Logos work harder than you might think at first glance.
A professionally designed logo is immediately recognisable, memorable, unique and trustworthy.
Of course, you can pay very little for a simple logo.
Or, like ANZ, you could pay M&C Saatchi $15 million to refresh your image.
From DIY designs to free online generators to multimillion-dollar redesigns, logo design costs vary widely.
So how much should you pay for a new logo?
More than a logo
Before we dive into the pricing structure for a new logo, let’s step back and look at what a logo is intended to achieve.
Logos speak louder than words.
A great logo is recognisable even without the business name.
You only need to look at the QANTAS flying kangaroo, McDonald’s golden arches, or YouTube video player icon for evidence.
But you don’t need to be a household name like QANTAS or Macca’s to benefit from a recognisable logo.
Plenty of boutique brands have logos that inspire loyalty from their audience because the entire brand (including the logo) is based on a carefully considered brand strategy.
Logo design and brand strategy go together like…
Separating logo design and brand strategy results in unremarkable and forgettable brand marks.
Because without at least some level of strategy behind logo design, there is no connection between a company’s mission, vision and values, and the face they show the world.
ANZ didn’t pay $15 million for just a logo.
QANTAS didn’t refresh their iconic flying kangaroo just for fun.
Both brands invested in strategies that mature their messaging, content, physical presence – and, yes, their logo – to better align with today’s customers.
What influences a logo design’s cost?
The good news is you don’t need to spend $15 million for a professionally designed logo.
Logo design costs anywhere from $99 to $1,000 or more in Australia.
But that will only get the brand mark.
Which, as we ran through above, does your company and customers a disservice.
Professional logo designers who invest time into understanding your brand, audience and purpose should charge between $1,500 and $5,000 for a logo design package.
For that money, you can expect:
- Multiple design iterations
- Primary and secondary logo designs
- Files in EPS/PNG/PDF/JPG
- Brand colours
- Typography selection
- Style guide
Professional brand designers will typically charge in one of three ways:
- Fixed price
We offer brand design packages (instead of hourly or fixed-price work) because the outcome is far more than a logo mark.
In fact, we don’t even call our packages “logo design” packages.
Investing in growth
Businesses that invest in brand design are investing in growth.
This is especially true for small-to-medium businesses.
Professional logo design shouldn’t cost several thousand dollars.
But the ‘$99 special’ from a graphic designer who doesn’t care about your company will only produce a generic logo that fails to connect with customers.
The ideal balance is an affordable brand design package customised to your business.
As well as a great logo, your business will benefit from a holistic brand identity that supports long-term growth.
And that’s worth the investment.