The cost of a great logo design isn’t cheap. Well, it shouldn’t be anyway.
If you pay less than £1000 for someone to design your logo then you have to consider or explore the possibility
that they may not be as good as you’ve been led to believe.
Can your designer prove they can deliver? Do they have great customer reviews and an awesome portoflio? How much time are you having to spend with them and how long are they keeping you waiting for the finished design?
Can you or your business really afford that time?
Why is your chosen logo designer charging so little? Or, do you
still believe anything above £10 and below £1000 is still expensive for a logo designer?
There is no reason at all, if you are serious about your product or business to think or even expect to pay £10 for a logo;
or less than £2500 (the price of a small second hand car perhaps) for a brand identity for your business.
Let me just mention, before I continue, there is a difference between a logo design and a full brand
identity or even a branding experience. To create a real and defined brand is the starting point for all your future marketing touchpoints and communications.
Getting your brand image right with a clear vision from the beginning will allow you to kickstart your business and excel growth in the future. If you’d like to know more about branding then please read our
branding article or if you're considering a company rebrand, our rebranding article.
I’m glad I cleared that up. I’ll continue :)
Well, I’ve got news for you. If you pay less than £1000 for a logo design then you won’t get a great result.
“Why not?” I hear you ask. Well, the business owner and branding expert in me would say, “because £1000 would not
allow enough time to research, explore, sketch, conceptualise, develop, fine tune and present to you one great
logo design, let alone a few designs.”
The designer in me would say, “the end result most likely will be terrible… a poor result would suggest to your
audience that you don’t value the image of your business. Therefore, why would a customer see value in your service or product.”
The more you pay for something in marketing (or in life), generally speaking, the more successful it will be.
A higher budget equals more time to analyse, research, strategise and develop a solution that is right and works
first time. Experience also plays a big part, knowing what does or doesn’t, has or hasn’t worked in the past,
goes a long way to achieving a successful logo design but with experience, comes price.
It takes years of experience to be able to achieve the right logo and brand for a company and its target audience
A logo that is well balanced, memorable and unique. It is these things that make a logo truly great
and to do this requires time. Time equals cost, and if you’re serious about your business image then allow your
designer more time to do a great job.
If you choose not to pay that little bit more for a graphic designer or agency with proven experience, you will
find yourself too involved in the logo design process, impacting upon your own valuable time when ultimately
your time is know doubt best served elsewhere.
Example logo design for Smart building controls company
Example logo design for Arabian Investment Bank
Like these? – Start your logo design project
Surely time spent focused on your day to day business is far more important?
If you do find yourself too involved with the logo design process, what usually happens and this is experience
talking, is that you will impart your thoughts and ideas, dictating to your logo designer what your business
logo should look like.
You’ll forget the reason why you contracted the logo designer in the first place, because
he or she with limited experience, will not know how to challenge you or offer alternative opinions and views.
Please don’t misunderstand my point here, you may be right or wrong with your ideas, the point is though that
the designer should challenge your thoughts, for it is the target audience who ultimately matter when it comes
to your logo or brand.
If your feedback is based on personal preference rather than what is right for your target
audience, then you’ll be heading completely down the wrong road.
It is exactly this approach that separates bad logo designers from good and good designers from great.
A great logo or brand identity designer will listen to your brief and expectations and ask you the right questions
to understand your business and audience.
Example logo design for Global Travel and Logistics company
You’re their customer and they want you to be happy, but ultimately,
they are the experts and your target audience is what’s going to earn you revenue and build your business.
They may choose to ignore your ideas, all for the greater good of producing a successful logo design, but
remain focussed on the business, it’s vision and the target audience. Or, they may agree with your ideas,
either way, trust the designer or agency you commission to make your business look great as they are the
experts and that is what you’re paying for.
£1000 or less for a logo design, seriously?
A logo designer who charges a price of £1000 or less for a logo design will more than likely do as you suggest
and churn out something which meets your expectations, yes, but at what cost? Your time most likely, lack of
future flexibility perhaps and certainly a solution that isn’t worthy of your audience.
Can that designer get to an end solution, and the right solution as quickly as an experienced and proven graphic designer or design
Let me paint a picture for you.
You have a vision for a new dream home. You instruct an architect to design that home for you because that
architect has proven experience and a portfolio that you were drawn to in the first place prior to commissioning.
You’re investing a lot of money, let’s be honest, a home is not cheap. You brief your architect but you don’t
tell the architect what to do or how to do his/her job during the process, do you?
Example logo design for Tipi and tent hire events company
Yes, you may have some back-and-forth exchanges here and there and share some ideas, but the likelihood is
that the architect took your brief and turned it upside down and into a design that you quite frankly couldn’t
have imagined yourself.
The architect would have considered many things from light, access, materials, shape and form as well as
budget to give you an amazing finished design.
You didn’t have to spend hours and days sitting with that
architect telling them what to do. You trusted them and allowed them to get on with their job, their profession,
and what happened? Your amazing dream home was realised.
Good analogy hey?!
There is little difference between a house design and a logo design.
In relation to your business a logo design should be a significant investment and an investment that you commision an expert graphic designer or design
agency to produce because it’s your dream logo.
A logo that should stand the test of time, be functional and
most importantly, give the right impression about you and your business.
A great logo design should be future proof
The finished logo design should be future proof, easily transferable to whichever touch points it appears upon:
website, clothing, printed materials, advertising and social media are some touch point examples. Effectively,
touch points are where your logo meets the eyes of your customers.
For this reason, what you should pay for your logo shouldn’t be based upon an initial value or price, but more
about how you value your time within your business.
How much time have you NOT spent with that designer to get
the result, the perfect logo, that will ultimately allow your business to generate revenue.
Think about it for a moment. Without a great logo or brand, you don’t have a business and so please ask yourself,
how much is a logo worth to your business?
Aside from the above which is all very important, if a logo design is priced at £1000 or less then it is more than
likely NOT going to be unique. It probably consists of stock library graphics that anybody can purchase for £20
and the typography will more than likely be substandard.
Now, typography is a whole new topic area which I don’t want to get into now, but let me show you the importance of carefully designed typography in logo design.
Read more about the importance of typography in logo design
So how much should I pay for a logo design?
By now you’re probably getting a little frustrated because I still haven’t told you how much a great logo design
should cost you! I’m sorry about that but it really isn’t that straightforward.
There are no hard and fast rules with the pricing of a logo design. What I can tell you though are your options,
the types of people who will design your logo and how much they’re likely to charge:
Your friend’s or their children
You have a friend, who knows a friend whose child uses photoshop at school. They can design your logo and it’ll
cost you £20 or some school vouchers. Maybe it’ll be free. Seriously, is this what you want for you business?
Untrained and self taught doodler
You have an employee, or your partner dabbles in a bit of photoshop, illustrator or dare I say it, Corel Draw.
Sure, they can design you something but you’ll more than likely need a professional to turn it into a usable
and credible logo mark. Maybe 1 days salary if they’re an employee or a dinner date if they’re your partner!
University intern or graduate designer
You entertain the idea of using a Student or graduate. Great, at least you’re thinking of utilising fresh talent
and no doubt they’ll explore many designs whilst learning their trade and boosting their unproven portfolio.
You explore the local Freelance designer Facebook page within your area. Searching for someone who wants to
(maybe reluctantly due to low budget) do your project and who has what seems a good amount of experience and
visually stunning portfolio. A portfolio that you like the look of but have no idea why!
Expert Freelance designer with proven success
There are great freelance designers out there that have proven track records. They have simply chosen to go
down the freelance path rather than start their own agency. They’re successful and charge £800+ for a logo
design and possibly even £1500+ for a brand identity.
So, why would you not want to consider a freelance designer with proven success? Well, do they have the
capacity to do a great job? Do they have a team around them to bounce ideas off? Do they have insurance or
secure backup to mitigate against the risk of things going wrong? Do they have legitimate software, libraries
I’m not saying that they don’t, but these things cost money and some choose to ignore playing by the rules.
Example logo design for High-end and luxury high street store
So who’s the alternative and why?
Creative agencies like us, 5and3: Integrated communication solutions
£1200+ for a bespoke and unique logo design.
Let me tell you why. We place our logo design prices in the region of £1200-£2400. This is because
no project is the same and some are more complicated than others, importantly though, we want to do the best work possible
and to give you a logo design that you're proud of first time.
bespoke logo design examples
Example logo design for Fastener company
Example logo design for Survey Valuation Risk application
Start your logo or branding project today
This said, all our logo design projects follow the same processes:
Our logo design process
A client brief and full understanding of the business and brand is first and foremost.
Customer and competitor research is carried out.
Ideas and initial sketches are drawn, focusing upon iconography (icon mark) and/or typography (fonts)
Initial sketches are then taken onto the computer and conceptualised in Adobe illustrator.
Typography and font choices, formats and colour palettes are determined.
Team chosen concepts are then submitted to the client.
The client has their opportunity to choose a concept and to make comments and suggestions. We may or may not
agree with the feedback.
Design team make changes based on their own designs and/or client feedback. Sometimes following submission of
a concept our designers have additional ideas and will work these up.
The developed design(s) are submitted for client approval.
Further client iterations
There maybe some final tweaks based on target audience, client or designer feedback.
Final design deliverables
The final design is realised and approved by you and our creative team.
Organise and create logo assets
Various versions and formats of your logo for use in many online and offline applications will be created
and supplied. You’ll receive both vector and pixel based file formats such as .eps .psd .Jpg and even .svg
for use on websites.
Upon receipt of final payment, copyright of chosen and supplied logo assets are transferred to the client.
Logo guidelines maybe be included within the initial investment, however, they are not always. Usually, companies who
invest in a full brand identity will have what are called, ‘brand identity guidelines’ produced. Find out
more about branding and identity guidelines here.
So, there you have it. A few options for commissioning someone to design your logo, the face of your company,
that will help take your business into the future.
The price for a logo design is still too high
Let me guess, you’re still not convinced why you have to pay over £1000 for a professional logo design?
Perhaps I can help sway your decision. Let me explain why the best logo designs aren’t cheap.
More bespoke logo design examples
Example logo design for Childrens vitamin brand
Example logo design for electrical design company
Start your logo or branding project today
Why the best bespoke and tailored logo designs aren’t cheap
To produce the best logo design takes experience. Experience comes at a price hence the best logo design
solutions are not cheap.
Whether you commision a proven high level freelancer or design agency there are factors that contribute to a high price for a successful logo design.
Education, experience, training, equipment, software, rent, bills all these things add up to and ultimately allow us to operate and provide
a high level and award-winning service.
When searching a price for a logo or brand designer you should take a moment to consider the size of
your business and the touchpoints or deliverables where your logo or brand will be seen.
Layers of management
Are you a small business or corporate business. How many layers of management hierarchy are in place within
your organisation? How many people will need to be involved in the decision making process?
If you’re a one-man-band business then the decision making process is simple.
If however you are a corporate business, with a marketing manager, finance director above you and board level decision makers above them,
then there are layers of management and project complexity to take into account.
The time it will take to reach a decision is far greater and thus, the design of your logo or brand is a
more complex process. Which in turn means that the price of your logo will be higher than that of a one-man-band.
One of the other main reasons why we can’t provide a one-price-fits all logo design solution is related to
the risk that maybe involved.
How many touch points will your logo appear on?
What happens if we get it wrong and the logo doesn’t work? I’m not saying that we will, or that we have in the past. However, we are only human and there is no exact science here.
So if we produced a logo and that logo is displayed on thousands of pounds worth of touch points around the world and it has to be changed,
because for example, it resembles something offensive in a particular country, then there lies the potential
risk that has to be considered.
How we equate that to cost is merely based upon our experience. With our experience of listening,
research, planning and process comes a level of service that is worthy of a price that we feel is right
for any given project. Whether that be graphic design, branding or even website design.
Global airline analogy
Let me elaborate by using an airline project as an example. Your business is a global airline and you need
to rebrand. We go through an extensive rebranding exercise whereby brand, logo, videos, literature, gantry
and air craft designs are finally produced and put out into the big wide world.
These are touch points for your global air company. To ensure these touch points are delivered successfully
requires a team of experts. Experts with years of experience ensuring absolute brand consistency and a
proven track record of delivery which is reflected in our price.
Example logo design for a firm of financial advisors
Example logo design for Domestic and commercial roofing, glazing and cladding business
Some perspective on the cost of a logo design
Please allow me to explain something.
If you were to hire/commision any of the leading brand designers around the globe, designers like, Chipp Kidd,
Rob Janoff, Peter Saville, Michael Bierut or even the genius FedEx logo designer Lindon Leader, you’ll be
paying in excess of £100 000 + for a logo and £1m+ for a complete brand experience. But hey, these guys are
highly experienced and at the top of their game, only big world brands can JUSTIFY paying that kind of money.
Notice how I didn’t say the word ‘afford.’
“Why not?” I hear you ask. Well, it really doesn’t matter what you can afford (to a point), the cost of
a logo or brand is really dependant upon the value that you put on your business.
How much do you value your business and the time you put into it? Highly, one would assume. Well, the
same should apply to your logo or brand, for if you don’t put the time in and have the right logo or
brand then you don’t really have a business because it won’t touch the right audience.
The time and effort that goes into creating an amazing logo and a brand that resonates with your
philosophy and vision for your business should be on parity with your approach to growing your business.
A logo is just a small part of a brand, a brand is huge and requires considerable investment to ensure
that everyone involved lives, breathes and believes in it. The logo, no matter how small a percentage
of the overall brand experience still requires a high investment of time and money to re-enforce your
vision for your business and touch the right audience, leaving a positive and memorable impression.
Allow me to paint another picture for you:
You’re a £150,000 revenue business with a logo that you paid, say, £500 for.
You want to grow your revenue to £500,000 and then £1m some years later whilst using that same logo.
Can you really envisage your £500 logo being the face of your growing business?
Will that same logo be good enough to close lucrative deals or will it make your business look smaller and the perception of
your service or product quality questionable?
Experts say that a company would spend 8-15% of their revenue on marketing. 5% on branding and 1-2% on a logo.
So if you’re a £100,000 revenue company, then that’s £1000-£2000 spent on a logo. £1m business £10,000-£20,000
and a whopping £100,000 for a £10m revenue business.
As an example, BP, who are a multi billion pound company with revenue in excess of £100b, spent £136m on their logo.
So, would you pay several hundred thousand pounds for a logo that will help you generate several million in revenue?
The same principles apply to your business
How much is your business worth without a logo or brand? Zero probably.
People buy into brands and a logo is just a small part of that brand but is equally important because it’s the
symbol and mark that people recognise. So if you have a business that you can see growing into a million pound
company, then a logo that costs £1000 to £50,000 is not really that much at all, is it?
Without a great logo or brand, you don’t have a business so please ask yourself, how much is a logo worth to you and your business?
Food for thought!
Start your logo or branding project today
About the Author
Chris Heighton / Creative Director
I'm Creative Director at 5and3: Integrated communications solutions and my role is to conceptualise, create, develop and evolve inspirational brands.
From logo design to full company brand identities, posters to brochures, email campaign to fully responsive websites, I ensure that our clients image is on brand.
With over 15 years experience (has it really been that long!) working with corporate telecommunication brands like Marconi, Siemens, Avaya and property related brands such as Crest Nicholson, Linden Homes and Berkeley homes Homes;
I have a wealth of experience to deliver truly outstanding creative solutions.
If you have any questions at all please feel free to message me on Twitter @chris5and3.