The answer is perhaps a little more complicated than you might like. Whereas industries who sell products do so at a specific price, graphic design works in a far more fluid and bespoke way. When it comes to design there is so much more to consider, beyond just an image to place on marketing material and to have as your twitter profile.
Graphic design covers a multitude of services, ranging from initial logo design and branding through to the development of websites and online shops. So let’s start with that initial point and work out the cost of a logo. It is something that we are often asked for, as people believe it to be the cheaper option to branding. In many ways it is, but that doesn’t mean that one is able to replace the other, or that a logo on its own is any less important.
The way to look at any type of design work is as an investment. Basing a decision on which graphic design company you choose to develop your logo should therefore come down to more than cost. If you are looking for the cheapest option then, unfortunately, it will show. Cheap design work will present your company as cheap and potentially your service or product too. That doesn’t mean that logo design should have to cost the earth either, though. There is a happy middle ground where a professional design company who is dedicated to a bespoke service tailored to you can develop at a reasonable rate.
The below are logo versions produced for just $5. What do you think?
Now these, some of the most recognised and well designed logos in the world.
So why are logos important? A logo is likely to be your first interaction with a potential client. That initial reaction is what you will be remembered for and how you should hope to be recognised in future. With the ever growing popularity of social media and video, there are now even more ways and platforms for people to experience your brand. If you aren’t able to immediately grab their attention with something unique and recognisable then you risk losing their interest indefinitely.
Working with a professional graphic design company is therefore important not just because they have experience of what actually works in practice, but because the additional money you spend buys added value and means that the designer takes the time to understand you. This is something that it is impossible to achieve from buying a stock logo online, a ‘one-size-fits-all’ option that may be cheap but completely impersonal. It also means that although you may know someone who provides logo design for a tenner, you are definitely not receiving the added value of individuality.
It is important to understand the process that a designer goes through for something deemed as simple as a logo:
1. Design brief submitted and discussed
2. Background research of industry and competitors
3. Initial concept development
5. Mock-ups of agreed concept
6. Presentation of concept to client
With all that in mind would you be comfortable paying someone $5? As we’ve hopefully established at this point the price for logo design varies massively depending on the design brief we receive and on a project-by-project basis. Yes, that sounds ambiguous and unhelpful but it is unfortunately the truth. What we would say is to set aside between £345-£995 to guarantee you get the quality a professional logo requires. You may find a cheaper price online, but when in business it is important to invest in quality. When it comes to graphic design it will definitely show.