A logo is the face of your business, it is the first thing that a customer sees and is also the thing that they will remember you by. As a businessperson yourself, you know that reputations are important and you can’t take any chances to ruin them. A logo shows the world how much you have invested in your business, how much you value your business and in turn how much they should trust and value you.
When you are developing anything around your brand such as your logo which is going to be the foundation of your brand, you will need it to be as good as it can be. ‘A building is only as strong as its foundation’ and this is defiantly the case when it comes to the look of your business.
So how much does a logo cost?
lets put this perspective. If you were to get a quote from a painter and decorator to paint your house they would not be able to give you an accurate figure without first knowing things such as: How many rooms, what size is each room, do I need to strip down the wallpaper first, would you like paint or wallpaper, how urgently do you need this job completing etc?
You might say that this is different from a logo design, but here is why it’s not.
- Just like painting, there are costs to the business. Laptops for design don’t come cheap. You are looking at approximately £2000 for a laptop or desktop that can handle most of the programs needed to create a logo. You then have the software, which can be as much as £60 per month. There are also education costs such as university fees and also the common rent costs.
- There are different types of logos, you have. Word marks are text-based logos or you can have more intricate hand crafted logos.
- You have emblems and symbols like Starbucks or Costa
- Combination marks that combine a graphical image with words in an interesting way. It might even require a modification to a typeface
- You might need the logo in black and white as well as colour and this is going to take more time researching matching it with branding if this already exists
- Multiple variances to your logo, this might be across horizontally, you might have it stacked on top of itself, you might have an emblem, it might change depending on what size the logo will be. You might need 5 different versions of the logo which is the same as creating 5 different logos. This is not going to be the same price as if you were getting just one JPEG image.
- The designer should also create a brand guideline booklet.
If a graphic designer is being professional, they should not be saying “I charge £300 or “I charge £1000 for logos” without asking first ‘what type of logo are we talking about’. There are differences between the amount of time, resources, in depth research, and the amount of time back and forth with the client determining their needs.
Sometimes it is better to tell the graphic designer “I have a budget of £xxx, can you work with me?” and tell them what would you like for that amount of money. Now I know that this might go against your business instinct of wanting to get the best possible deal and the best possible price, but lets ask an honest question… is getting the lowest price more important, or is getting the best quality result more important when we are talking about the logo and foundation of your brand? Lets think about it in another way. If you were to get plastic surgery on your face, would you be looking for the cheapest possible price with a lower rate surgeon, or the best quality? I ask this because that logo will be on the sign for your business, it will be on the business cards, the flyers, the email campaigns, the t-shirts… everything that represents your business!
All of the haggling, bargaining, fishing for a better price really goes out of the window when you really consider that this is about what makes you look good to your customers, and my clients. What makes you money and what are you willing to pay for that. Figure out for yourself what the most you are willing to pay for that is and then ask your designer “can you work with me, and what would you give me for this price”.
Being transparent is important, but also finding designers with good reputations that you feel confident being transparent with is part of that process. Talking about process… lets talk about the design process.
A short look at the Design Process
The logo design stage is made up of different parts, firstly there is the research stage, this means that the designer has to get an in depth understanding of your business in order to create a logo that represents your business. Then there is the concept and development stage. This is where the designer looks at what typeface, what colour schemes to be used, maybe some thumbnail sketches are involved and this is the back and fourth between the client and the designer. This is time that the designer is not working for their other clients and is not creating content or marketing themselves and bringing in new business and they need to be paid for this even if this doesn’t lead to the final product and this is what the upfront deposit is for.
Next you have the design and revision stage, this is the actual design and execution of the approved concept that is being developed so this is the actual work being done on this. The design process doesn’t end here though, just because you have a JPEG of the logo. The designer should then create a brand guideline based on your logo with things such as colours used, where the logo can and cannot be used, how close text can be to the logo, pantone colours and a number of other things.