I don't disagree with your contentions in principle but feel its not an apples to apples comparison to the everyday "design" experience of the vast majority of signmakers. I have the utmost respect for Dan and my opinions have nothing to do with the business model he has built over decades of expertise and experience in both our craft and the graphic design world. In fact, he's been a career long hero and inspiration.
First, there is a huge difference between "designing" a one off sign, vehicle graphics job, etc. and a complete branding package for corporate interests or multi-unit fleet company which is Dan's target market.
Most of us call the first "doing a layout". Unless that one off sign, wrap, etc. is a fairly involved looking and mixed medium endeavor, hardly anyone is going to invest more than a few hours worth of design time into its design.
In my experience, MOST clients in need of a logo design or branding package seek out graphic design studios and advertising/marketing companies well in advance of being ready to order signs for their new endeavor. We design logos on a semi-regular basis and charge our standard hourly rate, but "do layouts" everyday. We package logo design with stationary and other services together, but few companies in our community are big enough in size to warrant the services that Dan offers. Or the price tag unless they are a good size concern.
I think Dan's example of elevating our menu of offerings and exposure level to include those services is excellent strategy and one that should be attempted by those capable of delivering professional level results.
Second, raising one's price's is a separate issue from whether one charges for design time or not.
Third, one's local custom's are sometimes burnt deep into the business practices of many in an area. This is where friendly, collegial associations with others in our craft can be very helpful. Ever notice how licensed electricians, plumbers, automotive repair, etc. contractors are all pretty close to each other's practices and hourly rates? Its because they've learned from experience that their work has an intrinsic value that is comparable to each other. We have some who think they are god's gift to signmaking but can't tell the difference between Arial and Helvetica or pull a straight line and then we have some who are very modest and tremendously talented but are lousy business people and undervalue their work.
I could stand on the roof of our shop and scream at the top of my lungs all day about how we fellow signmakers should put our heads together and create a pricing structure based on similar traits, experience levels, etc. but I'd be hoarse in no time and my competition would use it as an opportunity to go call on our customers and offer bargain basement prices while I was busy doing that.
