Good work ain’t cheap and cheap work ain’t good - so the saying goes! Well, I really wanted to provide affordable logo design to startups, but providing low-cost logo design is not entirely cost effective. This is a lesson I have learned!
If you are a small business start-up and you want a logo that will represent yourself and your company to the world, there are a few things to consider.
There are lots of seemingly cheap websites out there at the top of the google pages where you can piece together a handful of elements for twenty quid. Will that represent your business effectively? Well probably not, have a go and you will quickly see that really its all particularly naff, and anyone who offers unlimited tweaks in 24 hours is just delirious.
The annoying thing for us designers is that as small businesses we can’t compare with these giant websites that use dodgy SEO tactics to get to the magical top of the google rankings. They are not really genuine people and they won’t care about your business.
Understand the value of good design.
It may seem like a lot of money at the start of a project. Your logo is really really important. I have 5 stages to designing a logo: 1) Research. If you are unsure of your direction this can help you find it. It’s crucial you know your direction by the end of this part. 2) Development… I use this stage to develop different ideas, themes, colours, fonts, over a day or two I start to make visual and meaningful connections unique to your business and draw up different ideas. 3. Designing the logo. I will take my ideas and fine tune them, take different approaches to each idea. 4) Tweaking. Yes, we will tweak and tweak…. this can get frustrating, but eventually (usually) the client will find a design they are happy with. 5) Packaging. Iprovide a folder full of logos in different formats ready for the client to use. This includes various different sizes for social media use and CMYK files for print. This does start to get quite technical. But I'm always on hand to help and advice should you need it.
How long does this take?
Well, it varies, and if I'm really honest it does depend on the client. If the client makes a lot of changes, or there are long periods where communication is interrupted or slow. It's easier if the client has a strong idea of what they want. I will try to complete a logo within a few weeks, but this depends on how busy I am. A good logo takes time. Brand agencies will take months, like 6 months or more. Many of us freelance designers are really naturally creative and good at listening, this, together with the technical skills on how to produce the most important visual identity for your business will not and should not be cheap. You are making an investment into your business, first impressions are crucial in building the foundations of your empire!
It could be a mistake to undercharge for logos to get the business. I could be working on a project for 2 months and effectively get very little for the hours I have put in. Your logo is so important. I have taken the decision to Invoice clients in three stages, 1) Research, 2) development and 3) Refining and finishing. This is preferable for the client too, as they feel they can opt out at the end of the first or second stage if they are not feeling my work.
Would it be possible to offer a cheaper service if a client is very low on budget?
I would only consider this if I could offer 3 logos at the end with no tweaks, this would require the client to know exactly what they want right from the start.
Let us remember that Pepsi paid $1 million for their re-brand, I’m sorry to say I charge a lot less than that! but as each client is special, its best to contact me for a quote. I can usually bring it in between £300 and £500. …With special deals for any client that knows exactly what they want!