So when I run logo design into a Google keyword search or through social listening tools, the top phrases that come up are either ‘why are logos so expensive’ or ‘free logo maker’ and ‘free logo services’.
I honestly believe we live in a world where the majority of people think big companies such as Nike and Coke can pay tens of thousands for a logo and that everyone else’s main aim is to get them as cheap as possible. Unfortunately, creative services always seem to get the brunt end of having their prices knocked down.
One of the reasons for this is the term ‘logo design’ can be generally seen as just one thing or process. Many customers can think regardless of price, they’re going to get the same service and outcome which leads to them hunting for the cheapest option (or ideally the free option).
I’m going to explain why this mentality can really harm your business success.
Now, I’m not saying that everyone should have the same budget when figuring out how much they genuinely can invest in their new branding. But in the past, I worked in high-end B2B sales for many years and can tell you that the number one reason people try and negotiate to the lowest price possible, is they just don’t see the value.
To me, if the mentality is that someone will pay for a Starbucks every morning, get their lashes and nails done at least once a month without fail (which I know definitely isn’t cheap), eat out every week, or get the newest phone every time there’s a release - but won’t invest into working with the perfect designer for them to create a logo design and branding perfect for their business and customers, they just don’t value it highly enough.
Theres so much that goes into your final logo design. When picking the right designer or studio you should ask yourself: do I get on with them, do they specialise in my industry? Please read my recent post all about the different types of designers. What’s their client onboarding, design process and offboarding like? What outcomes do you actually get for your money? What style of logo will you get? Will you actually (legally) own your logo?
The answers you want to these questions should ultimately decide what type of designer you go with and how much you'll invest for that service.
There are many free logo makers around but make sure to read the small print, there wont be a designer digging into your business to make it truly iconic for your brand, the generator will use generic imagery so your logo definitely wont be unique and you won’t receive all the files you’ll ever need for various uses or future design projects.
We live in a world of quick decisions and customers have too much choice to stick around for something that doesn’t feel 100%. So if your logo doesn’t come across as unique and high quality, if you don’t have a unified colour palette/tone of voice and if your branding doesn’t flow consistently from social media through to your website - Their first impression may be the exact reason why it’s their last.
Don’t get me wrong, there’s a lot to figure out and get right. That’s why hiring the right designer is just as important as getting a qualified mechanic to do your car MOT - this is your business after all.
I’ve also recently featured on a podcast talking about why a logo is so important in more detail - so feel free to take a listen on the link below.
