Pricing Logo Design


Every graphic designer ask the age-old question…. “How much should I charge my clients for logo design?”. So if you don’t know what your skills are worth, rest assured you’re not alone. I still wonder whether we are doing ourselves justice with the rates we have set, and I’ve been in charge of my business for what seems like a very long time.

There is a great quote I use with new clients which reads ‘It took me a few seconds to draw it, but it took me 34 years to learn how to draw it in a few seconds’. This sums it all up so nicely. As an experienced designer you may be quick, but it has taken years of practice to get to that point.

You can’t be expected to price a design project without first understanding the needs of your client. I just don’t know how some designers can advertise a list of predetermined prices for x amount of concepts with x rounds of revisions, they are attempting to commoditize a profession that by definition can’t be commoditized.

Every client is different, so every design project will be also.
It makes no sense to me to pigeonhole your client into a specific price bracket. What works for one will not work for another, and your time profit a big hit when you limit yourself to a set range and attract clients on the basis of price alone.

The pricing formula

Pricing logo design is far from an exact science formula, and even when you think you’ve covered every  factor possible for determining your costs, another one will crop up and force you to recalculate. It’s important to consider what affects the amount you quote, and how you can ensure you actually make a profit.

Print costs

A logo design is likely to contain a range of print design, such as business cards, letterheads, or a  brochure, and it is difficult to determine how and what to charge your client for providing this service.

Designers normally charge a markup on the total print costs when they handle this service for the client. This is their way of recouping the time and effort spent liaising with the print company. There’s no industry standard percentage, but somewhere between a 15 and 20 percent markup is a good starting point.

My advice is to advise clients to deal directly with a printer locally. This helps clients in two ways: They save money that is otherwise spent on my markup, and they build a business relationship with someone local, which can save a significant amount of money on future print runs. And if your clients take the time to ask a printer how to make the most of the money they plan to spend on their printing project, they likely will be surprised at the advice and help the printer delivers.

Level of expertise

Only you know how much your skills are worth, and this value is the result of your experience in dealing with clients. I frequently ask myself if I’m charging too much or charging
too little, and I reckon every other designer does too. But the main goal is to make sure you’re compensated for the level of experience and education;  the overheads for your office space, equipment, electricity and heating, etc; and the expenses you will incur as a result of working through the design project with your client (travel costs, your time, etc).

Quick turnaround times

If a client is under pressure to have a job completed within a tight time frame, then you need to consider applying a “rush job” markup. Accepting the request means that you, too, will be under increased pressure to get the job done, and might result in a rescheduling of your existing projects. I recommend a markup of 20 percent to 50 percent, depending on the urgency of the deadline and the client.

Additional services

When a client needs a new website to go along with their logo, consider it a wonderful opportunity, even if such a service falls outside your skill set. It’s situations like these that allow you to provide that extra level of service and support that is most useful to your client.

Down payments

It is essential that you receive a down payment prior to commencing work—especially when dealing with a client with whom you have no prior relationship. If you don’t get one, it’s easy to be taken for a ride.

I made a mistake of falling into this trap in my early days of being in business. I once worked with a client with whom I had an understanding that full payment would be made after I sent final artwork. I supplied my client with the designs, but almost immediately after, my client contact evaporated, and I was left with nothing.

I would recommend at leat 25 – 50% deposit. This is not unreasonable to ask, and it quite common practice in business.

The money exchange

After having worked with overseas clients for some time, I began to wonder about fluctuations in exchange rates, and whether I should factor these into my initial quotes. It’s worth considering, because there might be a sudden dip in the exchange rate before you receive full payment, potentially leaving you out of pocket.


Adelaide logo design for favourite food event

Category: Adelaide logo design

The problem

Fork on the Road was an idea by Joe Noone, who was inspired by the Food Truck Events overseas. After coming back from his trips abroad, Joe approached us about creating a logo which had to clearly identify the idea of Food Trucks, Vans, Carts and Bikes all in one location, making the food itself the attraction and the event.

The approach

We started the Adelaide logo design project by researching the main theme of the fork on the road as per the title of the event. The ideas was not to take itself too seriously, and have fun with the idea. Using colours such as yellow and red in relation to the fast food industry, red triggers stimulation, appetite, hunger, it attracts attention.  Yellow triggers the feelings of happiness and friendliness.

The solution

We created an identity that is fun and colourful, it is now an Adelaide institution. It just works, and is recognisable around Adelaide.



Fork On The Road Facebook Link

Fork On The Road Website

Why Your Logo Design is Really Important

A logo is to a business as your face is to you.

It is how you are recognised. It reflects your personality, or in case of your business. It is also the most powerful marketing tool known around.

Logo design establishes your identity.

It’s hard to establish your business in the market place without a logo. A logo is like a mental shortcut to a product or company. Just how often do you recognise a car from its make, rather than the ever present logo on the bumper or in front?

The power of a logo lies in its visual stature. Studies have shown people recognise and relate to images faster then say text. In today’s world of multimedia, this rings more true then ever.

Having just any logo, however, is not enough to create a brand identity. A poorly thought logo can easily destroy the image of your business. On the other hand, a carefully designed logo can reach the public and communicate to them the worth of your business or product. So you can see, everything depends on the design of your logo.

Your logo creates your image
In the corporate world, “Image” is everything. A marketing company may like their logo to be bold, so as to reflect aggressiveness, which is often what a client wants in such companies. On the other hand, an Insurance company’s logo would in all probably reflect solidity and dependability, and use that to draw in customers.

However, the market is flooded with Logos, from the corners of newspapers to the moving scroll bar at the bottom of your television screen. It is absolutely necessary, therefore, for a logo to have a meaning, to present something specific and unique to the subconscious mind of the consumer, to set it apart from the rest of the competition.

Your logo solidifies consumer loyalty. 

The work of a Logo goes on even after your Identity and Image has been established. Part of a logo’s effectiveness comes from repetition. As it is known in the business community, familiarity is the key to growing your business. In corporate world, it’s called consumer loyalty or brand loyalty.

Once your logo has established consumer loyalty, your next step will be see it repeated as often as possible. Each time your company or any product or service of your company, is mentioned anywhere, your logo should accompany it. Soon, even a glimpse of a part of that logo will be sufficient for your client to relate to your company.

Your logo is your most powerful marketing tool

Your logo establishes ownership

So invest the time in developing a GREAT logo

This infographic shows what some of the world’s most famous logos say about the companies they represent, and why: