Logo Design is easy

The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring.

Paul Rand

Yes, it really is! Designing a good logo however, that is more than just a symbol, will take a lot more than just picking a colour and a shape from a piece of web software that auto-generates one for you until you’re happy with it.

“How much do you charge for a logo?” is possibly the question that every agency gets asked the most. And the response to the answer, more often than not, is met with a bewildered “Really, that much?”. It basically comes down to understanding the approach to executing a professionally designed logo.l

Employing the skills of a creative agency or individual that understands the fundamentals of design can be paramount in delivering a logo that is part of something bigger… a recognisable brand! Having a logo is great, but there is a larger question to ask first and that is, why?

Generally a logo is being sought because a new business is looking to establish themselves in an industry surrounded by competitors and they want to make a first impression that stands them shoulder-to-shoulder, if not above their rivals. Having a logo that your niece or nephew designed because they have Microsoft Publisher and it only cost you a box of chocolates or a favour in return, may not the best way to design something that will stand the test of time.

That is not to say that it has to be an expensive project.

I always try to explain it to clients in a manner that is relevant to them and their product. A great analogy used time and time again focuses on your car; you could take your car to the garage to be fixed by a time-served, qualified professional but there are so many videos out there that you might have a go yourself first!

This is not to say that you won’t fix the car (or indeed create a logo) but what it has cost you is your own time! Would it not be more productive, investing that time back in to your business? Professionals exist for that reason – to have somebody in your corner that understands which typeface suggests stability and which colour range instills confidence and partnership, is essential in creating a logo or brand that is going to be the first thing that your customers see and thus, the first impression of your business.

This is not arrogance; it is confidence. Confidence that we, as designers, know our expertise as well as you know your own in the industry that you service.

Here is a summary of how I go about the process of designing your brand:

• Meet to discuss and detail a Brief
• Research, research, research
• Concepts
• Application to a mockup
• Refinement
• Delivery
• Throughout this process you will have contact with a designer to discuss any questions you may have.

“That’s great, but you still haven’t told me how much it costs?” I hear you ask. That is because every client is different and as such, so is every project. I can tell you my hourly rate and tell you how many hours it will take to get you a design, but that it is entirely subject to how much information we can determine at stage one of the above process.

You may hear that some companies pay in the region of £15,000 – £35,000 for a logo and for this you would be looking at employing the services of one of the top agencies in any city in the UK. At the same time, for this price, you are not receiving ‘just’ a logo – you will have an outline of the application of this logo in every permutation possible, a suggestion on the tone of voice of your brand and even potentially have a mission statement to support your logo.

For me, personally, I would suggest in the region of £350 – £500 for a professional-looking logo or Word mark. My industry would suggest that the more you are willing to invest in your brand and logo then the more you will get out in return. How important is your logo to you and your business? Have a read at what Sagi Haviv told the BBC about great logos.

I genuinely hope you found this article of some interest and if you would like to get in touch with Fundamental Design & Marketing then please contact us via our webform or call Jon on 07921 819218 and let’s see how we can help you solve your problem, today.