Perhaps one of the most confusing topics of design work for many people is the logo design process, and how much it should cost. A logo design can range from $5 to MILLIONS of dollars. Which is a pretty broad range. But how can the same thing vary so much in cost? Well, they aren’t the same thing.
It is not unusual for different companies to offer similar services, at varying levels of quality and cost. Take for instance the difference between Kia and Range Rover. Both offer a similar product: cars. But the two have vastly different price points.
Now this is any easy example, because you have something tangible to see and touch. You can literally feel the difference in quality and craftsmanship. But logo designs are a bit more complicated. There is a lot of behind the scenes work and experience that the client will never fully see.
A logo is your brand’s public image, its signature, its shorthand identity. So it is important to get it right. Now at the same time, a logo is only a part of the larger brand identity, but that’s a topic for another time.
Let’s talk about the different price points, from low to high end.
If you are just looking for SOMETHING to have for a logo, with no regard for originality, craftsmanship, market research or quality file assets, then sure, you could find someone to throw something together for $5 to $100. But how good will it really be? How effective will it be for your brand? But if the only problem you are looking to solve is to have ANY sort of visual image for your logo, then mission accomplished.
Now if you move to the mid-range level, to the $1,000 to $10,000 range, you get a lot more bang for your buck. A good designer or agency in this range will sit down and find out your specific needs and talk about your goals. They will perform a strategy and research phase. They will also put in lots of hours during the concept phase to explore many different directions, and provide clean, vector files as the final deliverable.
Jumping to the $10,000 to MILLIONS range, you are getting A LOT. You are getting a team of designers and marketers, all working to make your brand identity a success. A lot more research, a lot more planning, and a lot more ideas. You will get a fully developed brand strategy, brand voice, visual direction, and fully succinct brand identity as a whole. But this isn’t all that goes into logo pricing. There are two more considerations that play a role:
1) The designer’s skill and experience - as with any professional, the better you are at something, the more you can and SHOULD charge.
2) The size of your company - If a designer’s work is going to help a large corporation profit millions of dollars for years to come, then they should charge more than if they were helping a mom and pop store. This is called value based pricing.
The point of all this isn’t to try to sell you on anything or shame you for not having a large budget to work with. It is to shed light on an often confusing topic. In short, you get what you pay for.
If you have questions on logo design or other topics, feel free to drop us a line! We’d love to chat.