OK, you’ve done all the ground work in determining the elements that need to be considered for this critical component of your branding. Now it’s time to take the next step – getting your logo designed so that it pleases you while projecting the positive image you desire for your business.

Don’t just let the kids or a friend do it for you because they’re “whizzes on the computer” and it’ll save you money. If you know someone’s who’s an experienced designer, that’s fine, otherwise you have to consider some other options.

Whatever route you follow with your logo design, it’s critical that you, the business owner, be involved – know what you want and give the designer as much guidance as you can, brief them on the nature of your business and the market it operates in. “I’ll leave it up to you” is the worst mistake you can make.

There are plenty who advertise graphic design services because they own some graphic software like Photoshop, CorelDraw or Illustrator and have access to plenty of clipart. A qualified and experienced designer might make use of such software – but owning and working with them does not necessarily turn one into a designer. You have every right to enquire about their background and experience – insist on them showing you their portfolio. Ask whether they use clipart – these cannot be copyrighted and might appear as part of someone else’s logo in your market area.

For many smaller businesses, designing a logo often starts at a signwriter or printer. This is particularly the case when not enough thought has been given to what image they want their businesses to project. As with an individual advertising a graphic design service, so should signage and print companies be vetted to ensure that they have qualified designers in their employ.

What will logo design cost?
What you must spend on having your logo designed will obviously vary greatly – there is no hard and fast rule. A one-man business just starting out with a limited budget might not spend half as much as a larger outfit with shareholders.
The internet abounds with logo designs from as low as $49, but be careful when choosing such a cheap service as they may well be using clipart in their designs. Getting a logo designed by an internet service can be a great way for a start-up company, but rather pay more with one of the reputable concerns who employ their own designers instead of relying on freelancers – they have more control over the designs that way.

Design costs vary from one designer to the next, depending on whether it’s just a logo or additional preparation of corporate stationery such as letterheads and business cards. On the whole, don’t expect to pay less than around R150. “High-end” designers will cost a business anything from $300 to $1500.

Whoever you deal with, here are some points to consider before giving them the go-ahead – and preferably get them in writing:

• Will they do more than one design? More is not always best, though.

• If only one design proposal, what is the cost of additional presentations?

• Will you be charged for modifications?

• Will there be additional costs for extra colours? There should be no reason for this.

• Will you have all the rights to the design? Ensure that you do!

• Will they give you copies of the artwork for you to store?
• Will they provide you the Pantone colour chart information you will need for printing purposes?

The bottom line is: First give your logo the thought it deserves, get it designed by a specialist, and then go to the printer or signage company.

For practical marketing advice and tips, visit Merely Marketing.