Fiverr, really? That’s how little value you think a logo can make. Wrong, that’s coffee money (not that people get away with only spending $5 on fiverr anyway).
You and your business deserve better than that and how I’m going to explain it is by taking the designers perspective. No, don’t roll your eyes, what I’m outlining here is for the benefit of you, so come on stick with me for a minute.
Lets look at what is involved in creating a logo, a brands visual identity. Looking at whats involved will you understand what you should be getting and also the time and effort put into a identity project.
Now I’ve been designing for nearly 20 years and I have a design process below I’ll outline the basics. This process certainly isn’t exclusively mine, in fact nearly everyone other good designer I know follows something very similar. Where do I start…
A Design Process Breakdown.
- An initial design conversation / consultation – understanding business, your needs, your goal, your market.
- Research on the market and competitors.
- Prepare and review a project / design brief document (with mood board to find the tone)
- Pencil sketches (quick ideas)
- Initial concepts for presentation (3 – 4 full flesh out logo concepts)
- Design presentation & explanation / rationale.
- Design changes (2 – 3 rounds)
- Final Refinement & logo variations (landscape, portrait, reversed, single colour)
Once you have the concepts are approve, we’re still not done.
Final Logo Deliverables:
- Supplied with various industry standard file types for digital and print
- Colour palette
- Supply of logo suitable for all Print and Digital needs:
– High Resolution Versions of logo
– Low Resolution Version of logo (for email signature etc)
– Supplied in industry standard formats for web and print (EPS, Illustrator, JPG & PNG Files)
– single colour version of logo
– reverse logo
– landscape and portrait variation.
Yup, it looks like a fair bit of work laid out like that, and it is. So how much time might be in doing this? its easy to sink 20hours, it’s possible to sink 100hours into something like this. Can you remove stages from a process like this? sure you can, but each step helps reduce risk of time being wasted or that the final product will be substandard.
So how do they do it?
When I see people offering logos that are less than a couple of hundred, its a worry about what corners are being cut. Even if they have a crazy low hourly rate (which suggests they are probably not that great and sort after). How do they produce a logo and earn a enough for a basic living?
The answer is easy…
It’s often the work is made with paid pre-made assets, or free downloadable pre-made assets, or and worse stolen work. Yes, stolen work, it happens a lot and we’ve all heard the horror stories. While this isn’t a horror story, its a great example of what to expect:
What Kind of Logo Do You Get for $5?