Every once in a while, I receive a request from a potential client wanting a quote for a “simple logo.” Many times, they will choose not hire me and that is OK, I agree with them that I am probably not what they are looking for.

I get it - designing looks easy enough, I get paid to make pretty things and that is an amazing job. You may browse some options on Pinterest and hey, can a designer just replicate this? But no I’m sorry, I will not replicate another logo. I am a creator, not a replicator. And because of this, my branding prices are set where they are at.

These “simple logo” requests that pop up every now and then got me thinking that maybe people generally don’t understand what goes into creating a branding and why it’s important. My clients take their business seriously and they are trusting me with something that is essential to their livelihood. It’s an honor to create an identity to the business you have worked so hard to launch. Many times, when I reveal designs for a branding, it’s the first time the business owner is seeing their dream become a reality. And wow, I’m so lucky to play that role.

So what goes into creating a logo?

Research and Creative Brief

When a business owner hires me to create a branding for their business… I want to be sure that their branding is unique and set apart. First, I get to know my client and their business and I research the heck out of it. I look into what their competitors do, what their personality is like and also take their audience into consideration. I learn what colors they are drawn to, font choices, brands they love, etc.

Another example from Appleberry’s Attic - this business is growing! And as it grows and evolves, the branding has as well. Working with one designer throughout the journey has helped create a branding that all falls under the recognizable Appleberry’s Attic brand.

Style Boards

I design about five style boards that have different styles of logos, color palettes, textures, fonts, etc. Designing five choices is not a quick and swift “whip up a quick simple logo” type of process. They usually start out with pages full of sketches and an artboard packed with font choices and color palettes.

When I present the style boards, typically the client will have a favorite out of the mix but they want to see a slightly different variation. For example… what if we use this logo from the first style board but use the color scheme from the third? Together, we narrow down a direction and it’s pretty smooth sailing from there.

Finalize the Logo

A couple rounds of edits later and we are ready to finalize that logo.

When my client is set up to brand their business successfully, this is a huge WIN for me. I want them to be fully prepared with the a toolkit of graphics they might need.

Here is what the client will receive if they choose to commit to my basic branding package:

Three Logos - One main logo and two submark logos. Because sometimes a client will need a horizontal logo, other times it needs to be printed small and still needs to be readable and let’s not forget a badge logo that will fit perfectly in your social media platforms.
- Logo
  - Color Logo: eps, pdf, jpg, png (high resolution)
  - Black Logo: eps, pdf, jpg, png (high resolution)
  - White Transparent Logo: eps, pdf, png (high resolution)
- Submark Logo 1
  - Color Submark Logo 1: eps, pdf, jpg, png (high resolution)
  - Black Submark Logo 1: eps, pdf, jpg, png (high resolution)
  - White Transparent Submark Logo Logo 1: eps, pdf, png (high resolution)
- Submark Logo 2
  - Color Submark Logo 2: eps, pdf, jpg, png (high resolution)
  - Black Submark Logo 2: eps, pdf, jpg, png (high resolution)
  - White Transparent Submark Logo Logo 2: eps, pdf, png (high resolution)
Color Palette (RGB, CMYK, Pantone, Hex, etc.)
Fonts
Branding Board

The client has all the rights to these files and the files are ready to go for all of their marketing purposes. Whether the client is ordering shirts, swag, needs signage for their brick and mortar… they are prepared with these files. Also, I understand there are times when an unexpected need for a variation of the logo comes up in the future and I will provide it for no additional cost because that is included in the branding package… I’m here for the long haul.

The “simple logo” request has come up so many times throughout my career and I know it will continue to pop up. And truthfully, I probably do the same to other people in their line of work without knowing the ins and outs of their business. Hopefully this summary of the logo design process will help you make your decision on what your business needs.

Footnote

Maybe all you need is a simple logo.

The designer that is up for the quick and dirty “$200 simple logo” may or may not provide a vector file, that logo may or may not be ready for screen print, web, or other common marketing materials. But maybe this is 100% what your business needs and it is more cost effective for you to go that route and that is OK!

However, if your business has the potential of growing beyond needing a logo in your social media profile picture, it may be worth the investment to get the logo and branding right the first time.