How much should you pay for a logo? This is a question that you will find multiple answers to. Logo design prices range from low and mid-range, to high-end. Low range logo designs can be purchased anywhere from free to $999. Mid-range logo design can be priced from $1000 up to $9,999, while high-end designs will cost anywhere from $10K and up. So why do we see so many pricing options and other than the price, what’s the difference? You may find an artist willing to do a logo as low as $25 on a site like Fivvr and then see a graphic designer who charges thousands, or even an agency that charge a million. In a nutshell, the biggest difference aside from price, but in correlation to it, is the process and the value of the investment to the client.
For each price range, the logo design process differs. Professional logo design requires research of the company’s brand and the industry that the company is in, the market, its competitors and their target audience. It also requires a design brief for design direction, brainstorming, sketching of concepts, digital drafts, revisions, multiple variations of the design, and a guide to instruct the client on how to use the logo to maintain consistency in branding. On top of this, some mid-range and high-end designs may include brand strategy. All of these processes take time. It could take weeks and sometimes even months depending on the size of the company.
If someone charges $20 for a custom logo design, how much time do you really think they could commit to making it meaningful and professional without making less than minimum wage? Whether it is in quality or message, there will be lack.
For each price range, the logo design process differs. Professional logo design requires research of the company’s brand and the industry that the company is in, the market, its competitors and their target audience. It also requires a design brief for design direction, brainstorming, sketching of concepts, digital drafts, revisions, multiple variations of the design, and a guide to instruct the client on how to use the logo to maintain consistency in branding. On top of this, some mid-range and high-end designs may include brand strategy. All of these processes take time. It could take weeks and sometimes even months depending on the size of the company.
For logo designs in the low-range, following the logo design processes would be financial suicide. Logos in this price range are produced in a few days or maybe within an hour or so and often with stock or plagiarized photos from the internet, they are not brand-focused and there is usually little to no research done. Be careful of those offering dirt-cheap logo designs like the ones on Fivvr as there will be no research that is needed to ensure brand alignment, professional quality, versatility and no copyright infringement. These designs are often provided as one file type of a design on a solid background and often not vectorized or formatted for scalability and versatility.
There are some great designers out there who do produce fantastic designs that are spot on with their client’s brand, but trust that the price range will be nowhere near the low end. Designs within the low price range are normally provided by students who may be just getting started in design, or those from foreign countries with very low operating costs.
The processes for a mid-range and high-end logo design are similar, except, a high-end design is normally produced by a design agency with marketers and a team of designers. A bigger team means higher operating costs. There will also be more thorough research, branding packages and active involvement with the client and their stakeholders.
Your logo is the face of your brand. It is the symbol that represents who you are, what you do, to what standard you do it, what you stand for and who you cater to. It is not simply a design that you copy and paste pieces to, it is a tool that should be well thought out and created with care. To brands that understand the power of well-planned, strategic design, this tool holds value. Design, in general, is used in marketing to attract a specific, targeted audience and send a visual message that peaks their interest. This holds true with logo design. So, if structuring the brand’s image to look professional, trustworthy, and unique will help increase revenue, it is well worth paying at least 30% of the expected increase.
I understand that not everyone is prepared to a make mid-range or high-end logo design commitment. A professional logo design is an investment but it is well worth it. If you are just starting your business or you are on a budget it is tempting to run to Fivvr and buy a $5 logo, but remember that you are purchasing the face of your brand’s identity, and your face needs to stand out in the crowd. It needs to be one that people can trust. Your logo is a direct reflection of your brand, services and /or products, so proceed with caution. If a professional design doesn’t fit your budget now, save up your money and invest later. First impressions are long-lasting and you want yours to be a great one.
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