Short answer, yes it is!
Is paying for a logo worth it? How much does it cost? Why is it so expensive? These are the frequently asked questions about logo design that I am here to answer. By the end of this post, not only will you have the answers to all your major logo related questions, but you’ll also gain recommendations on how to efficiently use your logo budget for your business needs.
But first, let’s start with the basics by firstdefining what a logo is.
~ A logo is a symbol using text, shapes, or a combination of both that’s used to identify a company. It’s an essential tool and one of the first things your customers see as an extension of your brand. It is important to note that a logo alone is not a complete brand identity, but it is an important asset to have alongside many others to strengthen your brand visuals.
That said there are many types of logos and below you’ll find a few examples.
Wordmark – A wordmark is a wonderfully crafted logo using the business name. Usually the design takes a minimalist approach with the focus being on typography*.
Combination Mark – A combination mark uses both typography and symbolism related to your brand to craft an impactful logo that communicates to your audience what your company represents. This logo type, used by a variety of companies, can be abundantly found in food-based organizations.
Brandmark – A brandmark is a symbol-based logo created to represent your brand without the words. This type of logo can is usually used by famous social media website brands.
Lettermark – Similar to a wordmark, a lettermark is a logo using the letters/abbreviation of your business name. The design uses the same minimalist approach and the focus is usually on the typography.
Emblem – An emblem is a logo that usually includes a motto and your business name. It uses some or all of these elements to craft an image of what your company represents and is commonly used by schools.
Abstract – An abstract logo is a representation of your brand that is created to capture the emotions of the audience, it’s used to show/represent brand personality.
Mascot – A mascot logo is simply a character-based logo design. The first face of your company, with the personality to match what you want your brand to stand for.
These logos are not exclusive to their brand examples but researching the brands in your scope and observing what logo type they used can help determine what your logo should be.
*The art of arranging written letters into visually appealing, legible text. Commonly used by luxury brands.
The cost of a logo depends on how and who you choose to create it. The prices of a logo can range from US$20 US to US$10000+.
These costs are usually based on the skills, experience, and portfolio of the designer as well as the method you choose to acquire them and the time it takes to complete the design.
Don’t worry I know that the more “expensive: costs can sometimes be off-putting and understandably many small business owners may not be able to pay a large amount for their logo which may lead to them choosing to find and utilize free logo makers/alternatives however, like anything else in business your brand is an investment and when it comes to great design, you should spare no expense.
As a designer, I understand again that this investment is not for everyone and have no issues, especially if you are a small business owner just starting to get your feet in the water but before anyone goes searching for free templates or designing their logo in Canva, we need to discuss the pros and cons.
Pros:
Cons:
I want to make one thing clear, when you purchase a logo from an experienced designer YOU ARE GUARANTEED QUALITY and all businesses, regardless of size and years in the field NEED A LOGO as again, it is one of the key identifiers for your business to your clientele.
The design process of a logo is hard work. Experienced designers, like me, spend a lot of time on research and sketches alone to ensure your logo represents your vision. Making a logo is a difficult task but, with a designer, you are getting a unique design that you can use to whatever extent you choose but don’t just believe me, here are some pros and cons.
Pros:
Cons:
Now that you know the pros and cons of both solutions, I need to make you aware of something, getting a logo only in the long run will be a waste of your investment, here’s why.
A logo alone does not speak for your brand, you need an entire brand identity complete with brand strategies and guidelines for yourself and whoever else you will trust with creating content for your brand. I’m talking colors, do’s and don’ts with the logos, and alternative logo variations for all the major uses (social media, websites, packaging).
A brand identity can typically cost you US$100 to $US20,000+ and those costs vary by designer and also what elements they offer in their package as many factors go into the creation of a brand identity vs just a logo such as:
Scope of Work – A basic logo and color palette will be much cheaper than a full brand identity with guidelines, typography, and marketing materials, the number of revisions and concepts can also be a factor in influencing cost.
Designer/Agency Experience – Some designers may offer lower rates than agencies, especially if they are located in a country where the cost of living is lower however most designers charge based on experience (e.g. a junior designer will typically charge less than a senior designer)
Complexity and Research: Designs that are more intricate and detailed would cost more due to the time being spent on them. You will also be charged for the time spent conducting market research for your brand strategy.
To close off this I want to make sure that it’s understood that I am in no way saying that having a professionally designed logo makes one’s business better than the other, however, it does yield more benefits.
But regardless, template or not, a business is like a marriage, and you wouldn’t go into a marriage haphazardly, right?
Leave your thoughts or questions in the comments and also feel free to read the suggested blog posts to help you along your journey.