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How much does a logo cost? Let's do two accounts


Like it or not, the first question that a logo designer will often hear is how much a logo costs . Many companies don't understand the real value that a logo can have for their business and their only thought is the price. So let's talk about prices!

Contents index

·         The terror of the budget
·         Hourly or project cost?
·         Evaluate the size of your client
·         The cost of a logo based on the design stages
·         How to calculate the cost of a logo
·         Let's take an example
·         Logo quote for the freelance photographer
·         Company quote with 70 employees
·         Time factor and skill factor
·         So how do some ask for 250 USD for a logo?
·         How much does a logo cost? Conclusions

The terror of the budget

A designer on his first assignment will panic when he is faced with the difficult task of drawing up a quote for a logo design project. The first questions that will be asked will be:

"How long will it take?"
"How much do my graphic designers charge?"
"If I ask too much, will I lose the customer?"
“If I ask too little, will I be taken seriously?

So, take a deep breath and let's analyze all the factors that will determine how much a logo costs.

Hourly or project cost?

When providing quotes to potential customers for the design of a logo, it is possible to provide a fixed rate for the entire project or an hourly rate multiplied by the number of hours that are expected to be used. It may seem like a difficult choice, but in reality it is not so if you think about it. First, put yourself in the customer's shoes. 

Would you prefer to know in advance what the cost of a project will be or would you opt for an hourly rate according to which the project could take longer than expected and risk accumulating a huge and unexpected expense? Almost all customers would prefer a flat rate.

Paula Scher , a well-known American designer and author of books on brand identity, said: "it took me a few seconds to draw it, but it took me 34 years to learn how to draw it in seconds" .

 If you try to quantify what you are worth in an hourly amount, or you will invite your potential client to go to another designer because he does not believe it is worth it, or you will unknowingly underestimate your talent to conclude a work agreement. So the choice is easy. Offer a flat rate
Evaluate the size of your client

Before determining how much the logo costs , you need to understand first what your client's potential budget is. If it is a small, medium or large company, if it is a single freelance or a non-profit association. For each of these a different type of quote will be proposed.

Freelance and non-profit associations will most likely be the categories with the lowest budget and you can hardly offer a price above 1000 USD

The cost of a logo based on the design stages

A good logo designer will know that in order to complete a logo design project, several design phases must be followed:
Brief with the client
Any trips
Market research
Mind Map
Scketcing
Computer drawing
Revisions
Preparing the files
Creation of a brand manual

Each of these phases involves time and therefore money, the good news is that for some of your customers it will not be necessary to follow all these phases, for example for the shop under the house you will not need to make long journeys let alone create a brand manual. The latter is not necessary especially if the person who will use the logo is a single person.

How to calculate the cost of a logo

The simplest operation is to start from an hourly cost to calculate the various logo design project prices. This rate will be used only for you to perform the calculations, the customer will communicate only the cost of the project.

Generally a standard hourly rate for a graphic designer could fluctuate between 30 and 50 euros (even more if you are highly appreciated). If you are at the beginning you could consider a rate between 30 and 35 USD

Now calculate the costs for each individual design phase.

Let's take an example

You are at the beginning of your career and you have to make two quotes, one for a freelance photographer from your country and one for a 70-employee company operating in the oil sector located 20 km from your home. They are hypothetical estimates, useful for understanding the calculation process. Feel free to edit them and adapt them to your needs.

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