Nov 21 2005
"I was interested in finding out pricing to create a logo for our business."
All too often this is how we first meet many prospective clients. And it makes me cringe. And not necessarily for the reasons one might think. Nope. It makes me cringe because the person behind that line has already told me that they don't value their business as much as they probably should. Why? Because cost is the determining factor for the creation of their business' identity rather than the business itself.
The ever-growing value of a logo
A logo is more than just a symbol to put on your business card. It is a visual representation of your company that will stay in the minds of your consumers for (hopefully) a long, long time. That alone gives it a certain amount of value that will continually grow as your business grows and gains more exposure. A professionally designed logo is akin to real estate - it grows in value over time. Thinking of it this way, you set yourself up for business success.
Trying to save money before it comes in
Often the reason we even get this question is because the prospect is a start-up. They have little money to spend because they're brand new and have few, if any customers. While this is understandable, it may prove to be costlier in the long run. Chances are, you'll end up with a sub-par logo that was created by an amateur. You may decide that sometime down the road you'll have your logo redesigned. Sounds like a good plan right? Not really. You end up paying for a logo twice. And to your potential customers you will look unstable and unfocused. Instead, it's a much smarter move to invest in your business identity beforehand - you'll look much more professional and solid.
Boiling it down
None of this means that the most expensive logo is the best choice. There should certainly be a balance that is composed of the look and feel you want, the industry you're in, the designer you want to hire and your budget. In the end though, it boils down to how seriously you take your business, its image and how you want to be perceived by your audience. Your logo will become synonymous with your company's core values and beliefs. By expecting to pay as little as possible for it, you're undervaluing your business and you open the doors for an unprofessional job.