Pricing and discussing costs of logos has never been my favourite conversation. But lately it just seems the issue won’t go away. Between all the people who ask for a $100 logo, and all the new designers working for “free” and entering design “contests” it’s an issue that I can no longer ignore. So today I’m jumping on my soapbox.
A few years ago I met a lovely woman at a networking event. When she heard I was a graphic designer, she waited to speak with me. Turns out she’d just received her brand new logo-literally the day before. And she hated it.
I politely asked how much she’d paid for it. She said “$100.” And unfortunately, it showed.
If you’re wondering what the real price of a logo is, prices vary. But you should expect to pay between $500 and $1000.00.
It always amazes me that some business owners are so reluctant to pay for a professionally designed brand image. We’re not talking about a flyer you’re putting up at your grocery store; we’re talking about the symbol that will become the face of your business and the foundation of your brand image.
Why then the reluctance to pay a fair price, or to try to barter/lower the fee? I think part of the problem is all the crowdsourcing and “logo contests” that have been plaguing my industry for the past few years. Even global giants are “giving unknown designers a wonderful opportunity to submit a logo design.” Which means said company gets thousands of people designing for free, hoping to be picked and hoping to be paid creating their brand image. Is this what your company deserves?
Another problem is the “logo generator” websites. For as low as $25 you can get a logo “designed by top designers, with unlimited corrections.” What they fail to tell you is that these are stock logos (see examples to the right) which means you don’t own it. They keep selling the same “logo” over and over to whoever wants it. With these logos all you have to do it “insert your company name here” and presto! You have a logo. How unique to your business is that?
What many may not know is that (real) designers have spent a great deal of time going to school and practising their craft. Like any other professional, we have years of schooling. And as any good designer knows, we don’t just come up with a great logo from thin air. The creative process is one that takes time, effort, not to mention extensive communication with the client to understand how to best serve them.
What many people don’t see is the hours we spend researching a client’s competition, tweaking different concepts, designing the colour sketches. And that just doesn’t add up to $100.
If you are looking to have your logo designed, I can only leave you with these thought:
What is the VALUE you place on your business image?
Is a professional logo and brand image important to you? Will it make a difference in the way potential buyers perceive your business? Ponder that, and you can decide accordingly.
And with that, it’s time to get off my soapbox. If you have comments or thoughts on this issue, I look forward to hearing them.
For a related post, click here to check out the planning, timelines, and yes-BUDGETS.