Branding, like fine art, is extremely subjective. A logo or brand identity has value – both symbolic value and financial value. But that value lies in the eye of the beholder. That means that the price of a brand identity is extremely subjective, too.
Here are two (admittedly extreme) examples that illustrate both sides of the proverbial coin. The designer of the Nike swoosh – easily one of the most recognizable logos in the world – was famously paid only $35. On the other side of the spectrum, Pepsi paid $1 million for the 2009 redesign of its logo – a mere revision of their previous logo which became the laughingstock of the design industry for its staggeringly pretentious justification.
These are unique examples, but the point is that there is no ‘right answer’ about how much a logo should cost, or what it’s worth (although obviously $35 is too low a fee for anything you want designed). Branding is a subjective practice. But the results of good design and its impact on your business are measurable.
If you’re seeking a brand identity for your business, the only solution is to choose a designer you trust, and then trust that designer. Your only job is to find the right team for the task – and then invest your faith in their work. There are a lot of snake oil salesmen in branding, so it pays to do your research and find the real McCoy. A good studio or firm will be able to prove that they are the right fit for the job, and they should have the work to back it up. Their fees will vary depending on their size and experience. But you are hiring them because you are trusting them to deliver a valuable product and service.
The ultimate example of the aforementioned ‘trust’ maxim is design hero Paul Rand, designer of the logos for UPS, IBM, ABC, and many more. Paul charged his clients a flat rate (around $100,000 in some cases) and presented one final solution that he stood behind as the only right solution. Paul said that he did not present the client with various logo design options “for the same reason that a doctor doesn’t give you a million choices – if you’ve got a headache, he’ll give you an aspirin. He doesn’t give you a choice between that and Ex-Lax!” Paul Rand’s clients trusted him to prescribe the right medicine and they were rewarded with effective, powerful, timeless designs.
If your business needs a logo design or brand identity, contact Magnetic State today. We are the modern design team that you can trust.