark it, you can do whatever you would like to do – it belongs to you.
Since everything Jackie draws is original and she doesn’t use any clipart or ‘stock’, you will never have the concern of copyright infringement.
We can not emphasize just how important this is, but here’s an example of an EQ client that asked Jackie to redesign their existing logo. Sadly, we get at least two or three of these stories each year…
A new large animal hospital paid a graphic designer to create a logo for their clinic back in the early 2000’s. Unknowingly to the veterinary clinic, the graphic designer purchased a vector image of a horse and added the clinic’s name to the image. More than a decade later, the now extremely well established and quite large veterinary clinic gets sued for copyright infringement.
Not only did the veterinary clinic have a major lawsuit to contend with, they also had their logo on every shirt, card, ad, invoice, stationary, label, truck, sign, etc., and were forced to destroy tens of thousands of dollars worth of branded material.
The repercussion from having a logo that wasn’t original was devastating.
But the designer purchased the image that was used, why couldn’t they use it?
First of all, if you were to read the fine print on almost every royalty free stock art website that exists today, you will notice that they all say “this item may not be used as a logo”. Content creators, and even the royalty free sites themselves, often use this as a method to cash in and it happens all of the time.
Secondly, the graphic designer isn’t advertising your business or selling merchandise with your logo on it… you are. And you are the one who is left wide open, not the designer.
It amazes us how many designers are completely unaware of the potential liability they are subjecting their clients to. They are not doing this to deceive their clients; more often than not, they genuinely just don’t know.
Regardless of whether or not you choose Jackie to design your logo, please be absolutely certain that your designer is creating something original. Saving a few hundred dollars by running a design contest or hiring a firm that uses stock art could end up costing a fortune in the long run and we hope sharing our clients’ story with you helps prevent that from happening.
If you have any other questions about the ownership of your logo, please don’t hesitate to contact us anytime.