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How to understand the VALUE OF A LOGO Logo design can seem costly along with all of the other professional business expenditures needed in a successful business, but the most costly logo is one that does not help you get business or worse, cheapens your image. Your design says so much about you and your business so be sure yours speaks well of you and your business. The cost of a logo is not in the amount of time it requires to create it as it does in with other things such as paying someone so much per hour to do labor or most other skills. The cost of your design is based on, but not limited to the following: 1. Number of times your image is seen 2. Number of years you’ll use the image 3. Number of items your image is imprinted 4. Size of your company 5. Credibility and notoriety of your designer 6. The research and skill of your designer Allow me to speak just a bit about each. I will address the first three points together. To make the math easier I will use the total cost of $1000 for your completed design. To the uninitiated that may seem to be quite a bit of money to invest in something that may be perceived as something that is intangible until it’s printed on your letterhead or becomes a sign on the side of your building. But not so! Let’s say that you use your logo for just 10 years (the very minimum life of any logo), that would be a cost of only $100 per year. Now let’s say you use your logo on only 10 things such as your company business cards, letterhead, vehicles, mugs, shirts, etc. Dividing $100 by 10 things results in a cost of only $10 per item. Taking this further, there really is no way to judge the number of impressions by viewers to your design but dividing $10 by 100, 1000 or more results in an almost ridiculous fraction of a fraction of a cent. To make this fairer to the designer, most create designs for a one-time use or insist on a royalty, usually 12 to 15% each time the art is used on subsequent things. Another factor to establish the price (or art fee) to create a logo that a designer uses is by the size of the company; determined by the number of employees and amount of sales in a given year. Most would agree that the larger the company the more uses for the logo and more people will see the logo. This would raise the art fee. Finally, choosing the right designer ensures that you will usually receive a logo that results from researching your company, your industry and using knowledge of design such as the psychology of color, shapes, and just too many things to mention here, but certainly the things that designers should have a passion and understanding about. And if you are fortunate enough to hire a designer who has had success with other companies and has a bit of fame in doing so, you’ll have some bragging rights! Probably the most important thing is to be fair to your designer and he or she will be fair to you. Remember they too are a professional in business just as you and need to compensated for their skills so they can buy groceries, get their cars fixed, raise families; everything that you are in business to do. Of course cost is always a factor and getting a return on your investment is important. The cost of the design can be decreased with less number of impressions used, if you have a smaller company, and using less research or hours spent on the design project but be sure you use the talents of a skilled graphic designer who understands you, your business and how to translate everything about you and your business into a graphic symbol that states it at a glance. Design Artist Monthly Ter Scott is a graphic artist who teaches graphic design at Duluth Business University in Duluth Minnesota, creates logos for clients around the country with his own firm Ad King Special T Promos! |
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| CLICK HERE TO CONTACT Ter Scott! Graphic Designer OR CALL: 800211-1202 Ext 18348 |