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How much does a logo cost?

What is a mood board and why it's important?

How much does a logo cost? That is probably the most common question I get asked. One of the very first steps in a new business is creating a brand identity which typically consists of a primary and possibly secondary logo, a color palette and typography. Unfortunately, the answer to "how much does a logo cost?" is not easily answered.

When you hire a designer to create a custom logo for you, the invest can vary anywhere from several hundred dollars for new, fresh out of college designer to several thousand dollars for major agencies and artists. It's important that you do your research in choosing which path to take. Asking for recommendations from friends and colleagues can be helpful, but beware of the "my cousin's ex boyfriend's cat-walker is a graphic designer" because let's face it, A LOT of people claim to be graphic designers.

And unlike doctors or lawyers, there is no "final test" at the end of school that decides whether or not someone can practice design. Some of the best designers may not have even attended college. So the best way to find the right designer is to do your research. Most designers will have an online portfolio showing previous woks and their overall aesthetic and skill set. It's also important to note if they lay out their processes online, pricing, reviews, etc. When you finally make the commitment to give them a call...or email them, be sure to discuss he following points:

• Price: A good designer will never allow "sticker shock" to happen. Be sure that your designer lays out all of the fees associated with their work. It's the designers job to discuss money with you, if they shy away from it or are wishy-washy, you may want to consider reaching out to another designer.

• Timeline: How long does it take to design a logo? That can vary, so make sure your designer is transparent about how long their process takes and that you inform them of any tight deadlines you may have.

• Deliverables: This is a big one. I have had many clients come to me with their current or previous logo asking why it's only in .jpg format. Or why the text looks wonky when pulled into Illustrator. The file format that you use for your website is not the same file format that you will use for signage, and so on. This may sound complicated, but it's up to us as designers to ensure that you have every version of your logo that you will need for print and web uses. Make sure your designer lays out the deliverables included when designing your logo.

• Contract and rights: Your designer should have a contract in place and it shouldn't scare you. the contract is to protect both the designer and client. Does your designer maintain the rights to their sketches while you obtain the rights to the final design? These are all things that your designer should lay out in a contract for you.

The bottom line is, your brand is an investment. If you pay your cousin's ex-boyfriend's cat-walker to design your logo, you may end spending more in long run if you have to pay yet another designer to come in an fix it or completely redesign it.

If you'd like to learn more about our branding processes, feel from to give us a call or send us an email!

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