Buyer beware.
Seller be real.


The process of making a great mark is just that, a process. I had recently read on the Deluxe.com website that a basic logo cost starts at $80. So that tells us that the designer you hire from Deluxe, making minimum wage here in California, paying off a student loan, Adobe CS fees, Fonts, an apartment, would spend 7.5 hours creating that one final $80 logo (averages a low $11.00 per hour), start to finish and web and print ready! Certainly no time for research, to gain an understanding of your business, compare and analyze competitive brands and industry trends, make sure the work is unique and well executed and made into usable files.


So how do logo contest sites, and super-low priced Internet logo-mills, with their teams of global design professionals come up with these amazingly cheep, too good to be true logos and estimates? Well lets be frank, they either borrow someone else's idea and art or sell you pre-made stock clip art. That wouldn't be much of a logo by any standards. Try owning or registering it for a trademark. A great logo takes time. It's not only a form of business art, it will represent your company or brand for years to come.


So what should a logo cost? Is it a weekend side hustle or a thriving global business? Are you offering something as trade for a lower rate? A logo is priced on the need, exposure, uses, copyright terms, time lines, and your budget. A local restaurant: $3000+. A small startup $6000+. An established national brand $15,000+. It's up you and the value you expect from artists work. Most importantly, have a budget based on your business financial capabilities and long term strategy before you go shopping.


Options are endless and the best work comes from the best people. Never the cheapest. I implore business professionals and logo buyers to do their homework. Hire a professional designer or branding agency. Visit their office or have them visit you. I ask fellow designers to be professional, fair, confident, honest and have self respect.


Today the Internet is ripe with logo and web design shysters. Check references. Star ratings and industry awards on a website are usually the first sign of thick layers of B.S. ahead. Don't take costly shortcuts to save a dime. Your value and your designer/artist's time are worth a lot more then Fiver, Upwork, Deluxe and all the other graphic design logo mills and sweat shops are selling you for.


Drew Dougherty
Sports Lifestyle Logo Artist | California
Logo Pricing - AIGA - NoSpec! - Graphic Artists Guild