How much should a logo cost?

Calling all entrepreneurs and business owners! You’re aware that a great logo is key to commercial success, but one question remains: how much does it cost?

On the Internet, prices range from £0 to several thousand. How much should you pay for a good quality logo? How do you define a good logo?

A magic logo

The logo is the first thing you see of a company, an organisation or a business. It’s a visual signature, our first impression.

“The first impression is often the right one”

It allows not only brand recognition and exposure but also attracts customer. In other words, it permits the brand to make a difference in a challenging competitive environment. Am I the only one to select products in the supermarket just because they look good, with beautiful branding and packaging? Ok, let’s be honest, the price counts too, suggesting that the logo is not everything – the quality of products and services is also required to engage consumers.

“The logo isn’t everything – but it helps.”

DIY logo

Maybe you are thinking: “I see, this is really important, I can’t afford to have an unsuccessful logo. But… I like graphic design. I am quite good at it, so maybe… I can do it myself – and reduce the cost at the same time!”

Unless you have a hidden gift or missed your calling, it’s best not to go down this road. Instead, with a professional designer, you will get a far more effective result than what you originally imagined. Moreover, to create a logo isn’t just drawing pretty shapes and adding some colours. In fact, the process includes many steps of deep thinking and analysis of competition, environment and customer expectations. Obviously, you are an expert in your field, but having a fresh look at your logo will greatly increase the impact of your brand on potential customers.

4 golden rules for a brilliant logo

One of the hallmarks of a good logo is its ability to mix simplicity and complexity. Sometimes it’s simple with a minimalist and memorable design, and yet so complex with hidden values and messages. However, as my high school philosophy teacher used to say “Do not confuse easy with simple”. The creation of a logo is far from easy.

Here are the 4 golden rules for a brilliant logo:

1. SIMPLE

S I M P L I C I T Y: it’s our mantra here at Salted Limón. Why? – Because a good logo has to be simple enough for someone to draw it from memory.
It needs to have balanced proportions; it needs to be readable and convenient; it needs to function well whether it is large, small, in black and white or in colour, regardless of the background and the media platform.

In fact, at Salted Limón, we always start the brainstorming process with a black pen and a sketchbook. That way, we don’t get distracted by colours. We put concept, shape and meaning first.

2. RELEVANT TO THE CONSUMER

On the face of it the logo is simple, and yet so rich in meaning! It must fit your target. The customer comes first, right?

A logo succeeds when it fulfills your communication strategy in which you have defined your positioning, strengths, weaknesses, targets, and goals… (Find out more: communication strategy: is it essential?)
The logo should point out who you are and what you do in a subtle way.

3. ALIVE

The logo is your business’s first impression – and wouldn’t you agree that the first impression is always memorable?
The logo must release emotions and play with the collective unconscious through shapes, colours, lettering and symbolism.
A logo is ‘alive’ because of all these emotions, perceptions and reactions that it triggers. It should live over time as well as being timeless. It must be as unique today as it will be tomorrow. Forget about trends and focus on long-term efficiency.

4. DISTINCTIVE

Your logo is you; it’s your company. You are unique, so is your logo. It should have a dash of “je ne sais quoi” to make all the difference and stand out in the middle of the crowd.

What is the budget for a powerful logo?

Looking at the Internet, you can find anything and everything. For example, Nike bought its logo for $35, Coca Cola $0, Pepsi 810,000 € and the BBC $1.800,000.

The money you pay covers the cost of the creative research, reflection, competitive analysis, emotional analysis, and consideration of different media output requirements that all contribute towards the making of a great logo.
You have to find a graphic designer, an artist, or an Agency that understands your needs, targets and values perfectly.

Maybe you will find a rare pearl creating a wonderful logo for a low price. Nevertheless, avoid any ‘ready-made logo’ websites, which are perfect for small budgets, but likely to break the rules outlined above.

If you choose to work with a Graphic Designer or an Agency, prices may vary depending on your business, exposure, reputation and the number of media outputs required (print, digital, web, etc). Generally speaking, for less than £400, some of the steps have been rushed or you had a nice friendly price.

Would you like to get a customised and precise quote for your logo? Contact us! In addition, you’ll get 10% off if you click the link from this article.

Learn more: Communication Strategy: is it essential?

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