How Much Is A Logo?
How Much Is A Logo?
If I had a dime for every logo I’ve created, I’d be a poor man today. Even with all the years I’ve been in this business...I just haven’t done that many. Few dozen...maybe...tops. Why? Not because I haven’t been asked. I have shied away from this task because creating a corporate logo is probably one of the toughest, time heavy, creative drains of any of the marketing services offered to clients.
People who know what I do for a living will come up to me out of the blue, and ask, “How much is a logo today Harry? I see them on the Internet for 10 bucks now?” Under my breath I mumble something like, “And how much is a house? I see people living in tents now too.” What a lot of business people don’t understand is that images, like a logo, at a glance, help us understand a concept that would take forever to explain in words. The shape, the colors, the fonts, the leading...they all transmit what the company is and what it stands for. This is important stuff.
So, If you are looking for that new look. One that reflects your passion for your business, the integrity of your products, the attitude of your employees and your concern for your customers, here’s a quick list of things not to do. And then, things to do that will help you in your quest.
1. Do not have a logo contest. This means inviting numerous artists, most non professionally trained, to compete. You get to choose and pay the one who does the best job. What you will inevitably get is something of poor quality. A design you have to settle for, and then throw good money after bad to refine it before it’s ready to use. If there is a sign, a piece of stationery or an ad that is visually trite, complicated or just plain doesn’t make sense to you, chances are it was a contest winner.
2. Do not use stock imagery downloaded from the Internet. These images are ripped thousands of times a day, promising you that just when you thought you got a fabulous deal, you’ll see yourself coming and going on a product or service that doesn’t reflect the nature or stature,or perhaps even the product of your firm.
3. Do not try this at home. Do not attempt to draw one yourself unless you do your own dentistry.
4. Do interview more than one firm or artist. Look for that one special person who is truly interested in getting to know your industry and how you are positioned within it. This is about a relationship, and there has to be chemistry. With their permission Email or call their satisfied clients. It’s too late after the process has begun. Hide nothing. Tell him or her everything they need to know about your business. Pay ⅓ of the fee up front. ⅓ of the fee after pencil concepts have been approved and ⅓ after it is finished.
5. Expect a charge higher than you anticipated. The time required to research, conceptualize, reflect, communicate, cry, redo, make camera ready, can be considerable. Expect no more than 2 or 3 visual spec concepts. With logos, confusion reigns. No one can choose from too many options. The process will also take longer than you expected. Weeks, sometimes months will go by. Don’t rush it.
6. When it’s finished and everyone is delighted, reward the artist with chocolates, a dinner, booze if appropriate, and then celebrate yourself. Don’t let major milestones pass without proper acknowledgements. Life’s short.
So how much is a logo? Impossible to say. If you keep it for a month you paid too much. If you keep it for a lifetime, priceless. Do what you can afford without being cheap and you should come away from all this with a song in your heart and a public identity that says to the world everything you want people to know about your business...in a single image.
Here’s to your success.
Please note. I am beginning a new question and answer section for this column. If you have a question regarding marketing/advertising/public relations/sales please don’t hesitate to write to the below e-mail. You and your company’s name will be kept confidential. I will do my best to answer them in a timely fashion within the space provided me here. Remember, a rising tide lifts all boats. This has nothing to do with the article you have just read. Looking forward to hearing from you. Harry Roemisch is the owner of Roemisch & Company a marketing, advertising and public relations company with offices in the Trillium Arts Centre in Travelers Rest, SC and Brevard, NC. He can be reached at [email protected] or 864-660-9544