Why Logo Design does not cost $5.00

In today’s world logo design is largely undervalued. Most people simply do not understand the importance and value of a good logo for their business’s success. For this reason, I’m going to provide you with some information that will explain to you exactly why logo design should not cost five dollars and why your logo is not something you should take lightly.

I will do this by comparing “cheap logo design” to “professional logo design” and then outline the reasons why professional logo designers do not charge such low fees and why you should invest in a professional logo design.

What is a Logo?
To understand what a logo is meant to do, we first must know what a logo is. A logo’s design is intended for causing immediate recognition, inspiring trust, admiration, loyalty and an implied superiority. The logo is one aspect of a company’s commercial brand, or economic entity, and its shapes, colors, fonts, and images are usually different from others found in a similar market. Logos are also used to identify organizations and other non-commercial entities. If a logo is meant to serve such an essential purpose, why would a person or organization choose to either use a cheap logo, or none at all?

$5.00 (Cheap Logo Design)
Now that we’ve taken a look at the damage of “Spec Work”, let’s take a look at what quality you can expect from a logo in the $5.00 to $200.00 bracket. As an example, I’m going to discuss a $35 logo design contest that was held on Digital Point Forums.
The “brief” for the logo design project was:

“Make a logo for the site ‘Spela Piano’. The meaning of that is ‘Play Piano.’ This is a site where our members can learn to play piano online.”

Below you can see the responses from the contest. Which one do you think won?


You will notice that nearly all of the logos above use free fonts and don’t conform to the guidelines for what makes a good logo., i.e. describable, memorable, effective color-less and scalable.

Ask yourself these questions in regards to the logos above:

• How many of the logos can you describe or remember?
• Are these logos effective without color?
• Are they scalable?
• Do they gain immediate recognition?
• Do they convey the company’s personality, character or attitude?
• Do they relate to the clients by conveying a feeling of familiarity and credibility?
• Do you associate them with quality and satisfaction?
I’ll leave these questions for you to consider.

Now compare these professionally designed logos and answer the same questions as above.

See the difference?

Why are they so different? As outlined in the logo design process for top graphic designers, professional logo designers have an actual design process that involves research, sketching, conceptualizing, and reflection -- this is why they do not charge $5.00.

The design process of a professional logo designer usually consists of:

1. The Design Brief: A questionnaire or interview with the client is conducted.
2. Research: Research is done that focuses on the industry itself, on its history, and on its competitors.
3. Reference: Research into previously successful logo designs is done as well as inquiry into current styles and trends related to the design brief.
4. Sketching & Conceptualizing: A logo design concept or concepts is created based on the brief and research findings.
5. Reflection: Breaks are taken throughout their design process. This lets the ideas mature and lets the team renew its enthusiasm and receive feedback.
6. Presentation: The team then chooses whether to present only a select few logos to the client or a whole collection.
7. Celebration: They then drink beer or eat chocolate or sleep or start on the next logo design. Or a combination of all of the above.

Do you believe doing all of that costs $5.00?
On that note, did you know that the software alone for logo creations costs USD$700.00? Never mind the computer it is installed onto or costs associated with other essentials such as paper, ink, or an Internet connection.

More Reasons
Here are some additional responses from other designers for why logo design does not cost $5.00.

1. A logo is the very first impression people get of your company.
2. A logo should have longevity.
3. A logo must be original.
4. A logo should look professional.
5. A logo should reflect the time and thought that went into designing it.
6. A logo is the starting point for your whole corporate image.

Now look back at those $5.00 logo designs or even your own logo to see if adheres to the above points.

Isn’t it about time you invested in a professional logo design? You can get a free quote for a professional logo design by using the form below or take a look at my logo design portfolio first.
 
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