What does logo design cost?
Why do some designers charge so much for a logo – what effort goes into it apart from making something look pretty? How many hours does it take to develop a logo for a small business? Question asked by Nicole Leedham of blackcoffeecommunication.com.au
Why do some designers charge so much for a logo?
There are many factors in which designers take into consideration when working out their pricing: Time that it will take to do the job, the project specifications, the designers experience and their qualifications/training and also level of demand. Design firms also have expenses such as rent, staff wages, electricity, program and computer expenses, internet usage… the list goes on!
My University lecturer once told me that you can expect junior designers to charge around $35-$55 per hour, and professional designers to charge from $88-120+ an hour – giving you a very big difference in price!
Logo Design Process
There is a in-depth process to creating a logo. The process will vary from designer to designer, so i will write about my process which i have perfected over the years!
1# Preliminary Consultation/Design Brief
Before i even put pencil to paper, i have client’s fill out a comprehensive design brief. This brief includes everything from billing/administration details, right through to the crux of their logo design – what they like, what they don’t, what they want to achieve, target audience etc.
From the design brief answers, i research the businesses industry for design fads and trends as to get the best idea on what will make the business stand out. I research the needs of the target audience and work out the best cause of action for the logo.
From the brief and research, i develop a series of rough sketches for the logo. I then compile these sketches, along with my rationale and research and send off to the client for their input. Further sketches may be produces based on feedback from client.
4# Digital Roughs
Once client has approved direction of sketches, i produce digital roughs in black and white to send through to the client. The reason they are only in black and white is because colour can play a bias part in the choosing of the logo. The design should be chosen for the design, not the colours used. The client is then asked to choose one digital rough to proceed with through to the final design.
5# Design Refinement
In this step, refinement of chosen design is completed – including introduction of colour, finalisation of font and layout choices. This is once again sent through to the client for their input and approval.
Completed, approved design is then prepared for print and web output. I usually send all of the logo files to my client so they have a copy to use with sign writters/embroiders etc but this is something not all designers will offer – best to check with your designer if this is included as releasing the files to you may incur an extra fee.
Again, all designers have a different process – so make sure you check with your chosen designer as to how they do things and what you can expect.
How many hours does it take to develop a logo for a small business?
Pending the designers process and design skills (and of course your budget!), logo design can take anywhere from 4 hours to 40 hours, depending again on the project and the variables mentioned above. On a good project, where everything is going right and i don’t have any setbacks; the above logo design process will take me around 30 hours, spread over 4 weeks. More complex briefs will take longer and simple briefs can take around 10-15 hours spread over a week.