Logo Design News This Week (4.25)

Each new Friday, we take a quick look back at the week that was in logo design and think to ourselves, “Wow, that week went by fast. And look at all the stuff that happened…” Let’s take a look at the logo-related stuff that happened over the past seven days.

Let’s start with a few new logo announcements related to television stations…

FYI Logo DesignThe first was related to the relaunch of the Biography channel as FYI,. The station change was announced earlier this year, but final details for the logo had not been worked out. We have to admit that we don’t like the new name or the new logo half as much as we liked the old Bio. logo. Click the link to see the old logo. The new name is intended to allow viewers to fill in the blanks, like: “for your information” or “for your imagination” or “for your inspiration” and is probably more versatile than the old name. It’s a nice idea, but the visual branding isn’t as strong as it was. We’ll see if the new branding holds up…

Next up is a new logo for Hallmark Moveis and Mysteries (formerly the Hallmark Movie Channel. Click the link to see the logo.

Discovery Life Logo DesignBut Biography and Hallmark aren’t the only stations changing their identities and logos. Discovery Fit and Health (a station we have to confess we’ve never heard of, which might explain our present girth) is changing its name to Discovery Life (not to be confused with the Lifetime channel). And of course the new name comes complete with a new brand identity shown here. The “new” channel will focus on relationships and target middle-age women. Another logo that doesn’t do much for us, but then we’re not in the target market.

Now let’s turn to the world of soccer. First, check out these “best of” Google logos celebrating the games of the World Cup.

New Inter Milan Logo DesignNext, a couple of soccer (or is it football?) teams (or sides as football fans call them) timed new logo announcements to go along with the World Cup final. First, lots of fans not really loving the great big huge chevy logo that will appear on the kit (that’s uniform to you Americans) for Manchester United. And Inter Milan introduced a new logo that is very similar to the old logo, except the letters are a bit thinner and the star is gone. Surely fans will notice, but probably no one else.

Another sports logo: the Sacramento Kings have a new logo to celebrate their 30th season in California’s capital city.

One more sports logo link: We’ve linked to this kind of article before, but here’s another. Check out the hidden images in these designs.

Clermont Logo DesignThis may be one of the worst logo redesigns we’ve ever seen, not because the logo is bad (though it is not very good), but for the ridiculous “branding bollocks” used to justify the change. Clermont is now the Choice of Champions, not the Gem of the Hills. And they have a new logo. But read the description of how the designers explained the “meaning” of the logo and try not to laugh. If you have to explain with words what a logo means, it’s not a very good logo. And how exactly is the city the Choice of Champions?

On the other hand, this one isn’t much better. Reminds us of the burner on a stove.

If you’re following Turkish politics, you might have noticed a similarity between the current President’s logo and the logo used by the Obama team. And the angry birds logo.

Tanabata Logo DesignThere were several World Cup related logos posted at Google—as noted above. So this week we wrap up with the new logo celebrating Tanabata, the Japanese star festival. The logo was only seen in Japan and celebrates a fairy tale about two stars, hopelessly in love, but separated by the vast milky way.

Did we miss anything? Let us know in the comments.

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Is It Time To Design A New Logo?

Each Friday here on the Logomaker Blog, we share a whole bunch of logo design news, showing the new designs, telling you a bit about the changes, and sharing our thoughts on whether the change is good or not.

Time for a New Logo DesignIf you’ve read a few of those updates, you’ve probably noticed how many of the new logos we profile aren’t for brand new companies, but are redesigns of existing trademarks. It seems to be a rare thing these days to find a company that sticks with its logo for more than a few years. And for organizations like sports teams, which are constantly trying to stay fresh and relevant to their fans, we’ll see new logos every two or three years.

So, if everyone else is doing it, you should too, right?

Easy answer: Maybe.

Your logo is the single visual identifier most associated with your product or service. When you’ve branded your company well, it is the first thing customers see or visualize when they think about what you offer them. Which makes it a very valuable asset.

Change the asset too much, or needlessly, and you can destroy some or even all of that value.

But, you say, Google does it every week. Sometimes several times a week.

True, but Google has several advantages that you probably don’t have. Most importantly, each new logo (Google calls them Doodles) appears in the same place as the original logo does, at the top of the page at Google.com. There are no other visuals on the page to compete with the design. No chance that you’ll find a competitor’s logo there. You’re at their home page, so the logo there must belong to Google, even if it is somewhat different.

Also, importantly, Google tends to keep as many letters and colors in place, as the design changes. You can generally make out the company’s name and the familiar colors in each logo.

Marie Curie Google Logo DesignLastly, each of Google’s doodles celebrate an event that is recognizable to the person who is viewing the logo. Whether it is the World Cup (for which we’ve seen about 50 new Google logos over the past few weeks), or the 144th birthday of Marie Curie (which Google featured three years ago), customers have grown accustomed to seeing unique designs based on historical events on the site.

Before you try something similar, think through whether you have a similar set of advantages that help you succeed with a new logo each week.

Okay, so Google is definitely an outlier, with several advantages. But other companies update their logos every few years. Are you like them? Should you change your logo once or twice a decade?

When people talk about updating their logo design, they often talk about the evolution of Apple’s logo, which goes something like this:

Apple Logo Design Evolution

Apple is another wildly successful company that has updated their main logo about once every five to ten years (and it is doing it more often lately). The company’s first update was dramatic—changing a mark that is hard to read or print (Newton sitting under the Apple tree) to a colorful icon with a bite out of it. The new design is significantly easier to print or engrave on computers and iPods. But changes after that were small tweaks to color and depth, made to keep the brand relevant. Changes that most potential customers (rather than engaged fans of the brand) wouldn’t notice.

If your logo is difficult to read or the concept is a little nebulous (like Apple’s original design), then it is probably time to consider a new design that better represents your product or service.

On the other hand, some logo updates don’t do anything to enhance the brand. There’s not really a reason to make the change except that someone (usually the CEO or company owner) is tired of the design and wants to see something different.

That’s what we saw with the recent update to the Yahoo! logo. And the Gap logo.

Yahoo Logo Design Update







Take a look at the Yahoo! logos above (the new one is on top, the old is on the bottom).

The new logo removed most of the “fun” feeling from the design by evening out the type (all but the first and last letters). And it uses a weird bevel on the typeface. We don’t think it’s an improvement, but even if you do, how is this different enough to justify the change? What value is added? What does it say about the new Yahoo! that the old logo didn’t?

Two years ago, when the Gap tried to update their logo, it was much the same. A change for change sake with no real value added to the products or the overall brand.

If this is the kind of change you are considering for your logo design, forget about it and spend your time on something that will deliver real value to your customers.

Let’s take a look at one last example. Shell Oil.

Shell Logo Design Evolution


Shell’s logo has been updated roughly every 10-20 years. Each time the change has been small but sufficient to keep the design relevant for the time. Each tweak, especially after the 1930s simplifies the design and makes it stronger, but still preserves the essential look and feel of the brand.

These are the kinds of tweaks to a logo that really make sense. If your logo needs to be updated to keep it relevant, to simplify the design, or to make it visual stronger, then it may be time to update your logo design.


Photo credit: Βethan via photopin cc

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11 Quotes for Business Owners and Startups from Jon Taffer

Jon Taffer Startup AdviceJon Taffer is a former business owner (as many as 17 restaurants at one time) and currently hosts and co-produces Spike TV’s popular show “Bar Rescue”. Taffer is an authority in the food and beverage industry and master of hospitality in general. Both on TV and off, he has revivified literally thousands of dying restaurants and bars by incorporating strict business rules and customer expectations into business models that previously had no such compass.

In his recent book Raise the Bar, he explains the philosophy of Reaction Management which is essentially how businesses should focus on getting the right reaction from customers—regardless of industry—in order to find success. Whether he’s rescuing bars, granting an interview, or writing a book, his advice to would-be successful business owners is consistent. Here are some of his most poignant things he’s said:

“Looking back on my career, I realize I never intentionally chose it; passion drove me toward it.”

“When a customer’s expectations for your business don’t match reality, his or her perception is affected, oftentimes permanently. Shoddy business presentation and practices affect how much value a customer places on your brand.”

“Everything we do is part of a process, never a result.”

“Any business, no matter what it is, lives or dies by the customer reactions it creates.”

“We only fail because of ourselves. The minute you take responsibility, everything changes.”

“Stay on top of the numbers.”

“You’ve got to have experience. Either work for someone else first or have a partner with experience.”

“See every crack, every detail. I learned to really see and not just look at my business.”

“I do not favor innovation over listening to customers—I favor innovation while listening. It’s not that I’m against new ideas, but as a businessman, I need it to protect and maximize investments.”

“Your ‘brand’ is what your customers think of you, not what you think of you.”

“I don’t embrace excuses. I embrace solutions.”

—Jon Taffer, Businessman, TV Producer, Author


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Logo Design News This Week (4.24)

Thanks to the 4th of July weekend, this week we have an abbreviated version of our weekly logo design news round-up. Here’s what we noticed over the past seven days:

Big 12 Logo DesignThe biggest logo design news this week was the announcement of two new logos for American Collegiate Athletic Conferences. The first was the Big Twelve (which these days only has ten teams despite its name). With the new logo, the conference is sticking with both the roman numeral motif and the number 12. The new design is a significant improvement over the previous mark—replacing the tear/ribbon with a more sophisticated type treatment below the XII icon. The logo also has several versions done in its member schools colors as well.

Atlantic 10 Logo DesignBut the Big 12 wasn’t the only conference with a new logo this week. The Atlantic 10 Conference also got a new logo. They’re not to be confused with the Atlantic Coast Conference which got a new logo just two months ago. The Atlantic 10 Conference includes Davidson, a team that has made some noise in the NCAA Basketball Tournament in the last couple of years. The new logo is intended to showcase the strength, speed, and commitment of the league.

And the sports logos just keep coming… the Boston Celtics apparently have a new, slightly cleaner, secondary mark. And here’s a nice round-up of World Cup logos from tournaments past.

Women Owned Logo DesignWe applaud the idea behind this logo, though we’re not sure we like where this kind of thinking might lead. The Women’s Business Enterprise National Council has partnered with Wal-mart to add a special logo to products made by women-owned businesses. And while we think encouraging women-owned businesses is a good thing, we have to wonder, don’t women work for and benefit from man-owned businesses too? Is the gender of the owner more important than the gender of managers and employees? And if we do this, why not have logos for Native American-owned Businesses, Jewish-owned businesses, Man-owned businesses, and so on? Never mind the question, should we base our buying decision on the sex of the owner versus the quality of the product? Good in the short-term, but maybe not in the long-term.

DA Davidson, an investment company got a new logo which you can see here.

Nazarene Logo DesignGood things come in threes. So do church logos, it would seem. We saw three new logos for churches announced this week. First the Nazarene Church introduced a new design to represent their beliefs and congregations—it features everything you’d expect in a traditional christian logo—flames, dove, scriptures, and a cross. We also saw this new logo for All Saints Church in Driffield and a nice, new design for Resurrection Lutheran Church too.

Monster, the job search website, has updated its logo. We like the new look, but are less enthusiastic about the flag treatment.

Independence Day Logo DesignThe parade of new Google Logos for the World Cup continued this week. You can see them all here. Shown here is the new Google logo celebrating Independence Day in the United States. Also, new this week was a design celebrating Canada Day, which you can see here.

Did we miss anything? Let us know.



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13 Motivational Quotes for Start-ups and Entrepreneurs from Les Brown

Les Brown Startup QuotesLeslie C. Brown (Les Brown) has been highly sought-after by business and professional circles (Fortune 500 CEOs, small business owners, non-profit organizers and local community leaders) for his dynamic ability to motivate and inspire individuals. After blazing his own trail to success, he studied the science of achievement and has found a winning formula as a motivational speaker geared toward getting results. Like most motivational speakers, his approach essentially boils down to helping people find ways to believe in themselves and how to work with the resources available rather than finding excuses for not being able to accomplish a goal.

Mr. Brown struggled through elementary school because he was mislabeled by his teachers as mentally challenged. He overcame the judgment and surpassed anyone’s expectations when he found success as a multiple term Ohio politician, author, radio broadcast manager, and even as a host of his own show The Les Brown Show. Today, he shares how his personal habits have helped him achieve his goals and how anyone with the right determination—regardless of circumstance—can live their dreams, always reminding people: “It’s possible.”

“If you set goals and go after them with all the determination you can muster, your gifts will take you places that will amaze you.”

“You’ve got to have passion and drive and you’ve got to have persistence and perseverance and people and projects.”

“Honor your commitments with integrity.”

“You cannot expect to achieve new goals or move beyond your present circumstances unless you change.”

“Too many of us are not living our dreams because we are living our fears.”

“Wanting something is not enough. You must hunger for it. Your motivation must be absolutely compelling in order to overcome the obstacles that will invariably come your way.”

“If you take responsibility for yourself you will develop a hunger to accomplish your dreams.”

“When life knocks you down, try to land on your back. Because if you can look up, you can get up. Let your reason get you back up.”

“Help others achieve their dreams and you will achieve yours.”

“Just because Fate doesn’t deal you the right cards, it doesn’t mean you should give up. It just means you have to play the cards you get to their maximum potential.”

“Life takes on meaning when you become motivated, set goals and charge after them in an unstoppable manner.”

“Review your goals twice every day in order to be focused on achieving them.”

“Your ability to communicate is an important tool in your pursuit of your goals, whether it is with your family, your co-workers or your clients and customers.”

—Leslie C. Brown, Business and Personal Motivator

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Logo Design News This Week (4.23)

At last we’ve come to the end of the week, which traditionally means it is time to take a look back at the news from the world of logo design. Heres the stuff we noticed:

76ers Dribbling Ben Logo DesignThere were quite a few announcements about new sports logos—including one that sadly won’t be a logo after all. Early this week we saw a lot of online chatter about this new logo for the Philadelphia 76ers, featuring Ben Franklin dribbling a basketball. Unlike most other recent mascots for professional sports, this design doesn’t feature a fierce or nasty-looking character ready to rip an opponent to pieces. Rather, it’s friendly and fun. Which may explain why it won’t be used by the 76ers after all. Who knew America’s first ambassador to France had mad dibbling skills?

On the West Coast, the Golden State Warriors also unveiled a series of new logo designs that hint at an upcoming move back across the bay to San Francisco.

Louisville FC Logo DesignThough most of the soccer-loving world is focused on the World Cup this week, new Soccer Club Louisville FC announced a new logo this week. You might remember that the club already announced their logo just a few weeks ago. Unfortunately, fans didn’t like it, so the team hurriedly put together a contest that received more than 100 new logo ideas. The winner, which tweaked the original design just a bit, is shown here. The new logo is a bit better than the old one. It still features the original bourbon barrel and fleur-de-lis, but has added a few city related icons and redrawn the shield. The type treatment is also greatly improved. But it is still not among the great logos of the MLS.

Louisville FC wasn’t the only Kentucky sports team to get a new logo this week. Check out the new designs that Murray State announced on Tuesday. Now those are good sports logos.

New Hull Tigers Logo DesignOne more  soccer (or in this case, football) related logo from the past week. Hull City, unveiled a new club crest that doesn’t include the name of the Club, but it does have the year that the club was founded. The idea behind dropping the name from the logo is that the club’s owner believes the team will be more marketable outside of Hull without the small town connotations. So the Hull City Tigers are, at least unofficially, just the Tigers.



The Hell’s Angel’s motorcycle gang logo has been banned in Germany.

New Google Android Logo DesignEnough of the sports logos… Google updated the logo for its Android operating system this past week, opting for a type face that is significantly easier to read, but losing some of the tech-feel that made the old logo so unique. The new logo is also all lowercase, which many perceive to be friendlier than logos in capitals. We like the update, but a few designers have compared the new word mark to the Bloomingdale’s logo. They are very similar.

The upcoming new movie from Pixar called Inside Out has a new logo.

Wales Nato Logo DesignSome logo news from Europe… First, leaders in Newport seem thrilled with this new logo for the upcoming NATO summit in Wales. But we can’t see why. The new logo features a bridge icon that represents the local Transporter Bridge. Locals are excited about the exposure this will give the city. But wait a minute. How many people outside of Wales will recognize the bridge as a local landmark? How many inside? Our guess is precious few. The logo on the whole is a big ugly mess of icons, colors, and words in two languages (one of which is not Welsh). This is the kind of mess you get when you design in committee or have too many people with a say in the design.

Also from Europe, the EU released a new logo to help prevent the sale of fake medicines. While we applaud the effort, we are skeptical of its effectiveness.

New Russian Army Logo DesignPictured here is the new logo for the Russian Army. It uses the colors from Russia’s national flag. The designers chose the five pointed star which for three thousand years has represented security and protection (why didn’t we know that?). But more than one person has pointed out that it is very similar to the star that used to grace the signs at the Mall of America, which may not be the best image for a nation’s Armed forces. Coincidentally, Arlington Texas rolled out a new red, white, and blue star logo this week as well.


Fiat Chrysler has a new, boring  logo.

Google World Cup Logo Design2Google kept up its barrage of World Cup themed logos (they show when you type in a World Cup related search term) this week, with different logos for different games. We really like this logo showing the letters lining up in a wall to block a free kick, then running away in fear—shown for searches related to the USA vs. Portugal game.

Did we miss anything? Let us know in the comments.


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What Is Your Logo Design Worth?

As a follow up to last weeks post on what a logo should cost

So if you hire a designer and pay $2000 for a logo, your logo design is worth $2000, right?

And if you create a logo for less than $50, you logo is worth less than $50.

Before you answer that, consider this:

Nike Swoosh Logo DesignIn 1971, Nike founder Phil Knight paid designer Carolyn Davidson just $35 for the swoosh logo. Adjusted for inflation, thats still just $206 today. But the company is worth almost $66 billion and the brand alone is valued at more the $24 billion.

Is Nikes logo worth just $206?

On the other hand…

Cingular Logo DesignCellular phone customers from the early 2000s might remember Cingular and their friendly orange jack logo. Cingular reportedly spent more than $4 billion to make their brand one of the most liked in the world, and in the process, attracted the largest customer base in the cell phone market. (Not all of that money was spent on the logo, but the logo development certainly cost hundred of thousands of dollars.) Then, after just six years, the company merged with AT&T and announced that they would abandon the Cingular name and logo. Today, even many former customers wouldn’t recognize the logo.

Is Cingulars logo worth millions of dollars today?

The Nike logo is valuable because millions of customers like the brand and look for it whenever they need a pair of shoes or athletic gear. The money spent to create the actual logo design has almost nothing to do with its true value.

This takes time, effort, and yes, a bit of money.

The Cingular logo design is just about worthless because the company hasnt used it in almost eight years. No one sees it and it no longer represents anything of value.

The lack of investment of time, effort, and money has left jack without value.

The same is true for your logo. Its value isnt determined by what you pay for it (you can get a perfectly serviceable logo for $49). Rather the value is determined by what you do with it.

As your brand and logo come to represent that positive interactions that customers have with your company, its value will grow. A great product matched with great customer experiences over time will add tremendous value to your logo—no matter how much or how little you paid to have it designed.


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11 Inspirational Quotes for Running a Successful Business from Russell Simmons

Russell Simmons Startup QuotesQueens native, Russell Simmons, co-founded the hip hop music label Def Jam Records in 1984 when he was 27. In the 30 years since then, he has expanded into the fashion industry (Phat Farms clothing), financial services, TV, and film. He sold both Def Jam and Phat Farm for more than $100M each while he currently runs Rush Communications—a holding company that invests in prominent brands in the media, fashion and lifestyle industries.

Simmons’ net worth is estimated to be over $340 million. Tania Padgett of CNN Money reported that “Simmons says that a positive attitude, passion and openness to wealth—both spiritual and material—are some of the qualities needed for entrepreneurial success.” You can read all about it in Simmons’ book, Super Rich: A Guide to Having It All, or you can catch snippets of his philosophy below (which, surprisingly, is more about generosity than making money).

“Respect your parents. What they tell you is true. Hard work, dedication and faith will get you anything. Imagination will drive itself. You can get anything you want, but you have to have faith behind all your ideas. Stick to your goals and have an undying faith.”

“If you wake up deciding what you want to give versus what you’re going to get, you become a more successful person.”

“I think if you’re open-minded, the road will take you where it takes you. If you’re closed, you might not get to go where the road is heading.”

“The stuff I do, I do every day, and I’ve been doing it for long periods of time. I don’t start and quit—ever. I start and stay on it.”

“From a business standpoint, I instinctively do things: when I get something right, it’s never because I use my brain.”

“I think that diversity is key for the next American entrepreneurs. They want to be a part of this society where there is so much diversity they have to have people from all the experiences.”

“As I get, I give. Giving as you get is critical. It has everything to do with being happy for yourself, and making others happy is the cause of making yourself happy, and it’s the cycle of giving and getting.”

“I’ve been blessed to find people who are smarter than I am, and they help me to execute the vision I have.”

“I like to do things that I see clearly that are in my, you know, scope. And then, I had to figure how I get talented or smart business people around me to execute. That’s what I have to do.”

“I think I’m less afraid of failure than some others.”

“Poverty and lack of knowledge must be challenged.”

—Russell Simmons, Co-founder of Def Jam

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Logo Design News This Week (4.22)

It’s Friday, which means its time again to take a look back at the news from the world of logo design. Heres what we noticed over the past seven days:

NZ Conservative Party Logo DesignNew Zealand’s Conservative Party has a new logo… or at least they are trying to get a new secondary logo approved, but it may not happen. Why? Well take a look at the proposed design to the left. The way the party intends to use the logo is on ballots next to the names of their candidates. See any problem with that? A logo that says Vote next to the names of their candidates seems to be a cynical way to win additional votes. Though, we would guess that it might be effective for some low-information voters. Actually, the real problem may be that it looks a little too much like a get-out-the-vote logo used by the country’s trade unions.

We saw a bunch of news items related to Netflix’s update to their site and apps that features their new logo. But if you follow our regular updates, you knew about that design update two months ago.

Graham Texas Logo DesignLast year, we regularly posted links to news items about small towns adopting new logos in an effort to bring tourists into town. We have repeatedly expressed our doubts that anyone chooses a town to visit based on the design featuring prominently on the town stationery. But that doesn’t stop town after town from adopting logos to represent them to the public. Such is the case this week with the towns of Bloomfield (a contest-winning design that we think is atrocious) and the city of Graham, Texas (where Texas apparently goes home). The City of Napa also has plans to do something similar and a budget of $10,000 to spend. We’d advise them to save their money. Or at least try a more frugal option.

The Comcast Logo (and NBC peacock) will be going up on the roof of 30 Rock despite the objections of people who say it isn’t historical (unlike the GE logo that’s been on the building for all of 26 years).

Relish Logo DesignUK Broadband, the owner of a big section of the radio spectrum suitable for 4G LTE internet use, launched a new brand, Relish, to sell that spectrum. That’s exactly the kind of name you expect from an English company, similar to Orange (a phone service brand) and Curry (a retailer). As for the Relish logo, its not bad, though it hasn’t been getting high marks from designers due to its simple serif font finished with a curved flourish at the bottom of every letter. The characters that accompany the logo are perhaps more interesting that the logo itself.

The USPTO cancelled several trademarked logos used by the Washington Redskins because they were determined to be offensive. No matter how you feel about the Redskin’s name, we should all agree that having beauracrats decide the propriety of a trademark based on political whims is a bad idea.

Feed The Children Logo DesignFeed the Children, a non-profit focused on ending hunger has a new logo. This logo design actually has a name: band together and the word FEED appears in all capitals to emphasize the organization’s mission. Notice the I is lower-case, to show that the child is the focus. We like this design.


Google Father's Day World Cup Logo DesignGoogle has been posting a new logo on their site each day of the world cup (starting last week). Sometimes the logos have featured letters dressed in the flags of their countries (like in this snafu where the company dressed a Cameroon player in Ghana’s flag). The logo shown here was created for Fathers Day and features dad and son walking to a match. Note the sons legs moving at twice the speed of Dads just to keep up.


Did we miss anything you saw? Let us know in the comments.

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How Much Should Your Logo Design Cost?

Save Money on Your Logo DesignLet’s be honest. This is a loaded question. And the answer you get will almost certainly depends on whom you ask.

And though we definitely have a bias, we’ll set that aside for a minute as we look at the prices we often see people say are a fair price for a logo.

We recently came across an old blog post about this very subject. The author argued that if a small business owner were to design their own logo, they would need to spend the following:

Adobe Illustrator Software: $599
Wacom Tablet (a drawing tablet used by designers): $99
27 inch Apple iMac: $1799.00

Add to that the cost of a degree in graphic design from a four-year college and the price of designing your own logo runs in the tens of thousands of dollars. On the low end! (Keep reading and we’ll show you how you can do it for a whole lot less.)

Not surprisingly, his opinion is common, although on the high side.

Ask a design agency what they charge for a logo and you’re likely to hear something in the range of $5000-$10,000 or more.

Ask a freelance designer, and they’ll tell you that’s way too much. They can save you a few thousand dollars. Working with them, your logo should only cost about $1200.

Search online and you’re likely to find logo design offered for anything from $5-$300, depending on the site.

You can even get a logo for free at some sites (that link will show you how to use Logomaker to get a free logo).

That’s a huge price range, for much the same thing. (In truth, you don’t get the same thing when you spend $50,000 as you do when you spend $50, but we’ll get to that in a minute.)

So which one is right? What should a logo cost you?

There are a couple of ways to answer that question. This first is by asking another question:

What is it worth to you to have a logo?
If you are starting a new venture and just need business cards or a website to get started, a new logo might not be the highest priority for your limited marketing budget. In that case, the value you place on your project is relatively low—maybe a few hundred dollars.

But if a new logo design makes you and your business look more professional and attracts new customers, bringing in an extra $10,000 a year, you might argue that your logo is worth several times $10,000.

But pricing a logo this way is a little bit like pricing a diamond ring based on how much your fiancé is worth to you. $300? $100,000? You really can’t put a fair price on that.

What It Costs to Make a Logo
Another way to answer the “what should a logo cost” question is to consider how much it costs to produce one. That’s what the blog post I mentioned above attempted to do (in a sort of ham-handed way).

If a designer charges $50 per hour and works on your logo for six hours, the project should cost $300. That sounds fair, but what if your designer takes two hours to research the logos used by your competitors, spends another two hours to really understand your business, and two more hours to come up with three or four design concepts? The $300 is gone and your designer has no more time for exploring different ideas or providing revisions to your design. That’s not good.

If you want to see more design concepts, you either need to pay less for your designer’s time (which means a less experienced designer) or pay for more hours (which means a more expensive design).

From this perspective you can quickly see why a good designer will tell you a logo should cost something like $1200 or more.

What You Get for Your Money
You’ve probably seen an article or two online that details what different companies have paid for their logos. Nike paid $35. Pepsi recently paid more than $1 million.

When big companies pay hundreds of thousands of dollars for a logo, they are buying far more than a logo. That price usually includes the costs of focus groups, environmental graphics, the development of brand standards, and more. Not even the most profligate Chief Marketing Officer can afford to spend that much money on a logo if all they get is a few design files.

On the other hand, a small business owner spending $30 or even $100 for a logo doesn’t expect (or even need) brand standards and focus groups. She can’t afford those things anyway. But it is possible for her to spend her entire budget and not receive high-resolution files or the rights to use her logo. That is far worse than blowing a massive budget.

The key isn’t how much you spend, but rather whether you are getting the value you need as you work with your designer. If all you need is a file with a simple design to use to launch your business, spending even a few hundred dollars on a logo may be too much.

How Much Should Your Logo CostHow to Save Money on Your Logo Design
Most of us don’t work for a big company or enjoy enormous design budgets. We live in the real world. So here are a few tips for getting the most logo for your money:

1. Know what you need. If you only need a simple logo to prove a concept, you are almost certainly better off creating your own logo than spending money on a design agency. Check out this linked article to learn if you should hire a designer or create your own logo.

2. Consider a “Starter Logo”. Before you spend hundreds or thousands of dollars on a logo for a business idea that you’re not sure is going to work out, use a do-it-yourself tool to create a basic design that you can update later once you’ve seen some success. There are a few of them out there, but Logomaker is our obvious favorite.

3. Skip the contest sites. They promise to give you lots of options and save you money, but what you often get is unoriginal (sometimes copied from other companies) or unworkable. You’re better off creating your own design and later hiring a designer you can work with one-on-one when you’re ready to take the next step. You’ll save money in the short run and get a better logo in the end.

4. Shop around before you buy. If you’re ready to work with a great designer, then by all means, do it. Check out logodesign.com to look through the portfolios of the best designers we know. You’ll get great design at reasonable rates.

5. Make sure you get high resolution files. Some sites promise logo design for as little as $5. But if you want usable files, they tack on charges that take the price closer to $100. Sounds like bait and switch, right? Wherever you choose to get your logo design, make sure you get a vector file (EPS or AI). If that’s not an option, don’t waste your time.

So how much should your logo cost? If you’re willing to do it yourself, you can get all the files you need for as little as $49. Click here now see how it works.


Photo credits: 401(K) 2013 via photopin cc

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