A logo is the first thing your target market is going to see when launching a new company, it’s the cornerstone of your branding – a commitment to the overall aesthetic of your company moving forward. When you choose a logo you choose how your signwriting, vehicle wraps, business cards, and invoices will look. Along with other assets such as websites and email signatures.
Most companies rebrand every 7 – 10 years and this rebranding process can cost anywhere from a couple of hundred dollars to millions. For example, ANZ Bank spent $15,000,000 on their logo alone. Considering this how much should you spend on your logo?
You get what you pay for. You can use an online logo maker for $10 – $50, and if you aren’t bothered about having a generic logo and just need one fast this could be for you. At the other end of the spectrum for $2500+ you can have a logo made by a design agency. This will be a guaranteed great outcome created by a team of expert designers and strategists. In the middle of these extremes, you can have a logo made by a trained and experienced freelance graphic designer for somewhere between $300 and $1500. At the lower end of the spectrum, the outcome will be less predictable and the designer will have a smaller portfolio as a reference to their ability. On the other end, you will be able to see the designer’s ability demonstrated in their portfolio and can expect a great outcome.
When you are looking for prices and talking to graphic designers about your new logo there are several things to consider aside from cost. One of the main things is whether or not it is worthwhile for your business to have a style guide created at the same time as the logo. A style guide is a set of guidelines that outlines the company’s logo, colours, fonts, and any other assets. It covers how these should be used in different situations and ensures that the company has consistent branding and helps increase public awareness of that brand. When the designer is creating the logo they will have all the assets used to create the logo in front of them and a good idea of how these should be used. Because of this, it can be efficient to create the style guide at the same time as the logo. It also ensures you put your best foot forward as a company right from the get-go.
Before you begin:
- Make sure the designer is going to provide you with the native vector file of the logo for future changes.
- What versions of the logo do you require? Full colour, white, black, etc. These should be provided as .pngs with transparent backgrounds.
- Clarify how many changes and tweaks are included in the price to set expectations between parties.