Why do logos cost so much
25th April 2012
Ever tried designing a logo? It’s hard.
I work with three (don’t tell them this) very good designers and have occasionally attempted to create a logo, either to illustrate the kind of thing the client wants or simply to demonstrate that I can do it. But I can’t. Because it’s hard.
When someone rings up, as they did this week, to ask how much it costs to design a logo I really think they believe I’m going to say fifty quid. Because when I tell them, I can actually hear them putting on a brave face, which is quite a trick over a phone line.
To say that there’s an art to designing a good logo isn’t an exaggeration. It has to suit the look and feel of the company it’s representing. It should be different and just a little bit clever. It should have staying power. And it should work on everything from business cards to billboards.
When commissioned to design a logo we can’t simply offer the client one design and say, “Here you go.” We usually commit to three initial concepts, one of which, possibly with a some fine-tuning, will hit the spot and put a little smile on the client’s face.
Then, depending on the budget, we might create a set of brand guidelines that set out specifications for things like fonts and colours in different formats, how the logo should and should not be used and how it is to be displayed on everything from stationery to commercial vehicles.
A good logo will serve a company well for many years, so the process demands not only great creativity and imagination but also sublime patience . . . and a decent budget.