Professional Logo design today is totally under rated. People do not understand how important a good logo is and how valuable it is to their business. We are going to outline some very important points explaining to you exactly why logo design should not cost $99, and why your logo is not something you should ever take lightly.
We will do this by comparing “cheap logo design” to “professional logo design” and we will outline the reasons why professional logo designers don’t charge low fees and why you should invest in a professional logo design.
What Is A Logo?
To really understand what a logo must achieve, we first must know what a logo is. A logo’s design is for immediate brand recognition, it inspires trust, admiration and loyalty. A logo is one aspect of a businesses brand, or economic entity, its colours, shapes and fonts usually are different from others in a similar market. Logos are also used to identify business.
It makes us so frustrated as to why some people have no logo, or why they would even bother with a getting a cheap logo designed if a logo is meant to do all of these things.
Before we get into comparing cheap vs professional logo design I want to talk to you a bit about SPEC work. “Spec” has become the short form for any work done on a speculative basis.
For example. If you design this for me, I will pay you if I like it. – This is clealry not right.
To explain, let’s create a scene in another industry where SPEC work does NOT exist.
“I went for a dental check-up the other day. After the dentist finished, he suggested I need some work to prevent further tooth decay. I told him to go ahead, and if the dental work to my satisfaction, I’d be more than happy to pay. He responded that he wouldn’t be able to do that, because he normally provides a service when a fee is agreed upon up-front. I said I’d let him know after I checked in with other local dentists.”
This sort of thing happens in the design industry every day and is ruining the design industry. A designer should not have to invest time and resources with no guarantee of payment much like a dentist or any other professional.
Check out these comics below about Spec Work, they are very amusing.
Cheap Logo Design
What quality can you expect for a logo in between the $5 – $200 price bracket. Have a look at the following link $35 logo design contest that was held on Digital Point Forums.
The “brief” for the logo design was
“MAKE A LOGO FOR THE SITE ‘SPELA PIANO’. THE MEANING OF THAT IS PLAY PIANO. THIS IS A SITE WHERE OUR MEMBERS CAN LEARN TO PLAY PIANO ONLINE.”
Below you can see the concepts from the contestants, which one do you think won?
You will notice that nearly all of the logos above use free standard issue fonts and don’t assign to the rules of what makes a good logo. Ie. memorable, effective, describable and scalable.
Ask yourself the following questions to the contest logos above:
- How many of the logos can you describe or remember?
- Do you think these logos are effective without colour?
- Are they scalable enough?
- Do they gain immediate recognition of what they are?
- Do they convey the company’s character or personality?
- Do they relate to your clients by conveying a feeling of credibility?
- Do they have association with quality?
Professional Logo Design
Now compare these professional logo designs and answer the same questions as above….
Can you any difference?
Why are they so different? Because professional logo designers have a process that involves research and conceptualising and this is why they do not charge $99.
The design process of a professional logo designer usually consists of:
- A Design Brief: This is a questionnaire and interview with the client to create a design brief.
- Research: Conduct research focused on the market itself, on its history, and its competitors.
- Conceptualising: Develop logo concept(s) around the brief and the research.
- Reflection: Taking breaks throughout their design process. This lets ideas mature and get them renewed enthusiasm and get feedback.
- Presentation: Choose whether to present only a select few logos to the client.
Do you believe doing all of that costs $99?
On that note, did you know that the software used to make the logo is around $2,000 in itself, let alone the computer or the costs associated with essentials… i.e. paper, ink and an internet.
Here are some more responses from other designers on reasons why logo design does not cost $99.
- A logo is the first impression your customers get of your business.
- A logo needs longevity, it should stand the test of time.
- A logo needs to be original (not a copy from somewhere else).
- A logo should look professional.
- A logo should reflect the business.
- A logo is the starting point of your corporate image.
Now look back at those $99 logo designs to see they follow the above points.
How much does a logo cost?
This is the most frequently asked question, and as we say to all our clients it is the hardest one to answer without more details of the project.
The cost of a professional logo design is a question that cannot be easily answered as every company has different needs, the best way to approach this question is to draw up a customised quote for each individual. This is how we approach it at DesignLab.
A number of facts have to be taken into consideration when designing a logo, i.e. how many logo concepts, how many changes are required, how much research is needed, the size of the business, does the business need corporate stationery (such as business card or letterhead design).
The best way to find out how much a logo design will cost is to get a quote from the design agency.
Is Time To Invest?
Isn’t it about time you invested in a professional logo design?
You can can get a free quote by calling Spiros on 0431 926 575 or email us at firstname.lastname@example.org