The creation of a visual identity, whether for an individual, firm or other entity, can run the gamut from a lengthy process costing tens of thousands of dollars and requiring months of interaction with a top design firm, to a few bucks for someone's nephew to whip up a nightmare over the weekend. The internet has provided opportunities to designers, notably via the ability to promote their work as well as participate in site design for their clients. And let's not forget that we can now easily tap vast libraries of top-notch fonts online, as well as engage with colleagues on a broad variety of sites devoted to the interests of designers.

But the flip side of the coin is that new models for the purchase of design-related products and services are increasingly present. It began with stock photography, expanded into footage and then embraced illustration. The most recent area of design expertise to become commoditized is that of logos, with a number of sites now providing a platform on which designers and clients can meet. New kid on the block is the just-launched StockLogos.com, the latest site from WebMediaBrands, which is also the owner of Graphics.com.

During the logo creation process, designers typically come up with a variety of solutions, only one of which the client decides to go with. StockLogos.com sees itself as providing a way to monetize such creations, which paradoxically designers often see as examples of their best work. Those purchasing posted logos are encouraged to contact the designer and continue the design process, to ensure the logo is a perfect fit for the actual application. Visitors can also post a design brief that details their requirements. Designers can then review the brief, create the logo to the brief's specifications and post it to the site's marketplace. As the broker, StockLogos.com retains a reasonable 25% of the selling price.

In the works are additional designer-friendly features, such as a designer showcase independent from the logos to help clients choose a logo designer for a custom logo, and an area dedicated to educating visitors about best practices in identity design.