How Does Jessica Hische Protect a Logo?

Jessica Hische protects the logo by holding the real mark until a company can keep it. If she makes an outstanding logo for a company with no design team, and the company does really great, growth pushes them to hire an out-of-house agency or an in-house brand team. The first thing that brand team wants is a brand refresh, because they do not want to inherit someone else's work. Skip that risk and the work evaporates as soon as the company is successful. The outcome she refuses is a logo made for an unsuccessful company, thrown away the moment the company becomes successful, a loss that says nothing positive about the work.

She would much rather let the company use a placeholder logo that is vibey enough until they need to think about the overall brand, with enough bandwidth and leeway and a clear sense the company is going somewhere. Then she wants in with the team to help shape it. An out-of-house agency or an in-house brand team still does not typically include a world-renowned expert in letter forms, and letter forms are not a first hire. She does not want to go work for someone else and do that job for one particular company. She loves being an out of house asset instead.