6 Reasons Why a Logo Should Cost More than your Lunch


After taking part in a few forum conversations about $50 logos, and then reading David Airey’s – What’s Your Logo Worth it prompted me to put pen to paper.

Why should a logo cost more than your lunch?

  1. A logo is the very first impression people get of your company –
    Before a potential client even walks through your door, your logo is a representation of your company. It can make a company appear large, small (whether it really is or not) fun, serious, professional…
  2. A logo needs longevity
    Once a logo is designed it will represent your company for many years.
  3. A logo needs to be original
    A logo should be designed specifically for your company. A cheap “generic logo” may not reflect your company’s values. A cheap logo may also use clip art which could end up being used by another company.
  4. A logo should look professional
    You wouldn’t take a potential new client to Mac Donalds for lunch, in effect this is what is being done with a cheap logo. A logo should give your company a professional image, appropriate to its needs.
  5. A logo should reflect the time and thought gone in to designing it
    One of the problems here is that people don’t always realise the amount work that goes into a professionally designed logo:

    • The research – even if the budget is quite small I would expect at the very least to find out who the company’s main competitors are and how they present themselves
    • The brainstorming of ideas
    • The rough sketches
    • The 4 or 5 logo options worked up on the computer
    • The amends, tweaking and further amends
  6. A logo is the starting point of your whole corporate image
    The colours typography and style of a logo will often dictate the corporate look of the rest of a company’s literature.

Any more suggestions?

A post also worth reading is Vivienne’s How much should you pay for a logo?

This entry was posted in General Graphic Design, logo design, Marketing and Design. Bookmark the permalink. Both comments and trackbacks are currently closed.


  1. Posted November 4, 2008 at 4:37 pm | Permalink

    There is a lot more to logo design then most people think.

  2. Posted November 14, 2008 at 5:01 am | Permalink

    Yes, I agree, you’re definitely right, professional logo represent that we are professional too

  3. Posted November 20, 2008 at 6:44 pm | Permalink

    Professional logos are the only way to create brand identity for your company.I totally agree to that professional logos make companies look professional.

  4. Posted November 27, 2008 at 7:00 pm | Permalink

    I absolutely agree that profesional logo makes our buisness looks professional also it’s represent our professionality too.

  5. Posted December 2, 2008 at 5:03 pm | Permalink

    Logos on websites are like id cards in the society. We need them for identity and can be a significant way of showing authenticity.

  6. Posted December 13, 2008 at 2:56 am | Permalink

    That picture is making me hungry. I suppose that means it is an effective logo!

  7. Posted January 14, 2009 at 10:39 pm | Permalink

    Not if you develop the logo yourself.


  8. Posted January 19, 2009 at 11:40 pm | Permalink

    Buying a good quality logo off course would make a big differance to any brand however it is actually finding the fundung for this that can prove cumbersome for a small business and espically for a business that is just starting out.

  9. Posted January 21, 2009 at 8:04 pm | Permalink

    A picture is worth a thousand words. You want a professional logo so that those words are the right ones.

  10. Posted January 22, 2009 at 5:20 pm | Permalink

    I would much rather pay for a quality logo that will give me good brand recognition than go the cheap route and have no brand recognition. A logo IS your company and paying extra is definetly worth it.

  11. Posted January 27, 2009 at 1:21 pm | Permalink

    Yes you’re right, in many cases a logo requires a lot of thought and a lot of imagination, but sometimes it can just be about the right font. Look at Microsoft, Coca-Cola, Google

  12. Posted January 27, 2009 at 10:17 pm | Permalink

    Nice post.

    I’m currently getting a logo designed with ideas coming from a 2 people.

    I understand that this is an art,as stated people see the logo first,it’s a statement.

    It’ll be interesting to see how the 2 compare.

  13. Posted January 30, 2009 at 6:23 pm | Permalink

    An equally important job for designers responding to a client asks who you to modernize there logo after it has been in use for a number of years.

    Hear I would argue that the key thing to bare in mined is that the logo remains instantly recognizable as belonging to the client. IE the changes are a gradual evolution and not a revolution.

  14. Posted February 1, 2009 at 5:32 pm | Permalink

    I have had logos made on the cheap that were good, however the one that I had professionally designed stood out in the crowd and was a logo that you could remember. It can be difficult to justify the cost of a pro logo, but its worth every penny.

  15. Posted February 2, 2009 at 10:32 pm | Permalink

    Great article again Tara!

    Love the title of the blog post haha!

  16. Posted February 10, 2009 at 11:12 am | Permalink

    I conclude had logos made on the tasteless that were good, however the matchless that I had professionally designed stood foreign ropes the assortment also was a logo that you could remember. It authority exemplify intricate to describe the monetary worth of a pro logo, but its plus every penny.

  17. Posted August 2, 2009 at 7:20 am | Permalink

    Point #6 is reason enough to pay to get a quality original logo. It’s best to start off on the right foot rather than regret it later on.

  18. Posted August 6, 2009 at 2:27 am | Permalink

    The logo makes the company. If it’s not legit, no one will take the company seriously. The logo also needs to be memorable quickly – it must stand out and be remembered after first glance.

  19. Posted August 10, 2009 at 8:58 am | Permalink

    Nike’s swoosh costs a mere $35 (around $200 at today’s prices), if I’m not mistaken. But it was professionally designed nonetheless.

  20. Posted August 19, 2009 at 3:59 pm | Permalink

    Its really important not to undercharge for logo – cheap design devalues the whole design industry.

    However, a logo/brand’s value is relative to the wealth of the company its intended for. Its a tricky balance.


  21. Posted October 12, 2009 at 10:02 am | Permalink

    Thank Tara. I agree with your reasons. In the country that I work, Business companies don’t want to spend so much for logo design. And you know what, they copy some logo of the others and change a little bit or nothing. So sad for designer.

  22. Posted October 14, 2009 at 5:27 pm | Permalink

    A well designed logo can be one of a companies most important assets. Sometimes you can’t even put a price on it. It’s best to put the funds up front and get something good.

  23. Posted November 4, 2009 at 7:13 pm | Permalink

    Pay peanuts and you get monkeys. No professional will put good time and effort into a logo for that kind of price.

  24. Posted January 13, 2010 at 6:05 pm | Permalink

    Some people are actually on a budget though so cannot always afford expensive design.

  25. Posted January 13, 2010 at 11:20 pm | Permalink

    Branding, identity is key to a businesses success. A elegantly designed original logo will take a good business far.

  26. Posted February 24, 2010 at 7:35 pm | Permalink

    It is getting tough for designers as they now have to educate clients before they can actually get to work but many will be attracted to the very small prices before they realise that they will need to spend more to get something both original and professional. The harsh truth is though that a cheap logo design usually costs a business more in the end when they realise the major mistake and have to rebrand everything!

  27. Posted March 16, 2010 at 12:15 pm | Permalink

    A high professional logo shows you mean business! If you see quality, you then expect a quality service back so gives you the uper hand to come across as a professional company right away.

  28. Posted March 16, 2010 at 12:44 pm | Permalink

    I have seen some expensive logo’s that are also hideous. However, the general rule of thumb is that you get what you pay for.

  29. Posted April 1, 2010 at 4:38 pm | Permalink

    Great post, I totally agree logo design is very important. It could easily put clients off going with your company if you don’t have a proffesional looking logo.


  30. Posted April 17, 2010 at 11:03 pm | Permalink

    I have seen some expensive logo’s that are also hideous, but you get what you pay for most of the time..

  31. Posted May 11, 2010 at 2:33 pm | Permalink

    A logo has to be clever and liked by the audience and this way it’s memorized. Also it should stand out from the crowd of rival logos. It might be even funny having a little spice on it (look at OGC logo – everyone knows it!)

  32. Posted July 24, 2010 at 12:26 pm | Permalink

    A properly researched and designed corporate logo should convey EVERYTHING about the business identity, even if you change the words. I always think Coca-cola or Disney when I’m creating a new branding or corporate logo for a client. Change the words, and you still have the same brand imagery.

    Excellent artice!

  33. Posted September 27, 2010 at 12:06 am | Permalink

    Agree 100% with this article, another factor that tend people to go for the cheapest logo design is that there is so many people ¨generally speaking¨ ( and you can see them in your own familiy, circle of friends, besides clients of course.) that just can´t distinguish a good logo from a bad or a very bad logo, since they have no artistic, design skills nor education in the design area, so is very easy for them choosing the company which offers the lowest rates for a logo design project without knowing that they may also misrepresent the brand and spirit of your bussiness in a big way, well here is where we came to explain them the difference between them, and how extremely dangerous could be choosing a logo that will may transmit the very opposite of what you may wish for your targeted clients which usually is reliability, trustworthy, authority, integrity, etc.
    In other terms a cheap and bad logo is instantanously related to a cheap and a bad company to the educated eye, and that educated eye might result to be one or many of your potencial customers.

  34. Posted November 26, 2010 at 8:56 am | Permalink

    Totally true! Anyone with a mac or pc can make a logo these days. But the quality and the distinctivebillity (is that pronounced correct?) of a logo is the most important thing. And that can’t be make by anyone who just bought a mac and downloaded a illegal copy of CS5. Thats where experience, profession and time… lots of time comes in. And thats why a professional logo can’t be make for 50 bucks.

  35. Posted December 1, 2010 at 5:14 am | Permalink

    Completely true. I’ve had quite a few clients who’ve had to spend additional time and money because they didn’t hire a professional the first time around. For instance, I once had a client who admitted spending over $10K trademarking a logo he didn’t like and for which he spent less than $200. How does that make any sense?

  36. Posted December 1, 2010 at 11:14 am | Permalink

    Hi Mdostudio – wow that is crazy

  37. Posted January 19, 2011 at 10:10 pm | Permalink

    I remember a client a few years back who was looking for a new logo design after going for the cheaper option. The visuals which I saw looked like really bad clip art. I see a logo as an investment – it’s what identifies a business and it goes on nearly everything.

  38. Posted March 15, 2011 at 9:35 am | Permalink

    Ive tried making logos before and usually its the simple ones that prove as a challenge. Simple is effective, but they require the most thought and care.

  39. Posted March 18, 2011 at 11:19 am | Permalink

    I totally agree and can’t wait to get to the logo design stage and working with a graphic designer on my little start up. First impression is everything and getting the right name and or slogan is hard enough.

  40. Posted October 6, 2011 at 7:40 pm | Permalink

    Agree with your post. Most people don’t understand what goes into making a professional, appealing logo. It’s much more work then people think! We print works all the time, and some of the best logos are ones I’ve seen much time put into.

  41. Posted March 10, 2012 at 12:52 am | Permalink

    What I find really intriguing about the brand for $50 is the shear lack of value and foresight associated with the transaction,

    I know that times are hard.
    I am led to believe that (generally) Brand Managers do not stay in the role in excess of 2.14 years & If I hear of another paid for pitch “I will run to the roof with a rifle” =)
    But in truth if a client expects a true return for their investment, as soon as the logo is converted into a .png and dropped into an e-mail footer the ROI is realised.
    “Ten bob” logos are the new, transient fliers of so called brands with inherently flawed shelf lives and little sustainable commerciality,

    If you cannot respect your own brand How can you ever begin to understand, let alone respect for your customers?

    Rant over.

  42. Posted October 21, 2012 at 2:48 pm | Permalink

    Great points. It amazes me how some people are prepared to spend so little on logo design. You make a good point about how logo design is the very first impression anyone will have of your company. Getting it designed professionally and correctly is very important. It should definitely cost more than your lunch.