Whether you own a startup or established business, having a professional logo is beneficial on many levels. It builds trust, increases awareness, creates an emotional attachment – and ultimately, can deliver new customers. But how much should it cost?
While the range of logo design prices covers a broad spectrum, if you’re not in the graphic design industry, it may be confusing to know what’s reasonable since the price varies by designer. Not many logo design guidebook exist, and logo designers are free to charge whatever they wish. Some may choose to charge extremely high prices while others may choose to charge rock-bottom prices just to get business. To avoid confusion, try to stay within your price range and pay a price that makes you comfortable. In the end, the price should be fair and equal to the time spent on the task.
A reasonable logo design starts at $200
One should expect a simple logo design to cost approximately $200. A simple design is typically a logo with a well-defined company name and mark. Intricate patterns and complex lettering may increase the price of the logo. The finished design should be clear, unique and professional. The definition of simple will vary from person to person, which is why it is important to find a designer who works with their customers throughout the design process. An experienced designer will be able to produce good work if they have clear instructions. The designer should provide at least four concepts for this price and two rounds of changes if the customer should need them.
A more complex design warrants a $400-$500 price tag
A logo design with intricate patterns and fonts typically costs twice as much as a simple design. Expect to pay around $400 for a design of this type. The increase in price will also include extra services, including up to 10 original logo designs to choose from and unlimited changes until you are pleased with the results. A reputable company will provide concepts for business cards, envelopes and letterheads as well. You should also expect to receive a minimum of three concepts for each type of stationery.
An experienced business logo design company will have more than one designer working on a project. Simple jobs require two to four designers, and complex jobs require a larger team of designers. A team is necessary because each custom-made logo needs fresh ideas. If one designer were working on a large number of logos daily, he or she would eventually run out of ideas. With multiple designers, a company can produce quality logos and concepts continuously — a great perk to keep in mind when choosing a logo company. In the end, a high-priced company with one designer is no match for a reasonably priced company with multiple designers.
And finally, consider the reputation of the designer or logo design company. Look for guarantees, samples of previous work and positive reviews. Also, find someone who is willing to hear about your unique business — whether it’s via an initial phone conversation or by completing a helpful creative brief, you want to be sure you designer cares about what sets your business apart.
Editor’s Note: This post was originally published in July 2014 and has been revamped and updated for accuracy and relevance.