Why a logo should cost more than a latte.

With the popularity of the internet and the ease of hiring an individual from anywhere I have seen many of these $5 – $99 logo sites. You know the ones that you just launch a contest and get all these design ideas to pick from. Where 25+ designers will give it a stab at designing your image.

Many of you may take one look at that statement and think it’s the best thing since sliced bread…you can get a logo for your business for under $100? So sure in text that sounds great but think about it, if that person has a chance of making $99 how much time do you think they spend on that design? How many other companies did they submit that same design to with just changing the name on it? And that other $5 site, how much time and knowledge do you think they have?

Sure a professional designer will cost more but they will also go though many steps to make your logo represent your brand. For instance here are a few of the steps I go though:

  • Background – Talk with the client, review any marketing materials they currently have, speak with the owner and find out what type of styles they like, find out if they have anything in mind
  • Research – study your product, find out how it’s used, what type of cliental it appeals to, what designs are already being used
  • Design – Here I usually come up with about 20 initial concepts and then work through those to be able to present the client with 6-8 options.
  • Revisions – Usually go through about 4-6 sets of revisions
  • Deliverables – Deliver various file formats, variations and a logo style guide (this is a booklet that explains how the logo should be used, official colors, fonts, etc).

As you can see with a professional logo there is alot more involved which there should be since your logo is your identity to your business. It’s one of the first things your clients see and is the image they have of your company. It is something you will likely keep for 5-10 years (if not more). You want it to be as unique as your business.

So here are a few things to keep in mind when hiring a logo designer:

  1. When getting a quote tell them your budget, and give them an idea of what you want. A logo that wants a custom charter will be more verses a styled icon.
  2. Take a look at their portfolio, is their style something that you like? Remember you are hiring an artist, each style is different.
  3. Make sure you will be receiving many file variations of that final logo (eps, ai, png, jpg are the most common). You should also receive versions that will be one color, a reverse version (i.e. if it was to be printed white on black) as well as versions with and without a tag line, if that is applicable. side note: if they are unable to provide a vector image (eps or ai) you may have trouble enlarging the file for print work and for screen or embroidery work.
  4. Make sure it’s clear how many revisions you will be receiving for the price that is quoted.
  5. Ask the designer if the artwork that will be used will be original or is from a stock art site.
  6. Logo Guide – Will a logo style guide be provided. These are used to define the terms of how you should use your logo and which versions to use for certain situations.

Please keep these points in mind when you are looking for a designer. For some you may not care if your logo is the same 10 other companies (and that is fine) but if you are one that wants to be unique please consider hiring a professional.

My logo designs packages usually start at around $395 and go up, please email me for a tailored quote on your next project.

Addition: A friend just shared this video with me and I just thought it was perfect for this topic, enjoy!


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