A logo is supposed to be small, and usually simple to make sure even a thumbnail-size image is visible, so it’s understandable why you might think getting a logo should be inexpensive. But the fact is creating a logo design that is both simple and visually impactful while effectively communicating your brand requires much more time and skill than you might think. When done correctly, the creative process for developing branded logo designs is quite extensive.

Here’s an outline of what a typical project entails:

• Initial inquiry + discussion about project

• Meeting (Optional)

• Proposal - complete with research, recommendations, and strategy

• Contract and invoice

• Questionnaire or Meeting

• Research

• Sketches and ideation

• Refining sketches

• Presentation to client/first draft

• Communication and feedback (could be multiple rounds)

• Design revisions (could be multiple rounds)

• Finalization of designs

• Final communications, payment, and follow up

Branding projects are often more involved than other graphic design projects because they require more in-depth strategy, research, and intention. A logo sets the tone for a brand and is often the first touch point when someone encounters a business. Developing a brand strategy and guidelines around that logo and beyond is essential to building an effective business. Partnering with a designer whose style aligns with your vision for your brand and whose ideas you trust is essential for developing the brand (or rebrand) you need.

Making sure your logo design incorporates your specific brand involves much more than just coming up with an image. Colors and fonts are both extremely important in communicating your brand, so each one needs to be carefully considered, not just in terms of what looks good, but what will each one say about your brand? What emotions will they evoke in the viewer? Are they the emotions you want to be associated with your brand, or will they turn prospects away?

Everything about your logo – down to the tiniest detail – will send a message to viewers and you can’t afford to be sending the wrong message with your logo design. Remember that your logo will go everywhere your brand goes. It’s your brand ambassador, so you need to make sure it’s communicating the right message to your customers and prospects.

Beyond the time that goes into a design being well over $100 worth, if you want to build a business that has value, you’ll want to invest in it from the beginning. Designers are experts at crafting meaningful images your business can leverage as it grows.

You get what you pay for, and I’d recommend that you’d look at investing as much as is reasonable for your business. Sure, you can snag a generic logo from the internet for under $100. But if you want a logo that will last - one that will be formatted correctly for your future needs - you will want to invest quite a bit more.

If you are interested in starting the conversation about how Lettering Works can help you build the brand you deserve, send us a message!

ABOUT THE AUTHOR

Chelsie Tamms is an award-winning lettering artist and designer based out of Chicago. She is the owner of Lettering Works, a branding studio that connects businesses to their audience through creativity and strategy. With over 10 years of practice of lettering and design, Chelsie is passionate about craft and intention. When she’s not designing, she can be found eating ice cream, traveling internationally, or starting a new passion project.