I know this can be a hot topic, so let me start with a controversial opinion:

You should not pay for a Logo.

Yes, I said it! Now, before you start throwing virtual tomatoes at me, let me explain why.

The actual value of a Logo comes from its foundation and how coherent it is with your business’s values and goals. So, to design a Logo that truly represents your business, you need an in-depth discovery process. Without it, you’re likely to end up with a design that’s doomed to fail from the beginning.
Think about it — your logo could have the wrong font, inadequate use of colors or negative space, lack of message or consistency with your company’s message, be too visually complex or poorly conceived, or even be a concept that’s too trendy or plagiarized.

Furthermore, let me drop another controversial thought: A Brand can survive without a Logo- particularly a poor one!

What it can’t survive without are a Strategy and Plan. Why? Because a Brand is a relationship you build with your client. It’s what they think and say about you. So by having a strategy and plan in place, you can guarantee that you deliver the right business message and show what makes your service unique. This is where your real value is. So, I repeat:

A Logo has Zero value when there is no clear Strategy or Plan behind it. Therefore, you shouldn’t pay for it.

So, what should you pay for?

If you want to build a long-lasting business, instead of just buying a Logo, your best bet is to invest in a Branding Strategy and Design package that’s packed with value. These packages allow you to:

• Do a solid discovery process that dives into the depths of your business, such as an analysis of your message, your audience’s needs, and how you should place your products in front of them.

• Have a clear copy for your business, which includes descriptions that let your audience know who you are and how you can help them, building that long-lasting relationship.

• Effectively translate Strategy into a meaningful Design, coherent with the information you put together — with all the right colors, typography, and aesthetics to reflect all the values, adjectives, and emotions your business represents.

• Build a thoughtful Logo set on this design foundation.

• See your Logo in action with Mock-ups that place it in the colors, textures, and overall foundation chosen for your new brand.

Now that you know what you should be paying for, you might be wondering how much this will cost you.

The price for a Branding Strategy & Design package depends on the designer you choose, plus the return on investment you expect for the project. Generally speaking, prices will go anywhere from $1000 to $10000 or more. This reflects the knowledge and skill that the designer or agency has, the time they will dedicate to your project, the material they will use to produce results, and the value of your market and business.

To make a reasonable investment, you need to balance the value a package like this will bring your business by asking yourself questions such as:

• How many clients will you convert, and in practical terms, how much monetary growth will good branding (and copy!) mean for you?

• What price will your services or products have?

• How much are you willing to invest in a brand that can grow and evolve with time?

• What materials and how many collaterals will you need to be designed?

Knowing the answers to these questions beforehand can save you time and money when searching for a designer. I suggest booking a chat with a couple of professionals so that you can have a better understanding of their services and how they can help your business. Don’t be afraid to ask questions and make sure to request a proposal with detailed pricing information before making any commitments.

My last tip:

Avoid approaching a designer by asking them ‘‘How much for a logo?’’. Instead, take the time to research their services and approach them by asking if they’re available for a quick chat to discuss collaborating on the visuals for your business. Show them that you understand the value of their craft and ask questions that will help you determine if they’re the right fit for you.

Remember, the designer will be evaluating you just as much as you’re evaluating them. Give yourself and them a chance to know if and how you can work together before making any decisions. Then, take the time to make the right choice for your business.
This will get you closer to being rewarded with a design that perfectly fits your needs.