Ad agency Design by Watermark has created this handy flowchart to let their prospective clients figure out if they really do need a new logo.

Sure, it’s a bit facetious, but it does go through some of the common gripes designers have everywhere.

The under-valuation of their work (“Designers are too expensive”, goes one bubble); the ridiculous payment methods (“In beer”); and the general ignorance on the graphic design occupation all feature in the flowchart.

Before anyone actually takes this seriously, the flowchart’s just an ad for the agency. Only an “international spy” wouldn’t need a logo, they claim. But everything else does.

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