Nothing Up My Sleeve

Gary Dickson reflects on designing logos…

It’s true and in fact it is a beautiful thing:
a good logo can seem magical.

Maybe that is why there are websites out there that can tout logo design for as little as $25. I am convinced that the average pedestrian out there honestly believes a designer can sit down in front of a computer and pop out a good logo in 30 minutes or less. It’s magic! This is the same mentality that believe talent alone makes a designer — I am living proof that massive hours of right-brain exercise can help greatly to overcome a severe lack of talent.

Here is the plain truth about logo design: a good designer will spend tens of hours (or more) in developing a company logo. A respectable logo requires research, brainstorming and a great attention to craft. In my corner of the world design firms charge about $125 an hour for creative and freelancers charge around $75. If I could produce a good logo for $25 it really would be magic — magic that I’d still be in business after 4 years. The hourly rate for firms or freelancers may sound outrageously high to some people out there. But I assure you that this figure is arrived at by purely mathematical means.

It simply costs that much to run the business with good designers, competent support, decent facilities/equipment and come out of it with a fair profit.
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