I recently sat down at a coffee chat with a networking buddy, and he hits me with this bombshell: his friend quoted what could only be described as a small fortune to do his logo design. His disbelief was evident, which led me to drop my own bombshell: I wouldn't do a logo design for less than three times that amount. Cue the disbelief and raised eyebrows. Let me be clear, you don't need a crazy expensive logo to get the job done if it's not worth the price tag to you. But it is important to recognize that a logo isn't just a doodle. It's the face of your business, and that's worth a bit more than pocket change. Here’s why I charge what I do for a well-crafted logo design.
The Face of Your Business
Your logo is not just a mark. It most likely will be the single most used piece of your brand. It’s the visual shorthand for who you are and what you do, the face that represents your entire brand in one small yet impactful mark. When you opt for cheaper providers or crowd-sourcing platforms, you might end up with a logo pieced together from previously designed logos or stock images, leaving you with no rights to your own brand identity. Imagine bumping into someone else with the exact same logo – awwwwwwkward.
Collaboration for a Unique Identity
My logo design process is collaborative. I delve into the heart of your business, aiming to not only represent it visually but also attract the right audience. Your logo isn't just a design; it should have a personality that not only represents who you are, but also attracts your ideal clients. Your colors, fonts, and symbology tell a story. It might incorporate details from the origin of your business or something unique about the way you work with clients. We're talking about digging into the soul of your business, figuring out what makes it tick, and then translating that into a special logo unique to just you.
The Color & Font Game
Logo design isn't a one-and-done deal. It involves color and font choices, each with their own psychology. The colors you use impact how people view and feel about your brand. For instance, you may have noticed how many banks use blue in their branding, and it's no coincidence because that color triggers feelings of safety and calmness (think ocean waves). Fonts, too, carry specific personalities. Choosing the right ones can convey trust, establish your business, or project a fun vibe – all critical elements of how your audience perceives you.
A System, Not Just a Mark
When I design a logo, it's more like a wardrobe rather than a one-size-fits-all sweater – different styles for different occasions. I think of it as a system, not a standalone mark with a variety of configurations and orientations to fit different spaces and uses. Your logo should be versatile enough to work on your website, social media, or even as a sticker, stamp, or watermark without losing its impact.
It's All About The Details
After a decade in the design rodeo, I've developed a knack for seeing things that others might miss. All the small things (*sung like Tom DeLonge*) like the breathing room between letters, negative space, and alignment are nuances that elevate a design — usually without even being consciously noticed. It's the difference between a design that looks cohesive and one that looks cheap.
all about the files
Once you've got your logo design nailed down, you're going to need the right files to get the most out of your new system. When we work together, you get every file type you could possibly need without having to return and plead for something as basic as a vector EPS. Some designers might hand you three files, but that simplicity can quickly become a limitation when you need your logo on a non-white background or a vendor requests the vector file. (Pssst...wondering what in the holy heck I'm talking about when I say "vector file?" Check out this post on the 3 files you should have for your new logo and how to use them.)
All that to say, your logo is not just a doodle on a napkin or even just a pretty mark. It's a strategic investment in your brand's story and how others perceive you. It represents your business on every platform, resonates with your audience, and sets the tone for your brand personality. So, when you're handed a quote for a logo design, consider it an investment in the very face of your business. And when you hear the price tag for a quality logo, try not to see it as an expense, but as a statement of your brand's worth.
