A great logo can help a Business project a positive image while a bad logo can bring a negative impression about a company. For many companies, a logo is the only identifiable mark a potential customer may ever see, so it needs to be memorable, descriptive and easily recognizable. If a logo is the company spokesman, how much is it really worth?
Cheap logo designs are all over the Internet - logo designs under $150! $99 logo designs, $75 logo designs, $49 logo designs and even lower! You will easily find a wide range of prices for logo design on the Internet. Be careful of cheap logo design offers, some designers may be using clip art. A logo design that includes a royalty free piece of clip art cannot be copyrighted. That same piece of clip art could be used on dozens of other logo designs. A designers portfolio should be displayed and there should be a wide variety of logo samples. At $49 each, do all of the logos look the same? Do the majority of them have block lettering and a swoosh?
Some logo designers charge one flat fee for a logo with no questions asked. Can you imagine Coca-Cola purchasing a logo design for $99? What a deal! Or how about Bob's bait shop paying $750 for a logo. There goes the budget! All companies are not equal in size, budget and usage. All designs are not equal. Does a swoosh take the same amount of time and effort as creating a detailed motorcycle?
The confusion doesn't stop there. Some logo designers charge additional costs for extra colors, extra modifications and extra preliminary designs. You have to get your calculator out just to figure the final cost of your logo. Do you really know what you are paying for?
How much is a logo design really worth? Ask Coca-Cola, Polo, Nike, The Hard Rock Cafe, Hallmark or any other company that relies on their logo as their number one spokesman. Not every company is as large as these but every company should have a logo that is easy to identify and stands for the integrity of that Business.
A logo design is more valuable to a company than a single spot illustration. An illustration is normally used once or used for a limited campaign, whereas a logo is used for years and is placed on Business cards, letterheads, envelopes, web sites, vehicles, buildings and products. Do you see the difference in value to a company? A logo has more value than just the hours spent on creating it. It becomes the companies identity.
With that said, shouldn't a logo be worth more than just the time involved in creating it? Professional graphic design rates average anywhere from $30 to $75 per hour. If you see a logo design priced at $125 and that designer charges $50 per hour for design work, do you assume that they spent 2.5 hours on your logo? That price would include the time spent to contact you, the research done on your company and competition, the preliminary ideas, the changes, the finalizing of the logo, the file prep for each different format, sending the logo, billing and allowing you to have all rights to the design. So how much time was actually spent creating your logo?
My conclusion is that a logo is much more valuable to a company than a standard illustration so the price should reflect the added value. Many professional graphic designers would be hard pressed to create a top notch illustration for under $150 let alone a creative, well designed logo. So beware of logos priced under $150, you may get what you pay for.
There's even more confusion about logo pricing. Some designers base their logo rates on several of these factors:
Logo Modifications - You could get charged for each time you want a change or modification to your logo. If a logo designer asks the right questions, does the research and stays in close communication with the client there should be no need for major changes during the creation of a logo design. Be a good communicator and explain to the logo designer exactly what you want your logo to be saying about your Business. As a designer, you should get signed approval for each modification showing that the client was in agreement at the time.
Extra Colors - Printers charge more for extra colors. If a logo designer charges more for a two color logo than they do for a three color logo, get a detailed
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