May 5, 2007
ARTICLES:
>>> May Luncheon Topic: Some Success Secrets >here
>>> Upcoming Events >here
>>> eNewsletter Text Only Version Available>here
>>> Dear Mark Column >here
>>> Guild Job Announcements >here
>>> Guild Teleclass Series >here
>>> Lobbist Request Physical 3D Art Samples >here
>>> From The Membership >here
>>> PENTAWARDS: The best of world packaging design>here
>>> WA Lawyer for the Arts Brown Bag Seminar >here
>>> Classifieds >here

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May Luncheon Topic: "Some Success Secrets" presented by Larry Coffman, editor of MARKETING



Larry Coffman is a long-time Seattle resident and for the past twenty years has published MARKETING, a trade newspaper for the Puget Sound area. Larry's MARKETING newspaper is a well-known resource for designers, illustrators, marketers, advertising agencies and printers in the Pacific Northwest. It's a go-to source for finding out which talent was snatched up by what firm, who did what, who won what, and the true trends of the industry. The MARKETING contributors are in-the-field professionals providing real insights and tools for today's concerns.

WHERE: Rock Salt Steaks and Seafood, 1232 Westlake Ave North, Seattle, WA 98109, 206-284-1047 http://www.rocksaltlakeunion.com/index.html

Map: http://www.rocksaltlakeunion.com/map.html

PARKING: Parking is free in the parking lot that stretches along the block of Westlake in front of the restaurant.

WHEN: The last Wednesday of the month: Wednesday, May 31st, 2007
11:30am–2:00pm (program starts at noon)

RESERVATIONS: Must RSVP before NOON on May 25 for reduced admission. After noon May 25 it’s pay at-the-door prices. Reserve your place and meal choice. http://www.seattleguild.org/meetingPaypal.html

RSVP for Members and Students: Only $25, a new reduced price
(students must show current, full-time student ID at the door)
RSVP for Non-Members: $30
At the Door Members and Students (students must show current, full-time ID): $30
At the Door Non-Members: $35
At-the-door payments may now be made with CREDIT CARDS.

Join the Guild at the luncheon and your meeting cost is FREE (prepaid will be refunded), plus you will receive a copy of the Pricing and Ethical Guidelines (over $35 value) to take home with you.

MEAL CHOICES: Meat Dish or Vegetarian. Please note your preference on RSVP. Choose meat or vegetarian in PayPal comment window. The default is Meat Dish. At-the-door choice might be limited, so RSVP.

PARKING:
Parking is free in the parking lot that stretches along that block of Westlake in front of the restaurant.
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Upcoming Events

Guild Sculpture Social
Saturday, May 19, 200
Meet at The Old Spaghetti Factory at 3:30 p.m.
2801 Elliott Ave., Seattle, WA 98121
(206) 441-7724

A FREE social event to get to know other Guilders, have fun, and experience a little culture at the same time! We'll meet at 3:30 p.m. at The Old Spaghetti Factory right near the new Olympic Sculpture Park. Wear a flower or two so we'll know you! Then at 4:00 p.m. we'll walk to the Sculpture Park and tour the sights. Maybe we'll have a docent there to give us some extra insights. For you artsy types, bring your camera or your sketchpad.

Olympic Sculpture Park
2901 Western Avenue, Seattle, WA 98121
(206) 654-3100
seattleartmuseum.org

June Luncheon Topic Modern Dog: 20 Years of Poster Art
Wednesday, June 27, 2007
Rock Salt Restaurant – RSVP

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eNewsletter Text Only Version Available

You can now access a text only version of this enewsletter . Just look for the download link icon in this and future editions of the Whitespace. We know that some of you have problems printing out the eNewsletter and this link should help.

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Client wants web use for card art?

Dear Mark,
WWI have a design question for you. I designed a business card for a new company. We ended up going with a caricature of the owner [painting] as the card. She now wants to use it on her e-mails and I have no idea how to price it. Any advice?
WWWW– Justia Card

Dear Justia,
WWYou are facing two dilemmas that many designers face every day. The first is Identity Growth and the second is licensing. As the client’s identity grows, so does the value of that identity.
WW Your easiest solution here is to treat the caricature as a logo. That is to say, to license full and complete rights of the image to the client. This basically means that they can use the image, anywhere, anytime, for as long as they want. Of course such a license means a hefty price tag. Which is great if they can afford it. This is why, even when I’m dealing with a mom and pop start up company only working weekends in the garage, I’m clear with them from the very start the value that is placed on their brand image. Often, the large price tag is startling to them and they suffer from momentary sticker shock. I often ease this pain, not by lowering my prices, but by creating a long-term payment plan. This provides me with adequate reimbursement, and the client with a true sense of the value of their identity.
WWNow you might be saying, “But it’s just a caricature. It’s not their main logo.” Or the client will say, “It’s just our mascot. No big deal.” Well, a clown named Ronald is McDonald’s mascot. And his identity association with the company is just as important to their brand as the golden arches logo. Also, consider Estee Lauder. They have a long line of perfumes and each one of those has a logo as well, even if it is only a bit of calligraphy. You can bet those “bits” of calligraphy had contracts which described full licensing rights.
WW Your next option is to do staged licensing. A past example would be the company Egghead Software. They are gone now but once upon a time their little mascot was an Einstein-looking Humpty Dumpty. The designer did not sell full licensing to the company initially. Rather, they paid him for each usage of the mascot, and they kept paying him to draw new versions of the mascot in various outfits to fit their current campaigns. Finally the company realized that the Mascot was worth a lot of money because they were paying a lot of money, and a full licensing agreement was happily agreed upon by both parties.
WW Your difficulty is that the next stage of licensing (that of a website) is much larger than your previous one. Where the business cards were a limited number run, which limits the exposure and thus value, the internet is potentially unlimited exposure. The only limit to it is the client’s ability to market the website. Your definitely are looking at a much larger price tag here.
WW In my own personal experience, I have done online mascots for as little as $400 each (but I did multiple mascots for the same client, and it was for a test website that was most likely not going to see the light of the internet) and for as much as $12K (where I did multiple versions, going through public and private review).
WW As you can see in all these examples, the price is directly tied to the exposure. What you need to do is to review, define and quantify use of the current image by its exposure. This will cover geographic area, time, quantity, etc. (See my online tutorial on pricing here.) Then define the new use. You might need to discuss with a webmaster how websites are judged for value by advertisers for banner ads. The way I know to quantify a website is by number of years it will be posted, times the number of hits the site will receive.
WW Be creative in your thinking. Have preset reuse fees (mine vary 35% to 100% for reuse of identical media and exposure depending on the situation), offer payment plans, discuss their future media plans (example: article run, quarter page, half page, full page, newspaper, magazine, brochure, etc.) so that you can provide them a licensing price list.
WW It should become apparent to both you and your client that your work is very valuable to them. You can avoid alienating the client if you also make the work available to them. But, available does not mean free.
WW A word of warning. Too often a client will lure a designer into a small price tag project, and then slowly add more to the project. You cannot blame a businessperson for following his or her instincts and squeezing as much blood from a stone as they can. But, you also are a businessperson. By having a clear contract, in writing, before you start on any project, you will often avoid any bruising when a client tries to squeeze you for some extra work.
WW If you would like to see the prices that other designers have negotiated for their projects, check out the Graphic Artists Guild’s Pricing and Ethical Guideline Handbook. But, remember as you do so that those are reported prices of what artists received. I do not consider them starting negotiation prices.
WWI hope this is of help.
WWWWWW – Mark Monlux
WWWWWWW Ethics Chair, SPGA Seattle Chapter, Graphic Artists Guild

If you have a question for the Ethics Chair, please email them with the Subject Line "Dear Mark" here.

DISCLAIMER: Mark Monlux's advice is a self indulgent pontification which may or may not cover general principles of law in response to issues of concern to the illustration community. Nothing in email should be construed to be a substitute for advice of counsel regarding the specific facts and circumstances of an individual case. Laws and their interpretation differ from jurisdiction to jurisdiction. Legal advice addressing a specific situation should be sought from an attorney duly licensed in the appropriate jurisdiction.
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Guild Job Announcements

Last week we received a call asking me, “How can I get Job Announcements from the Graphic Artists Guild?” The answer is, “By becoming a Guild Member.” The Graphic Artist Guild receives job announcements from all sorts of businesses, design firms, and colleges. Folks who post their jobs here know that that those responding will be creative professionals who know not only how to do the work, but how to do the work in a professional manner of a true businessperson. They post here because of our very high success in job placement. As long as this chapter has been keeping records, we found that we post anywhere from 60-90 job announcements a year. It’s just another little-known perk of being a Guild member.

And for a small fee you can have your job announcement sent out nationally to all Graphic Artists Guild members. Go to http://www.gag.org/jobline/index.html  for details.

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Guild Teleclass Series

The Graphic Artists Guild has a new professional education series using teleclasses! These classes are easy to attend and are designed to help you learn more about your industry and how to promote and protect your economic interests.

Each class takes place over the phone on the last Thursday of the month at 2:00pm EST, so you can attend in the comfort of your own home or studio. The fee is $15 for Guild members and $25 for non-members. When you register you will be sent information about how to dial in, as well as any applicable handouts from our speakers. And, as a special bonus, all registrants will receive an audio file of the class.

For those unable to attend and who want to learn what was covered, classes will be available as downloadable audio files for the same price. More information on these files will be posted on the Guild’s web site as the files become available.

Class topics range from marketing and licensing to contracts and special teleclasses for graduating students.

Registration forms will be posted monthly for each upcoming class at www.gag.org/teleclasses.php. For more information about our teleclass series please contact the Guild office at 212.791.3400 x 15, or email admin@gag.org.

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Lobbyist Request Physically 3D Art Samples

One of the lobbyists for the Graphic Artists Guild who is working on the Orphan Works bill has asked for examples of certain types of  visual works that would also be affected by any orphan works designation. The Guild needs samples of artists’ copyrighted work in 3-dimensional media; specifically crafts, jewelry, sculpture, and  stained glass, to give examples to Congressional offices.  Copyright  registered work is preferred.

The purpose of this is to convince the Copyright Office that a visual (such as a photograph of the work) is necessary to describe the creative effort in question as words are not nearly adequate, and  actual replicas are infeasible.

Send image file samples to:
Lisa Shaftel
National Advocacy Committee Chairperson
Graphic Artists Guild
advocacy@gag.org
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From the Membership

From Katie M. Berggren:
In March I was honored by the Women Entrepreneurs Organization of Washington (www.weowa.org) as the Woman Entrepreneur of the Year! Wow, was I ever delighted and grateful. You can learn more here: http://www.kmberggren.com/inthenews.htm

From Emma Vokurka:
Tales from the Public Domain: BOUND BY LAW?
Confused about copyright issues? "Tales From the Public Domain: Bound by Law?" provides copyright law basics, including fair use and copyright infringement, in a visual format aimed at college students using and creating multimedia works.

Published by Duke University Law School's Center for the Study of the Public Domain, it can be downloaded for free. http://www.law.duke.edu/cspd/comics/

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PENTAWARDS: The best of world packaging design

Packaging designers will soon have their own international competition dedicated exclusively to packaging design that will confer  awards for the best world creations. Pentawards will be THE reference in packaging creation. Forty categories divided into five groups (Beverages, Food, Body, Other Markets, Luxury) will set the background for the competition of creations from comparable markets. The international jury, which will be announced on April 15, will be composed of marketing and packaging design specialists from Europe, Asia-Pacific and the Americas. The packaging placed on the market in 2006 will be judged for its creativity, impact (branding) and quality. Each category will be conferred 3 bronze, 2 silver and 1 gold Pentawards. The best of each of the 5 groups will receive a platinum Pentaward and the Best of the Show will carry off the supreme prize, the Diamond Pentawards, the trophy of which will be enhanced by a genuine 1-carat diamond certified by the Antwerp diamond exchange (in Belgium). Packaging creators (individuals, agencies, manufacturers) are invited as of now to register on www.pentawards.org to be kept informed about the opening of the competition, which will be accessible from 15 May to 31 July 2007. The results will be announced at the end of October 2007.

For more information: http://www.www.pentawards.org

AND MORE!
ICOGRADA ENDORSEMENTS

Events endorsed by Icograda meet international guidelines for best practices.
For more information see http://www.icograda.org/web/calendar

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Art As A Business: The Pros and Cons of Forming a Business

Artists can gain valuable legal benefits by incorporating their art into a business. Join Washington Lawyers for the Arts and attorney Andrew Brackbill for a discussion about the pros and cons of forming a company. This Brown Bag conversation will answer questions about the process of incorporation, including what types of companies are best for artists, when it is right to form a corporation, what types of corporations there are, what a Limited Liability Company is, and much more.

Andrew Brackbill, a Washington native business transaction and litigation attorney, has over two decades of experience advising top businesses and start-ups on how to build successful corporate structures. Andrew, who has owned and operated his own law firm as a sole practitioner for most of his career, recently became a partner at AXIOS Law Group, PLLC, a Seattle-based intellectual property and business law firm. Andrew earned his B.A. from Washington State University and his J.D. from Seattle University School of Law.

DATE: Thursday, May 17, 2007
TIME: 11:45 am – 2:00 pm (program begins at noon, lunches welcome)
LOCATION: 911 Media Arts Center 402 9th Avenue N Seattle, Washington 98109
FEE: In advance: $25 Attorneys and Paralegals; $10 Artists and Students
At the door: $30 Attorneys and Paralegals; $15 Artists and Students
2 CLE Credits pending

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Classifieds

Your Ad Goes Here
A 50-word ad for $20 is a sweet deal. Members get 2 free ads a year. Check out ad and sponsorship rates. >>here [>>here is hotlink to advertising and sponsorship page]
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