Not All Logos Are Created Equal
Recently, I had a potential client hop on an inquiry call. An inquiry call is a quick, 15-minute get to know you chat where we talk through their project to see if we’re a good fit. I also get a feel of their branding goals while walking them through my process and pricing, so they know what to expect.
During this call, something came up that’s becoming more common: an AI-generated logo. Right away, I could tell it wasn’t quite hitting the mark. It felt generic and lacked the spark she was really looking for. She told me a “designer” had provided it, along with a few other options that looked nothing like this one. This was the only one she felt “cute” enough to show me. Unfortunately, even that one was limited in where and how it could be used. The pricing of a logo tells you a lot about your designer.
Let’s talk numbers for a second. That previous logo? It likely cost under $500 most likely. If you're hoping to hire a designer with experience, who’s going to provide not just a logo, but a brand system that works across all platforms including the files you need to keep things consistent, you’re going to be looking at a price point above that.
To give you an idea, most professional designers will spend around 40 hours on a full branding project. And that work starts as soon as we have our first call.
Here’s a general idea of what goes into the process:
Research
Strategy
Mood boarding
Concept development
Revisions
File prep
Style guides…and so much more.
Of course, every designer’s process is a little different, and some projects flow faster than others. But ultimately, what you’re investing in is not just our time it’s our years of experience, our creative thinking and our ability to deliver a brand that truly functions the way it should.
Again, I totally understand that everyone has a budget. My only ask. Be realistic about what you’re expecting for that budget. You splurged for the name brand bag, and it wasn’t cheap. A well-crafted, unique and professional brand is more than just a logo. It’s a foundation for how your business shows up in the world. That should be an investment you are happy to spend a little extra on.
