Your logo design is an investment in your brand. Millions have been spent researching brand loyalty. And most of that research data applicable to the smallest of businesses. Most large corporations invest thousands into their logo identity and for good reason. They sell products with the logo, plaster it on every ad and even put it all over race cars. Why? Because if your logo fulfills its purpose as being recognizable and consistent people will associate it, even on a subconscious level. Okay, so you won't be sponsoring any NASCAR racers anytime soon. How about a Facebook ad? As designers, do we expect the “corner cafe” to match a Pepsi budget? Of course not. A professional designer will take into account the size of your company and exposure your logo receives when quoting you. But does that mean your small business should walk away with a $5 logo? Probably not.

Why Logo Design Doesn't Cost $5.00

High-profile designer Jacob Cass explains in his article Why Logo Design Doesn’t Cost $5.00 “A logo’s design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority.” And in many cases, your logo will inspire people’s leading impression of your product or service. Cass goes on to explain, “The logo is one aspect of a company’s commercial brand, or economic entity, and its shapes, colours, fonts, and images usually are different from others in a similar market.”

Knowing Your Rights!

Understanding your rights as a client is important, as is knowing what you are paying for. When you purchase someones creative work, you are essentially leasing it. Even if someone physically executes your idea, the visual representation of that idea remains the property of the creator unless otherwise formally documented. “How can this be?”, you ask? “I paid for it, it should be mine”, you say? Well, that’s not how it works. In fact, seems like the perfect time for an analogy: Are you a homeowner? Have you purchased a car? Ah ha! So you are, in-fact familiar with purchasing others creative works without owning the rights to it. Someone designed that home and though you purchased a version of it, they can duplicate that design and sell it over and over again. The same goes for your car, I’m sure you've seen a few twins while out and about.

While I believe most professional designers would not dispute a client's rights to use a creative work that has been paid for. Legally, the paperwork needs to reflect that. And if you've purchased your logo for $5.00, better believe that design is being duplicated and resold. Ultimately it is the designer's decision to extend, full-rights, partial rights, or no rights. But having this conversation before money is exchanged is important. And if you require full-rights from your designer be prepared for your cost to reflect that.

Do you have more questions regarding logo design or in need of a quote. Contact me for a free quote on your logo identity.