It can be a difficult and confusing process beginning the search for a logo design firm. The internet is flooded with thousands of designers, all providing seemingly similar services at vastly different prices. Below is our honest review of what you're likely to receive in the vast design industry at various budget levels. Our service isn't made for every company - so we have no problem telling you the truth, even if it means losing you as a client.
If you'd like to spend nothing on your logo design, this option is certainly available to you. There are numerous sites that allow you to create logos based on templates using software online. Simply search for "free logo" or "free logo software" on Google. In the end, you'll share the same generic icon with thousands of other companies. If you have absolutely no budget, spend nothing on advertising and marketing, do not have any friends that are designers, and posses not an inkling of design skill, this option is perfect for you. For everyone else, the important questions to now focus on are:
As a former Financial Analyst, I am always reminded that it's important to analyze the true cost involved in a decision, not just the number on the price tag. There are several key factors when deciding how much you should invest:
How much do I currently spend (or plan on spending) on advertising and marketing? We consistently run into businesses that don't feel the need to invest in their logo, but are perfectly fine spending several thousand dollars each year (or month) on advertising. Your logo is the focal point of your advertising and marketing efforts. It's pretty simple: with a better logo, you'll see increased response rates and make more money.
What other investments, products, and services are tied to my logo? Here are some possibilities: signage, business cards, website design, t-shirts, advertisements, letterhead, trucks. The wider the reach of your logo within your communication plan, the more important it is that you get it right the first time. Your first logo is likely going to be visible for years. Changing your logo in the future would be a much more substantial investment.
How much money do I have available? Optimally, you have dedicated a portion of your marketing and advertising budget to professional logo design. For some companies that are cash-strapped, your choices will be limited based on your budget.
For under $500, you'll find the extreme low end of the design market. This encompases the majority of the logo design sites online including the "design contests", free software templates, companies located in developing countries, and low-end US "studios" that frequently employ inexperienced or untalented designers. For $500 - $1,000, you'll find mostly average designers, or designers that live in countries with much lower costs of living. At this price, in the rare event you are able to find a high quality designer willing to work on your project, they likely aren't going to be willing to invest much time or effort into creating something great.
Read more about the
danger and risks of design contests.
This portion of the market encompasses most of the legitimate talented designers in the industry. Most of the designers in this bracket are independent freelance designers or small design agencies, and can offer high-quality design similar to the larger branding and design firms, but without the overhead or overly-inflated prices. Costs can differ drastically per designer and per project
depending on a number of factors.
The designs shown above were created in the past by designers we have featured at Logolance (hype -
Dustin Chessin, Mount Snow -
Nathan Hinz, Suitart & CEWI -
Bence Csernák).
These are large design agencies that have earned the right to charge hefty hourly rates and they aren't afraid to use it. Companies that use these agencies are not typically all that worried about cost, and fees can quickly escalate into hundreds of thousands of dollars. The new Pepsi logo (included above) is reported to have
cost over 1 million dollars through Arnell Group with a full roll-out cost potentially in the tens of millions of dollars. The new Big Ten logo was surely very costly through design firm Pentagram, but has had mixed reviews.
