It depends on how much you have to spend. Seriously. Logo design costs can run from absolutely nothing to thousands of dollars.
Complicating the matter even further is the fact that the "you get what you pay for" concept doesn't always apply here. You could spend a lot of money on a mediocre logo from a top design firm, or spend nothing and get a big hit from a local design student.
From a designer's perspective, it's difficult to spec out a logo in advance because every project and every client is different. But as a small business owner, you need a reasonable assurance that your design investment will lead to a business logo that gets results.
With that in mind, here are a few tips that will go a long way toward making sure you get your money's worth from your next logo design project:
- DIY Online Logo Design -- If price is the main consideration in your logo design project, you can go online and find any number of do-it-yourself logo creation websites. With just a few clicks of the mouse you will have a very affordable and functional logo. But since the basic logo templates are used by every small business that visits the site, DIY online logos are vulnerable because they can't be protected by trademarks. They also have a reputation for looking a bit amateurish. Bottom line: Think less than $100.
- Local Design Firms -- There's something to be said about the ability to meet with your logo designer face to face. When you sit across the table from someone, you get the sense that you are being heard and that your insights will actually be incorporated into the final product. The downside is that local design firms are your priciest option. Bottom line: Think thousands of dollars.
- Offshore Designers -- It sounds a little crazy, but offshore designers offer a more cost-efficient alternative to U.S.-based designers. In our increasingly flat world, designers from India & the Philippines are creating decent quality logos at a price you can afford. Of course, the downside of working with offshore designers is that your legal remedies are limited if something goes wrong or if your logo suffers from copyright infringement. Bottom line: Think several hundred bucks or less.
No matter who you use to design your small business logo, the rule of thumb is that price is indexed to the quality and service you receive from the logo designer. But as the price of your logo design solution goes up, so does the need for you to verify the designer's credentials.