How Much Does A Logo Design Cost?
The Cost of Custom Logos
Professional logo design is a crucial aspect of branding for businesses and individuals. Not only does a business logo look good (if done correctly), but it increases brand recognition, creates a rallying point to represent your brand for customers and employees alike, and can set you apart from the competition. Often, the first question we get from a potential client in the discovery phase of a new brand design project is “what are your logo design prices?” The answer is that we have a starting point for our logo packages, but that our prices can range depending on the individual needs and vary widely based on those requirements.
For businesses or individuals seeking a distinctive and tailored representation of their brand, investing in professional logo design services proves to be worthwhile. A custom logo, crafted with a deep understanding of the brand's identity and values, is a strategic asset that not only enhances visual appeal but also contributes significantly to brand differentiation and market success. As the saying goes, "you get what you pay for," and in the realm of branding, a well-crafted, custom logo is an investment that pays dividends in building a strong and memorable brand presence and increases brand recognition.
Project Details & Levels of Customization
One of the primary factors that impacts the cost of a logo design project is the complexity of the design itself. There are many different types of logos that range from simple and minimalist to intricate and detailed. The more intricate and complex a design is, the more of the designer or design agency’s time from start to finish. That is a big reason that price depends on the scope of the design itself. Complex designs involve customizations such as illustrations or typography which will contribute to an increase in the overall logo cost in comparison to a more basic logo design.
Kinds of Logos
https://www.creativebloq.com/news/coca-cola-logo-history
Wordmarks
These are logos that are built around business names or titles. Think Coca Cola or Google.
https://en.m.wikipedia.org/wiki/File:HBO_logo.svg
Lettermarks
These logos focus on initials or acronyms associated with the business name. For example, HBO or IBM.
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Symbol or Icon Logos
These logos use symbols to represent their brand. For example, Apple’s apple with the bite mark, or Nike’s swoosh.
https://blog.logomyway.com/mcdonalds-logo-history/
Combination Logos
These logos have a blend of text and imagery. Think of the golden arches of McDonalds with its name.
https://en.wikipedia.org/wiki/Harley-Davidson
Emblem Logos
For these think badges, seals, and crests. Harley Davidson’s logo is a great example here.
https://seeklogo.com/vector-logo/272806/airbnb
Abstract Logos
These marks use geometric forms to represent their brand, like Pepsi’s circle, or Airbnb’s “A.” While these marks are abstract, they often pull from a key element of the brand’s name, product, or service.
https://seeklogo.com/vector-logo/198846/tony-the-tiger
Mascot Logos
These feature illustrated characters—such as Tony the Tiger for Frosted Flakes.
https://www.iconfinder.com/icons/5296514/bird_tweet_twitter_twitter_logo_icon
Minimalist Logos
These marks are clean, simple, and to the point. The Twitter bird is a perfect example. With brand recognition, minimal logos can be a quick easy way to identify a brand or business in a crowded marketplace.
https://uxdesign.cc/10-eye-catching-logo-animations-youll-wish-you-made
Animated Logos
These are logos that are brought to life through animation, adding a dynamic touch to their branding. Google uses animation to illustrate the various products and services that they offer their customers.
For more information on the different types of logos and what each kind encompasses, check out this blog post!
The levels of customization required by the client is another important factor in the cost. Some clients may come to the table with a very clear vision of what they want their final logo to look like, providing specific details and inspiration for the designer or design agency to work with. However, others may rely more on the creativity of the experienced designers, which requires a longer discovery and concepting phase of the design process. The increased time needed to develop a brand’s identity will contribute to the final cost of the project.
Working With Individuals Vs. Agencies
Deciding to go with a freelance logo designer or design firm can be another decision that a business or individual makes. While freelance designers may have slightly lower prices (depending on their level of experience), you don’t get the resources of an agency as when you choose to work with design firms. For example, a freelancer who has been in the industry for two years will have lower prices, but they do not have the level of expertise as someone who has been in the industry for ten or more years, and may not have the resources or connections to bring your project to life in the way you are envisioning. You also get the benefit of working with a team of creative professionals, and reap the rewards of their collaboration.
The flip side of this is working with design agencies that are over staffed, overworked, and underpaid. Established large agencies often charge higher fees due to their high profile client lists, and businesses can expect to pay more as a result. While not every large agency has this issue, they are more likely to charge inflated prices than smaller branding agencies—like Northwest Brand Design. By keeping headcount to a small but mighty team, we can offer not only competitive pricing to clients, but also bring the collaboration to develop high end logo designs that are unique to our clients’ needs.
The choice between working with individual freelance logo designers or with design agencies involves a careful consideration of factors such as budget, expertise, and the desired level of collaboration. While freelance designers may offer more cost advantages, agencies offer the benefit of a collective pool of expertise, resources, and collaborative synergy. Ultimately, whether opting for individual designers or agencies, the goal is to make a strategic choice that aligns with the specific requirements and vision of the business or individual seeking a distinctive and impactful logo design.
What’s the Deal with Online Logo Makers?
Online logo makers can offer a quick and cost effective solution for new businesses with limited budgets. They often engage freelance designers to submit templates that can be easily customizable either by a virtual employee or by using an AI program.
However, there are a few downsides to working with one of these services.
One negative is that since these templates are often generic and available to a wide range of users, businesses run the risk of having a logo that lacks distinctiveness and fails to effectively communicate their brand identity. They could even run the risk of their competitors ending up using the same template. The essence of a logo is to stand out and represent the individuality of a business, and this may be compromised when using templates that are not tailored to the specific characteristics and values of a particular company. Therefore, while online logo makers offer convenience and affordability, businesses should carefully consider the potential trade-off between cost-effectiveness and the importance of a distinctive brand image in the competitive market landscape.
Impact of The Project Scope
Rush Timelines
Timeline and project urgency are additional factors that impact the pricing range of a branding project. Clients who have a tight deadline, or those requiring expedited services, can see their project cost increase due to rush charges that are added by their team AND vendors such as printers to compensate them for their time. For projects that are a bit more flexible in timeline, not only can businesses avoid rush charges but their team can work with vendors to find the lowest price possible for production—potentially saving clients thousands of dollars.
Research & Brand Strategy
In addition to the actual time it takes to design your logo, a major part of a design project is the research and discovery phase. Taking the time to understand the client’s industry, target market, and competitors allow designers to create logos that align with a brand’s values. While this strategic approach may result in higher costs, it does ensure a more effective brand strategy and final logo design.
Scalability
Another factor when pricing a project, it is important to consider the scalability of the logo design. Some logos need to be adaptable across multiple platforms and marketing materials. Designing a mark that works well in different sizes, resolutions, and color variations may require additional time, effort, and expertise, influencing the overall cost of the custom logo designs.
What is Included In A Project Release?
The assets included in a release package for a logo project vary based on the designer or design group you work with. However, there are a few standard items that are included in all projects at Northwest Brand Design:
Brand Guidelines
A document (usually a PDF) that outlines how to use your logo, the color breakdowns for your brand colors for print and web use, and font uses for headlines, subheadlines, and body copy. Depending on the complexity of the project, this document may also include voice and tone guidelines on how to speak to customers or employees, and guidance on how to use secondary assets such as patterns, textures, stock photography, etc.
Logo Files
Final logo files for print and web uses are released to you upon project completion. These assets include main full color lockups, as well as single color versions of your logo and any logo variations included in your project.
Secondary Assets
Final files for print and web uses are provided for any secondary assets such as patterns, icons, textures, and a photo library.
Fonts
Files for each brand font along with any usage guidelines and legal licensing documentation depending on the requirements of the font foundry. Oftentimes, in order to use a font for commercial use (or for profit) you have to buy a commercial license. While these are usually less than a hundred dollars, it can have an impact on the overall cost of the project.
The assets you can expect to receive in a final project package will vary based on the designer or team your business is working with. However, it is paramount that your business is equipped with an extensive set of tools, empowering you to effectively utilize the brand and assume complete ownership of your newfound identity. This package should include core elements such as the logo, color palettes, and typography, as well as guidelines on how they all work together. This robust toolkit will allow you to seamlessly integrate your new brand into your business’ marketing strategy.
Working with Northwest Brand Design
Northwest Brand Design is here to help you build a brand that your customers can trust, that you can be proud of, and that will stand the test of time. Our team includes multiple types of designers and professionals who will come up with a logo for your business and work with you to develop a comprehensive marketing plan on how to implement it into the marketplace. By taking the time to get to know your business and your target audience, we will craft not only a high quality logo, but give you a rallying point for customers and employees within your price range.
Northwest Brand Design offers multiple design packages, and can work with you to find the one that offers the best fit. We also offer payment plans upon inquiry. Our team understands that branding can be an early investment in your business so we can work with you to offer a payment plan that fits within your pricing range and timeline.
The cost of custom logo designs is influenced by many variables. Designers or design agencies have to carefully consider the client’s requirements, the complexity of the design and any secondary assets, timeline for project completion, and the resources needed to complete the project. By understanding what goes into a proposal, clients can make informed decisions about who to work with, and set their budget and expectations accordingly.
Want to learn more about our process, and how to work with us?
Set up a free consultation with our team. We can’t wait to help bring your brand to life!