What does a logo design cost?

A logo is the first thing people see when they interact with your brand. It's what makes them feel comfortable and familiar.

A logo is an investment

A logo can be implemented on packaging, products, social media, buildings, shops, vans, company cars, printing, website, presentations, templates, commercials, etc. A logo is an integral part of a company. It therefore costs an enormous amount of time and money to replace a logo throughout an organisation.

So invest in a good logo in good time. So that you don't have to spend a lot of money for the implementation of a redesign. Outside the financial picture, your customers have to learn to recognise your logo / company again. Which often takes the most effort within different sectors.

A well-designed logo costs more, but in the long run it pays for itself. See some examples below:

  • Coca Cola | since 1890
  • Shell | since 1971
  • Apple | since 1977
  • Mercedes | since 1933
  • Levi's | since 1969

What factors influence the cost of a logo design?

Logo design can be a big investment. But what factors determine how much you end up spending on your logo?

Strategy and Research

The more time and research you invest early in the process, the better your logo will be. Your designer needs to understand who you are and what your company is about so that he can create a unique concept that fits your brand perfectly. It's not just about making something beautiful: it has to fulfill its purpose and support the growth of your company and connect with the target group.

Delivery time

Having a good logo designed takes time. If all goes well, the designer or design agency invests in getting to know the company, the industry, the customers and the competition. Finding the right inspiration or inspiration for the perfect design is not always easy to guide, sometimes you have to rest for a few days to look at it with fresh eyes. The subsequent elaboration of various concepts and pouring them into a beautiful presentation. Present and apply possible revisions and wait for approvals before even exporting a set of logo variations.

Of course everything can always be faster. Postpone other projects, work on them with several people, work overtime/weekends. There is of course also an urgent rate.

How extensive are the logo deliverables?

Logos come in all shapes and sizes. The most common ones are made for digital use, but there are also logos that need to be printed (eg on business cards). Some can be applied immediately, others must first be adapted (e.g. color change) before they can be used.

Brand book or not?

A brand book (also called brand guideline or visual guide) is an important part of a new logo. It contains the design elements associated with the identity and tells designers and other stakeholders how to use them correctly. A brand book usually consists of:

- Logo in different formats (formats, colours, black/white, transparent, etc.)

- Clear instructions on how to use the logo correctly and what not to do or to use as a substitute

When such a book is provided, the logo design process usually takes more time than if no brand book exists. Without it there is a greater risk of logo misuse and the need for rebranding later.

Logo colour sheet

A color sheet shows all the colors that can be used for a logo and associated elements. It usually consists of CMYK or Pantone colours, but sometimes also includes black, white and gradients/patterns, and printing instructions.

Number of different file types

Most logos require different formats of the same file. There are standard vector files (such as .eps or .ai) that can be scaled to any size. Then it is also common that the logo is used in different formats, eg jpg/png/gif for websites, svg for mobile apps. If you want to know more about this, check out this article about different logo file types.

Different logo variations

For most logos different variations have to be made. For example, it makes sense to create a version without the company name if the logo is to be on letterhead or business cards. And don't forget your social media channels, where some logos appear much smaller than intended. Multiple color variations also increase the bill.

Number of logo proposals and revisions

A logo is rarely created from scratch on the first try. Usually it takes a few rounds of sketches and digital drafts before a final version can be chosen. Each iteration may require customer reviews, revisions and back-and-forth communication until a suitable concept is found or all possibilities are exhausted.

Whether or not animation is incorporated into the design

Adding movement to a logo can make it more appealing . This can be done in many different ways, such as with animations (gifs), videos or small movement effects.

And even more.

Think of customer research / surveys to test a logo against the target group before implementation. Or due diligence research to be 100% sure that the chosen logo is unique and has not been used before. A logo introduction campaign to communicate the new logo to employees and customers.

Where can I have my logo designed and what does it cost?

There are many places to have a logo designed. Costs vary widely. From a logo builder platform where you can compose a logo yourself to large design agencies where you are helped from A to Z and also receive other services.

Prices can vary from a few tens to hundreds of thousands of euros per logo design project. More information about what it costs to have a logo designed can be found below.

Logo builder platform €

Logo builder platforms are designed to help customers build their own logos. They usually provide free tools, including fonts, colours, shapes, and effect elements. Customers can choose from a selection of pre-made designs or upload their own images. In some cases, they can also find clip art and illustrations.

Advantages

  • Cheap and fast results

Disadvantages:

  • No unique logo design

Design contest €

Logo design contests are a popular option for those who want to have many different logo proposals. In most cases, participants do not need to physically present their work or have a style guide. Instead, they can upload different versions of the same logo and the customers choose from the best options available. Fiverr is an example of a site where logo contests are popular

Allround designer €€

Allround designers are usually experienced in all areas of design, including logo design. They can provide clients with a wide range of services such as typography, color selection, illustration and brand strategy.

Advantages

  • Can provide a wide range of services

Disadvantages

  • Is not specialised

Logo design specialist €€€

Logo design specialists have a lot of experience in designing logos. They have developed processes that help them to design truly unique and effective logos for their customers.

Advantages:

  • Unique design
  • Suits your company and effective for your target audience.
  • Many years of experience and specialised in logo design

Disadvantages

  • Works alone. Projects must be scheduled.

Design agency €€€€

Large design agencies offer a wide range of services, including brand strategy, website design and identity design. They often have a large pool of designers from which to choose the best candidate for your logo project.

Benefits

  • Designers with many years of experience
  • A wide range of services that can be tailored to your needs

Internationally acclaimed design agency or designer €€€€€

The most expensive option is to work with an internationally renowned design agency or designer. This can give you a logo that is truly unique and has the potential to become a world-renowned brand.

Advantages

  • Uniqueness
  • Worldwide recognition
  • Guaranteed quality
  • Experienced and talented designers

Disadvantages

  • The highest costs

Tips for choosing the right logo designer

The costs of a logo design project can vary widely , depending on the option selected. As described above, logo builder platforms and design contests are the cheapest options. All-round designers and logo design specialists are more expensive, but can deliver a more unique and effective logo. Large design firms can also provide a wide range of services, often making them the most flexible option. Finally, internationally renowned design agencies and designers can be the most expensive, but also deliver the most unique and effective logos.

When choosing a logo designer, it is important to consider your own needs and goals.

  • What are you willing to invest?
  • What level of quality do you need? For large companies it is extremely important to have an effective and unique logo. A lot depends on it.
  • How much time and effort are you willing to invest in the design process?
  • Do not hire a logo designer who has a specific design style that does not fit your brand / target group.
  • Also look at the designer himself. Choose someone with experience and a good reputation. You don't want your logo to be designed by someone who is still learning or not an expert.

A Good Logo Design Brief

When designing your logo, it is important that you write a good design brief - a document outlining the goals and objectives of the logo project. In this way, all parties involved in the process can work more efficiently and effectively. You can't expect your logo designer to read your mind and design exactly what you have in mind.

In this blog post I give 7 tips for writing a good logo design brief for your company.

Written by Ruud van Bergen

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