What’s the first thing that pops into your head when you think about branding? Is it the slogan, a string of compelling words that define your company? Or do you think of the colors, a complementary palette that’s been chosen to evoke certain feelings? Maybe it’s the typeface, a font that is used across all communications.
While all of these elements contribute to the essence of a brand, there’s no doubt that a company’s logo sticks in your head far longer than anything else. There are even fun games and apps designed to test how well you remember corporate logos – they’re just that memorable! The downside is that your customers really notice – and remember – if your logo is outdated, unappealing, or cheaply done.
When a business changes direction or grows, a fresh logo reflects the new you, especially as part of a bigger overhaul that includes a sleek, updated website for your flourishing company. So, how much does it cost to design a new logo? Let’s dig in and find out.
What’s In A Logo?
A logo is so much more than a tiny picture that appears in the corner of your website. It’s the cornerstone of your visual identity. In many ways, it’s the most important marketing asset your company has.
Think about some of the world’s most famous logos – Nike, McDonald’s, Apple. They’re all instantly recognizable, even from a distance. And they’ve been carefully designed to convey certain messages about the brands they represent.
In general, there are five principles of great logo design:
1. Simplicity
Gone are the days of graphic-heavy logos with shiny gradients and 3D effects. Today’s best logos are clean, uncluttered, and easy to understand at a glance.
2. Memorability
What’s the McDonald’s logo? You pictured it instantly, right? A great logo should be just as unforgettable; it should feature a central image or symbol that’s easy to remember.
3. Timelessness
A logo should be designed to last for years, even decades. That means avoiding fads and trends that will quickly date the design.
4. Versatility and Responsiveness
Does your logo look just as good in black and white as it does in color? Can it be scaled down to look great on a mobile device or business card, or enlarged to fill a large screen? A great logo is flexible enough to work in any size or context.
5. Relevance
Your logo should reflect the values, mission, and personality of your company. It doesn’t need to show the product you’re selling, but it should give customers a sense of what you’re all about.
When A Logo Needs An Update
It’s hard to pinpoint exactly how design trends change. How did Apple know when to flatten and simplify their logo? How did Nike know to implement the iconic swoosh, and change to a blocky font? It’s a mix of art and science, really – an understanding of both design trends and customer psychology. And when you see a logo that looks outdated, you know right away.
In today’s image-conscious world, first impressions are everything. Here are some signs that your logo needs to level up:
- It contains dated imagery or symbols. Maybe you’re using an old-fashioned 3D font, or your color palette looks like something straight out of the ’80s.
- It’s too busy or complicated. Too many colors, gradients, and effects can make a logo look cluttered and difficult to understand.
- It doesn’t reflect your company’s values or mission. If you’ve rebranded or shifted your focus, your logo should reflect that change.
- It isn’t versatile. An important component of logo design is whether it can be used on a variety of applications, like social media, print materials, and merchandise. If not, it might be time for an update.
- Keep an eye out online, too – especially if you’re a well-known company. What are people saying about you on social media platforms like Reddit and Twitter? If you’re getting a lot of negative feedback about your logo, it might be time for a change.
What Impacts the Cost of Logo Design?
If your business is all set to make a fresh start, you might be wondering – how much does it cost to design a new logo? Costs are going to differ from one design company to the next. But in general, you can expect to pay anywhere from hundreds of dollars to $20,000 or more for a comprehensive logo design project.
A comprehensive project includes research, strategy, and multiple rounds of revisions. First, the agency will get to know your company inside and out – your mission, values, and target audience. They’ll use this information to develop a logo that’s not only visually appealing but reflective of your brand’s personality and the mood you want to inspire in your users.
After the initial design, you’ll have a chance to give feedback and request revisions. The agency will make changes based on your input until you’re completely satisfied with the results. Frequently, multiple rounds of revisions will drive up the cost.
Of course, if you only need a minor update or two, the cost will be lower. Simple logos—like a clean word or image—will be easier and more affordable to design than a complicated graphic. Similarly, straightforward changes like color changes or font tweaks can usually be completed for a few hundred dollars.
Finally, agencies will take into account the responsiveness of your logo before quoting a price, which refers to how different permutations or combinations of your custom logo elements can be used across different mediums and contexts. For example, the grocery giant Whole Foods uses one version of its company name on its desktop site, features a simpler, cleaner version of its logo on the Whole Foods mobile application, and has a slightly different iteration for its social media accounts.
If your company needs a portfolio of logos to use in different contexts, then your chosen logo design team will create multiple versions to use across different mediums and contexts.
A Successful Logo Means a Successful Future for Your Business
When designing a new set of brand materials or updating your current assets, a smart question to ask your team is how much does it cost to design a new logo? Hopefully, we’ve given you a good idea of what goes into the process and how much you can expect to spend.
Remember that a logo is one of the most important – and visible – aspects of your brand. It’s worth taking the time to get it right. The expert designers at Buddy Web Design and Development have created dozens of cutting-edge logos that set brands apart from the crowd. If you’re ready for a visual upgrade, check out Buddy’s work here or get in touch on our form here.
