Why are logos so damn expensive?

Every designer (graphic, ux, web, or anything of the likeness) has been asked on multiple occasions the ever popular question, “Hey can you make me a logo for my [INSERT RANDOM BUSINESS VENTURE HERE]. I’ll give you $[INSERT AMOUNT LESS THAN $300 HERE].” It’s easy to understand why clients might think a logo should be priced less than say a full brochure. What they see is a small symbol with minimal detail that looks like it could have been created in seconds. Unfortunately for designers, behind those simple symbols there was TONS of research, sketches, trial and error, happy little mistakes, I could go on.

The creation of a logo can be similarly compared to the story of Picasso’s napkin. As the story goes, Picasso was sitting in a cafe doodling on a napkin. As he was leaving he went to throw the napkin away when a woman sitting near him asked if she could have it and even offered to pay him for it. He agreed to give it to her for something like $20,000. The woman was sticker shocked and proclaimed “But it only took you five minutes!” to which he responded “No my dear, it took me 40 years.”

While a logo shouldn’t (better not) take 40 years, it’s the same concept. Even if your designer is giving you 3 options to choose from that are just simple shapes and text, hours upon hours of work went into taking the ideas, the mission, the voice, the brand identity of your company and squeezing them into one little simple symbol that represents all that is you. On top of that, if you consider the years of experience the designer endured to obtain a skill allowing them to create such a logo, it very well may have taken them 40 years.

Another important attribute of a logo to consider is its longevity and flexibility of it. Not only is this logo going on EVERYTHING for the unforeseeable future, like your ads, brochures, those crappy sunglasses you always get at street festivals, but it needs to be able to be applied to dark backgrounds, light backgrounds, large spaces like an airplane, or teeny tiny spaces like a stamp. When you think about what your logo represents and the endless variety of ways you’ll be using it, shedding out a considerable amount of cash doesn’t seem so ridiculous.

Long story short, don’t be like the lady trying to buy Picasso’s napkin, appreciate not just your logo on its surface, but the process, skill, and thought that went into it and everything it stands for.

Are you looking to have a logo designed but need a designer you can trust to understand your brand? Sadiecom Design offers logo services as well as many other services to support your business’s brand and advertising needs. Visit www.sadiecom.com for more information.