“How much do you charge for a logo?” is one of the most common questions I’m asked by business owners, and it’s one of the most difficult to answer without knowing their specific requirements and scope of work to be involved. Visual identity fees vary greatly; In 1975, Nike paid a college student $35 to design their swoosh. In 2001, oil giant BP commissioned an advertising agency to replace their logo with the current Helios symbol to the tune of $211,000,000.
In addition to the designer’s expertise, experience and artistic ability to design a great-looking logo for your business, you are paying for the necessary research and marketing tactics required in order for your logo to be effective. The price also includes the time spent to contact you, the research conducted on your company and its competition, preliminary ideas, revisions, finalization, file prep for a variety of formats, file delivery, billing, brand guidelines, and allowing you the copyright of the logo.
Your company has one shot to make a first impression. Your logo is the foundation for all of your promotional materials, so this is one area where spending a little more now really pays off later. If you think it’s expensive to hire a professional, just think about how expensive it will be to hire an amateur.