Jan 24, 2008
How much is that logo in the window?
Have you ever been frustrated when a logo designer doesn’t tell you the cost up-front?
You might think they’re stalling you, trying to figure out how much you can afford, but what good would that do? The designer is by no means guaranteed your business, so it makes perfect sense to provide an accurate logo design quote ASAP.
The issue lies here:
No project is the same, and every client differs. You can’t receive an accurate quote until the designer knows exactly what you need.
If a logo designer provides a fixed price before researching the project, the reason is due to one of three things:
- They’re shooting themselves in the foot by under-valuing their expertise
- They’ll create a poor design by scrimping on the research stage
- The figure is huge because the designer doesn’t need the business
Always expect to answer questions before money is mentioned.
Image courtesy of Jem-K
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22 excellent comments, leave your thoughts or ping me!
matt adams
So Dave, Where do you start? I’d love to compare pricing processes across the the different firms reading this.
matt adams’s last blog post..new factor 1 diggs
Jan 26th, 2008
David Airey
I’ll soon be approaching different logo designers and asking a few pricing questions.
The answers will be published here, and I hope that helps give a better insight.
Congratulations on moving into your new Factor 1 offices!
Jan 27th, 2008
Toon
The problem is like most industries nobody sticks together to keep the value of the work up, somebody will always break away and offer cheap prices. It’s a shame but it’s true. (Nice blog David)
Toon’s last blog post..Superexpresso - Typography & Graphic Design
Jan 27th, 2008
David Airey
You could see it as a problem, although more often than not the quality of logo design will decrease alongside the price. I prefer not to work with people who aren’t prepared to spend more than $100 on their logo, so it works both ways. There’ll always be business owners who value a higher quality logo design.
By the way, thanks very much for the kind mention on Graphic Design Blog. I appreciate it.
UPDATE: February 1st 2008
It seems a few of you have misread my comment, thinking that I charge $100 for a logo design. Sorry for the confusion. I meant that anyone who expects to pay $100 is not the type of person I work with.
Jan 27th, 2008
Anthony
“Toon,
You could see it as a problem, although more often than not the quality of logo design will decrease alongside the price. I prefer not to work with people who aren’t prepared to spend more than $100 on their logo, so it works both ways. There’ll always be business owners who value a higher quality logo design.
By the way, thanks very much for the kind mention on Graphic Design Blog. I appreciate it.”
I guess I have been overcharging? I see you mention logos for $100… I have been charging from $650-$1500 for logo designs. Think I am in the wrong? I basically charge 50 an hour and my typical quote for logo work is 20 hours, which includes research and a couple rounds of revisions. Do you think this system is flawed? I have had several satisfied clients at these prices, but hearing they could get a great logo from someone like you for $100 is a little alarming…
Jan 29th, 2008
Peter
I could be wrong, but I have a feeling that there’s a 0 missing in David’s price. $100 for a logo is the kind of thing that undercuts the market and doesn’t help anybody in the long run.
Even at Anthony’s prices ($50 - I would consider quite reasonable), do you think you could churn out a quality logo in 2 hours?
Feb 1st, 2008
David Airey
You most certainly haven’t been overcharging, and you’ve read my comment in the wrong way. I said I’m not prepared to work with people who won’t pay more than $100 for a logo, so please don’t be alarmed.
Peter,
I guess I didn’t word my sentence as simply as I could have. You’ve also got the wrong end of the stick. A good logo design can take weeks or months, so to expect anything in a couple of hours is ludicrous, I’m sure you’d agree?
Feb 1st, 2008
Anthony
David,
Thanks for taking the time to answer my question. For the record, I have really enjoyed your site. I think it is informative to both clients and designers. Cheers on such a clean design! Thank you for the advice you have on your site concerning logos, and working with clients. I have learned a lot from this information, and I am sure many others have as well. Ours is an industry of no rules, no standards and no help from successful peers. It is a breath of fresh air to find a designer who obviously understands the art of design is much bigger than one person. Thank you again.
P.S. I will be submitting a logo to your contest. Any criticism would be well-received.
Feb 4th, 2008
David Airey
You’re very welcome to my time, and I’m glad you’ve enjoyed the site. I always appreciate learning that someone has found information of use from me.
Feb 6th, 2008
Joe
David,
Great site. I always enjoy reading up on what you’ve been working on.
I do a lot of work for smaller businesses and can generate a lot of repeat business if I play my cards right. I often will package a logo project with business cards and letterhead. I generally figure about 20-30 hours of work total for each package and bill between $1000 and $1600.
Joe
Mar 17th, 2008
David Airey
Great to see you’re not selling your services short, and thanks for the website compliment. I notice you don’t have an online portfolio. Will you be adding any work to your website?
Mar 19th, 2008
ellen petty
Hi David,
I love your site! It’s been a fantastic resource.
I recently started a new design company specializing in identity and branding packages. For a logo alone, including the vector and jpg files I typically charge anywhere from $900-1500, for a small business and $3000 and up for a midsized-large businesses.
Apr 14th, 2008
David Airey
All the very best with Identity Kitchen.
Apr 15th, 2008
Twanna
Hi!
Stumblin on your site could not have come at a better time. Question, when you say you package letterhead and biz cards with your logo design, is that at a different price or bonus for allowing you to do the work. If it’s bonus, I think that is very much of a value for a future client. I’m in the process of working this out w/ someone now. Thanks for any input!
Apr 15th, 2008
David Airey
Adding stationery design to the logo project will undoubtedly be an extra expense. Care and attention is taken over the layout, and how different elements work together. I’m sure any self-respecting client will understand the additional cost.
Apr 17th, 2008
Todd
Wow! $100 logo - Please Don’t!!! It undermines and devalues the entire design industry! Most people wouldn’t take you seriously and cheep isn’t somthing we should be advocating!
I’ve been in the business for nearly 20yrs and can’t believe that someone wouldn’t want to invest any more into their logo than a $100! You’ve got to sell them on it. It is an investment into their business and this type of component can’t be done cheap! It will be the very cornerstone to every thing they do! and should be able to stand the test of time! Price: $750 min. - $1600 ave (small company). $2k - $5k (med/ larger), and large corporations $7k - $15k & beyond ( and I’m located in the Midwest).
Apr 25th, 2008
David Airey
Thanks for leaving your thoughts.
Apr 25th, 2008
Todd
Yeah, I may have David? …just skimming through rather quickly and offering up my thoughts and my experience.
Apr 25th, 2008
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