Nothing helps you promote your brand quite like a well-defined, memorable logo. When you are thinking about making a logo for your business, consider its versatility and usability. Where do you envision this logo showing up, and what culture does your business want to personify? Having a good idea of what you want before you meet with a designer will ensure your logo project is completed within budget. If you are creating a new logo (not updating an older logo) the exploratory phase of finding a business’s identity should occur before seeking a designer. Once you are ready to consult a designer, the process of designing a logo consists of three phases: Concept, Review, and Design.
Clients meet with a designer and explain to them their vision for the logo. Generally, a designer will come up with three concepts from this meeting, and the client will pick what they like from each of the concepts. From there, the designer creates the image and presents it to the client for review, which brings us to the next phase.
This can be a lengthy process because it involves so much back and forth communication with the client to ensure that the logo is completely unique, distinguished, and compliant with their vision for the logo. Generally, there are several requested revisions and additional meetings with the client before a satisfactory result is reached. This step will also take more time if you are developing a logo from scratch rather than updating an existing logo.
The amount of time a logo takes to create from start to finish is truly dependent on the company’s decision-making process and the number of requested revisions. Additional revision cycles can also be avoided if you encourage all the decision-makers in your business to be a part of the process from the beginning. Remember, creating a file from scratch takes much more time than just cropping or editing an existing image.
Once it’s made it past the review phase, the completed logo has to include two specific elements to ensure that it works well and can be integrated smoothly into your overall marketing strategy:
- It must have Pantone colors:
These are specific, print-friendly colors that can be transitioned to the digital space nicely. Logos that use a color number outside the Pantone spectrum typically do not end up with an exact color match.
- It must be formatted as a vector file:
- The logo has to be able to be put on anything, from websites to sweatshirts, so the final product must be produced as a vector file. Vector files are different from normal image files because they use mathematical formulas to properly scale the image to whatever dimensions are needed.
Logo Types and Prices
The cost of a logo largely depends on the type of logo you are looking for. There are five unique types of logos.
This logo is basically a picture of a familiar object, e.g., Apple’s apple symbol or Target’s bullseye symbol. These are very simple in what they convey, which makes them very memorable. If all the conditions were ideal, a simple icon logo would be likely to take about four hours.
A wordmark is basically the company’s name or the brand’s specific word, such as Old Navy, Disney, or Coca-Cola. This incorporates alteration of a font for a unique look to differentiate it from regular words. A wordmark has similar criteria as an icon; a smoothly flowing project might take about four hours.
This logo is made up of a single letter. This has similar editing as a wordmark logo, because the letter is altered to make it different from a normal font and unique to the business. Depending on the client, this logo may take about three hours.
This is a combination of a symbol and a wordmark acting together. This is more complicated simply because it uses both imagery and text to convey the message. The nice thing about a combination mark is that the image and the text can be used separately if needed. An example of this would be Microsoft, Applebee’s, or Amazon. The brand is represented equally well with either the symbol or the text. This type of logo does involve more effort and takes longer than the previous logos because you are incorporating two elements. On average, a combination mark takes seven hours (with one revision/review period).
This is a combination of a symbol and text; it is different than a combination mark because they are combined into one element. An example of this would be Harley Davidson’s shield emblem, Starbucks’ two-tailed mermaid, or the NFL’s shield logo.The complexity of emblems means that, unlike a combination mark, the individual items cannot be separated from one another to still convey the same message. If the words were removed from the NFL’s or Harley Davidson’s shields, a person would be much less likely to associate those pictures with their respective companies. Emblems can quickly get extremely detailed and expensive. The time investment for an emblem depends on the complexity, but a basic emblem starts around seven hours of effort and often increases from there.
Back to Basics
Creating a logo for your business is a large process. When you plan your logo, remember that the ideal logo will embody these three foundational aspects: what your company does, how you reach your goals, and what impact you want to have on the industry you’re in.
Are you ready to start your logo project? Connect with Art Unlimited today to discuss the logo vision you have for your business!