Brand strategist chris do shares his insights on how designers should go about pricing their services. When it comes to talking about money, logo design is one of the most contentious areas of graphic design. After all, how much work can it possibly take to design a logo. Surely it shouldn’t cost companies millions to commission logo designers when the market shows that a straightforward
Surely it shouldn’t cost companies millions to commission logo designers when the market shows that a straightforward tick seems to work well enough for the likes of nike. This sort of attitude can push graphic designers over the edge. Designing a good logo is of course much more difficult than it appears. But how do you tell your client that creating a logo takes a fair bit of time and money? Justifying yourself is a common problem amongst graphic designers, but luckily brand strategist and blind founder chris do is here to help creatives secure themselves the best deal.
10 ways to find logo design inspiration
Recorded as part of a money talk workshop, this video sees chris explain how to pitch your logo design services. Running at half an hour, this in-depth video tackles the vagueness of logo design pricing with the help of real-world examples, as well as providing some useful tactics creatives can use in the future. Check out the full talk below. Great logo design requires a complex mixture of design skills, creative theory and skilful application. Any designer worth their salt can create a fit-for-purpose logo, but truly mastering all aspects of the craft takes time.
Of course, logo design is just one small sub-set of branding – which these days can incorporate a dizzying number of activation points, from interior design right through to tone of voice on social media – but the logo, or brand mark, remains the centrepiece of most branding schemes.
As editor of computer arts and chair of judges for the brand impact awards, I have spoken to more than my fair share of branding professionals about the intricacies of good logo creation. So here are 25 pro logo design tips to help you improve your branding work – from the research phase, through the different stages of logo design craft, and finally the application of the mark.
Before you even start working up a logo design concept, ensure you research your target market thoroughly. Your client should be able to provide some information about their competitors to get you started. Compare all the logos in their competitive set. This research may well reveal some entrenched branding conventions in that market sector, and that can sometimes help your process by playing on familiar visual associations.
But bear in mind that many of the world’s most recognisable logo designs stand out specifically because they eschew trends and think differently. Strategy is becoming an increasingly important part of the branding process. What this means in practice will often depend on the scale of the project, but it all starts with asking the right questions.
Michael johnson’s recent book branding: in five and a half steps is dedicated to johnson banks’ creative process, and covers complex challenges such as formulating brand strategy in far more detail than we could ever hope to here. Once you’ve formulated a strategy, you don’t have to set it in stone. There’s a reason that johnson banks’ creative process has that extra half step: number 2.5 represents the grey area between strategy and design.
According to johnson, it can be a two-way street. Some conceptual, strategic ideas that work in theory may fall apart in practice when visualised; conversely, a compelling visual solution that emerges from left-field during the design stage can feed back into stage two and help evolve the strategy retrospectively.