Designers — Decide if you’re a Person or a Company
What are you really?
I struggled with this for years. When I struck out on my own, first I was Andy Sheffield, then I was Cure for the Common, then CFTC, then I put ‘Studios’ on the end of it to sound cooler and boutiquey-er, I guess. My rationale at the time: I wanted to appear more like an entity than an individual. And based on how often I see it, a lot of designers struggle with this too.
What are you really?
Thing is, at this point in my professional career I am an individual. You might be too. My portfolio serves to sell that one person (still me) to a company — to either get work, or work there. Think about it this way — if you’re applying for jobs as a designer (or whatever) are they hiring DesignCircumstance, Inc.® or Brian? The answer 9 times out of 10? Brian. Unless you are truly making and pitching a business, skip it. Even then, probably skip it.
Should I get an LLC either way?
If you are going it alone, the advice on this shifts with freelance laws per state. Generally speaking, you don’t need one. They can be handy for taxes but there are a lot of official business-things you need to keep up with — even as a single member entity. Sales tax reports, minutes, separate bank accounts. It can get annoying and expensive, especially if you forget to do it. It’s also not cheap to close an LLC.
The Bottom Line
Flourish-y names about DeSigN are often the worst way to name yourself. It’s no mistake some of the best design companies in the world are simply someone’s last name, three people’s last names, or acronyms. (Yes, some of them suck too, but read the room.)
The Actual Bottom Line
Unless you are truly starting a business that requires people to understand what it is you’re selling, use your own name. If you’re a solo designer, use your own name.
(PRACTICAL KNOWLEDGE) is an ongoing series about presenting work, building better portfolios and being a decent creative by Andy Sheffield. I think it goes without saying this is not financial advice.
