How to Price your logo design

Today we're going to talk about logo design costs and Factors that can affect logo design pricing.

There are so many different elements that can make up the cost to logo design.

Where do you start? Well, I think the best place to start is for me to focus on how I charge for logo design. That way, that gives you an idea of how other logo designers, who do have a similar process and a way of pricing logos will interact with you if you're looking to have a logo designed.

So, the first thing to say is that I can't tell you straight off the bat how much your logo is going to cost. Now, if you have a look at my website, I do have a logo and branding package page and what that does is, that gives two sets of pricing,  a lower end and a higher end, with different elements in each package showing what you'll get for that price.

Now, if you came to me for a logo design, you may not necessarily pay the prices that are in those packages, because you may need different elements than what I have listed.

You may need more, you may need less.

One of the packages there, though, does specify the minimum amount of things that I believe you require for a successful logo design.

The other one has a few more added elements that someone may require, if they want to take their branding just a little bit stepped further. But that's still not going to be specific enough for you. Let's say, for example, you're a start-up company. So, you have no previous branding.

Everything is starting from a clean slate. That's actually pretty good because what we can do, is we can have a chat. I'll find out a bit more about you, about the product and service that you're looking to start. We can look at your industry,

do a bit of research into what your competitors are doing, and also look at your target audience and find out who they are. What do they like, where do they hang out, those types of things. That will dictate the path that we take for your brand identity and your logo.

Now, that all seems pretty straight forward, and really it is. But you will have different requirements than, say, someone else who's in an entirely different industry, or they may be in the same industry, but have a different mindset in the size of business that they want to grow. So, they'll have different brand assets that they require from a designer. Which means differing amounts of time involved, which will equate to a different budget at the end of the day.

So, let's move from a start-up to someone who is rebranding. They've already got their business. They've been operating for a couple of years already, and they found that they now have a really strong identity and they know where they're going, they know what their customers want. It's maybe changed a little bit from when they started the business because that's generally what happens.

You'll start your business and you'll be all passionate and you know what you want to do, you know what you want to sell, and you know the message that you want to give. But after a couple of years, that's when you find out that really the customers are in control of your brand. They're the ones that dictate what they want, and you need to provide it to them. So it doesn't mean that your product or service is wrong. It just means that you maybe need to change your message to attract the audience that you want, and the custom that you want to get.

The difference between a start-up and a rebrand though, is that you will already have developed some brand assets.
You'll have marketing materials, you'll have a website. You may have vehicles.

You'll have all sorts of things that have your logo on them. So, what we're going to have to do is, we're going to have to do all of the things that we do with a start-up, we will maybe need to also include some focus groups to speak to your current customers, find out what they like and they don't like, so we can take all of that information into the rebrand and create something which is more fitting.

But then we will need to apply all of that to your current brand assets and your marketing materials. So, that could be a fairly lengthy job. You may not have many things. You may be quite a lean business, in terms of your brand assets. But you may have built quite a large company and so we need to look at that.

And if you take that into consideration compared to a start-up, that's a lot more work and a lot more effort for me as the designer to take all of those brand assets and put your new brand identity to them. So you can see that I can't actually say to you, the moment you come to me and say, "Hey Col, we're looking to get a new logo design, "how much is that going to cost me?" How long is a piece of string, as the saying goes? I need to find out a lot more information from you about what you want, what you need, do you have an existing brand, do you have any existing assets?

All of that will come together in terms of time, which I can then look at and give you an overall fee for the design project. Another thing to say is that you should go into a logo design with an investment mindset. Your logo is a large investment in your business. It should last you for five, 10, possibly even 20 years.

So, whatever you're charged at the start, you need to look at that as an investment fee into growing your business. If you break that down over 10 years, 20 years, and what each customer will cost, what a sale will give you,it's not going to be as scary when the designer gives you the fee for logo design, because you'll be able to look at it as an investment across your brand over many years, and see how it will help you to grow your business.

If you go into logo design with a cost mindset, your branding isn't going to be as successful. Because going into it with a cost mindset is not the open mindset that your designer will need from you.

You may have quite a complex brand identity, which, by creating sub-brands will make it easier for your customers to look at your services and products. Now, creating sub-brands will obviously require more time, which means the fee will be larger. If you have a cost mindset, and you're just looking at money, rather than looking at what these sub-brands will do, chances are you'll tell your designer not to bother, and just stick with the one logo.

If you are of an investment mindset, you could see the benefits of the sub-brands, and you would more likely give the go-ahead, so that it's all done properly at one point. Now of course I haven't mentioned the other logo design services which are out there.

There's Fiverr, there are competition-type sites like 99designs, and you've also got off-the-shelf logo stock websites. Now, that's an entirely different area, compared to working with a professional brand designer. And I will do another video which talks about each of those different segments, Fiverr, 99designs, stock sites, and we'll go into the pros and cons of choosing to use those.

Right now though, I hope that this video has been a good insight into why logo design really isn't an exact science when it comes to giving you a specific fee. It does depend.

It depends on what you need, what you want your brand to do. I hope you've got something out of this article. 

share it to anyone you think might find useful.
How to Price your logo design How to Price your logo design Reviewed by Hassan Designz on November 08, 2019 Rating: 5


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