Logo for free or for a fee?

Posted: January 10, 2011 in Articles

(Written on November 10, 2010)

Unfortunately and too often in our job we have discovered how a professional logo is underestimated. People does not really understand the big importance a logo has, and also how much work, know-how, resources and time is needed to create an effective brand mark.

Logo must be immediately recognized by customers and even competitors. Has to inspire trust, admiration, loyalty and an implied superiority. The logo is a very important aspect of a company’s public and internal exposure, and its shapes, colours, fonts and images usually must be unique compared to others in the same field.

Tara from Graphic Design Blog outlines in her 6 reasons why a logo should cost more than your lunch that

  1. A logo is the very first thing that impresses people when they meet your company.
  2. A logo needs longevity.
  3. A logo needs to be original.
  4. A logo shall look professional.
  5. A logo shall reflect the time and thought gone in to designing it.
  6. A logo is the first and most important element of your whole corporate image.

So you can now understand why a logo is so important and what a pro designer has to consider during the design process.

But why a customer should pay the right fee for a logo? Not only for the importance of this kind of communication, but also for the amount of work that a logo design implies. Moreover, often customers want to pay only the final result and not the other versions previously released. And it is simply absurd!
There is a specific process and an investment of time. According to justcreativedesign.com the process can be described as follows.

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

  1. The Design Brief: They conduct a questionnaire or interview with the client to get the design brief.
  2. Research: They conduct research focused on the industry itself, on its history, and on its competitors.
  3. Reference: They conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.
  4. Sketching & Conceptualising: They develop the logo design concept(s) around the brief and research. They use creativity and know how to design a logo.
  5. Reflection: They take breaks throughout their design process. This lets their ideas mature and lets them get renewed enthusiasm and receive feedback.
  6. Presentation: They then choose whether to present only a selection of a few logos to the client or a whole collection.
  7. Celebration: They then drink beer or eat chocolate or sleep or start on next logo design. Or a combination.

I add proper software and hardware, and both do not come for free!

Some comics made by N.C. Winters on frelanceswitch.com that show us the typical situations that who works in this market often has to face.

So you can now really understand that a logo can’t be done by everyone, if you want an effective and durable result you have to hire a professional designer, and you have to pay an adequate price! In a world where everyone is persuaded to be a communication specialist or a graphic designer, we all have to refocus on professionalism. Pros learned and gained years of experience, so let them work!

What do you think about this topic? Leave a comment if you want to share your opinion.


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