How much does a logo cost?
Rebecca Bauer Ritz | Strategy | Tuesday September 20 2011
When starting a business, you know you need a logo. But most people wonder – how much does a logo cost? Or can’t I just create it on my own? I don’t have much money and can’t anyone put some type with some clip art?
Let’s first tackle the cost question. I read a great article “Company Logos for Less” the other day in Inc. magazine where a business owner evaluated 3 different logo websites that offer very cheap logo design (under $500). What type of work do you really end up with? Is it worth your time? The logo designs he was presented had a huge variety and while the end design looked ok, he didn’t really end up with a truly unique logo. As, Steven Heller, says in the article “The one he chose is abstract enough that he can probably use it for anything. But a logo is supposed to be a mnemonic — something people will remember. Looking at these, there’s no sense of ‘aha!’”
Also, according to Inc., large agencies can charge between $25,000 – $50,000 for a logo design. Seriously? Yes, seriously. Did anyone fall off of their chair yet? Ok, get back up and read on. Let’s evaluate what an agency provides: They have a team of people doing market research, studying type, brainstorming and presenting logo design options. Is that a ridiculous amount for most small businesses and start-ups to fathom paying? Yes. Can you get a great design for much less? Definitely.
So, what if you went through a logo designer, such as myself? How much should a small business expect to pay for a great logo, that hits their target market and they love? Let’s first discuss what goes into the process of creating a logo. Is it just spending 30 minutes throwing a typeface with some clip art? Absolutely not. On average I spend at least 10-12 hours completing the following process:
1. Meeting with the client and having them answer around 20 questions about everything from color preference, target market, who are your competitors, etc.
2. Market Research: I look at your competitors logos, your target market and general logo research.
3. Brainstorming: Sketching and word association
4. Type study: I fill two 8.5 x 11 size documents with different type faces that might work.
5. Translate top sketches to computer in black and white artwork. Tip: If a logo doesn’t work in black and white, it won’t be dynamic in color.
6. Pair black and white artwork with typefaces.
7. Pick top 2-3
8. Add color
9. Present to client
10. Make any client requested modifications
11. Send the final files in a variety of file formats to the client.
So, after a designer puts in the time to do the above, I have found most designers I know charge between $1,000 – $3,000. Which in all honestly isn’t anywhere near an agency price, but you still end up with a professional logo that hits your target market. Specific pricing can depend on how many options you want (2 or 10?), your turnaround time (2 weeks or 1 day?) and how much experience a designer has (fresh out of school or +10 years experience?).
Want to know more about logo design? Read What makes a good logo? Or feel free to browse my logo design portfolio.
Rebecca Bauer Ritz
Becca is the owner of Bauerhaus Design, Inc. and is passionate about helping small businesses build their brands.Comments
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exciting logo designs
I concur completely with this article. Its always tough to help a small business client understand the value of design as an investment in their business.
Recently, I have had a number of clients that spent money on something that they were fervently unhappy with but basically decided to keep it to save money instead of cutting their losses and getting a solution that would actually make their money back.
Either way, good approach to the material. ( To note, all my clients who have paid over $1k for their logo are extremely happy with it.) I think people really appreciate a job well done.
Thank you for this article, I found it very helpful, especially the break down list, which prompted me to write.
I’m about to start logo work for one client with 2 entirely different entities. She was unable to provide me w/anything even closely resembling specs; only the vaguest, most nebulous of ideas despite my best efforts.
This must be a recurring issue for many freelancers. Might there be anything one could ad to your list to elicit more information from a client? Perhaps I’m asking the wrong questions. Any keys to getting blood from a sto- er, I mean, to prompting specs from a client?
Hi Antonio -
If the client is being vague, I would recommend you ask them very specific questions. For instance, I usually ask the client to show me 3 logo designs they like and 3 of their competitor logo designs. If they still answer vaguely, I would email them around 5 different logo designs with very different styles and ask which they prefer. For example, one with a separate symbol, one with a script font, and one with just type. Another tool I have found helpful is if you focus on words that describe their business. For example, list 5 words like: modern, classic, romantic, vibrant, minimal, and soft. Which do they most identify with? Or you could ask, if your brand was a car, what type of car would it be? Lexus or Honda? New or an old classic car? The answers to the above should help you pick a corresponding font and style to go after. Hope that helps!