Graphic Design Rates

Gray Graphics Graphic Design Rates

How Much Is A Great Business Logo Really Worthc

A great logo can help a business project a positive image whilea bad logo can bring a negative impression about a company. Formany companies, a logo is the only identifiable mark a potentialcustomer may ever see, so it needs to be memorable, descriptiveand easily recognizable. If a logo is the company spokesman, howmuch is it really worthc

Cheap logo designs are all over the Internet – logo designsunder 0! logo designs, logo designs, logo designsand even lower! You will easily find a wide range of prices forlogo design on the Internet. Be careful of cheap logo designoffers, some designers may be using clip art. A logo design thatincludes a royalty free piece of clip art cannot be copyrighted.That same piece of clip art could be used on dozens of otherlogo designs. A designers portfolio should be displayed andthere should be a wide variety of logo samples. At each, doall of the logos look the samec Do the majority of them haveblock lettering and a swooshc

Some logo designers charge one flat fee for a logo with noquestions asked. Can you imagine Coca-Cola purchasing a logodesign for c What a deal! Or how about Bob’s bait shop paying0 for a logo. There goes the budget! All companies are notequal in size, budget and usage. All designs are not equal. Doesa swoosh take the same amount of time and effort as creating adetailed motorcyclec

The confusion doesn’t stop there. Some logo designers chargeadditional costs for extra colors, extra modifications and extrapreliminary designs. You have to get your calculator out just tofigure the final cost of your logo. Do you really know what youare paying forc

How much is a logo design really worthc Ask Coca-Cola, Polo,Nike, The Hard Rock Cafe, Hallmark or any other company thatrelies on their logo as their number one spokesman. Not everycompany is as large as these but every company should have alogo that is easy to identify and stands for the integrity ofthat business.

A logo design is more valuable to a company than a single spotillustration. An illustration is normally used once or used fora limited campaign, whereas a logo is used for years and isplaced on business cards, letterheads, envelopes, web sites,vehicles, buildings and products. Do you see the difference invalue to a companyc A logo has more value than just the hoursspent on creating it. It becomes the companies identity.

With that said, shouldn’t a logo be worth more than just thetime involved in creating itc Professional graphic design ratesaverage anywhere from to per hour. If you see a logodesign priced at 5 and that designer charges per hour fordesign work, do you assume that they spent 2.5 hours on yourlogoc That price would include the time spent to contact you,the research done on your company and competition, thepreliminary ideas, the changes, the finalizing of the logo, thefile prep for each different format, sending the logo, billingand allowing you to have all rights to the design. So how muchtime was actually spent creating your logoc

My conclusion is that a logo is much more valuable to a companythan a standard illustration so the price should reflect theadded value. Many professional graphic designers would be hardpressed to create a top notch illustration for under 0 letalone a creative, well designed logo. So beware of logos pricedunder 0, you may get what you pay for.

There’s even more confusion about logo pricing. Some designersbase their logo rates on several of these factors:

Logo Modifications – You could get charged for each time youwant a change or modification to your logo. If a logo designerasks the right questions, does the research and stays in closecommunication with the client there should be no need for majorchanges during the creation of a logo design. Be a goodcommunicator and explain to the logo designer exactly what youwant your logo to be saying about your business. As a designer,you should get signed approval for each modification showingthat the client was in agreement at the time.

Extra Colors – Printers charge more for extra colors. If a logodesigner charges more for a two color logo than they do for athree color logo, get a detailed explanation as to why. It onlytakes the click of a mouse to add an extra color. In today’sworld there is very little need for color separations so thereshould be no need for a designer to charge by the color.

Preliminary Designs – A few choices is good, to many choices isoverkill. A logo designer should be able to decide for you thecorrect amount of preliminary designs it will require to createyour perfect logo. Be leary of eight, ten and more initialdesigns. How much time could actually be spent on each designcIf you don’t like your first two or three designs you can easilyrequest two or three more.

If you are on a committe or a board, I assure you that you donot want to present ten logos to ten different people. You maynever get down to a winning design.

On the other hand, if you need an additional presentation oflogos due to a complete change in direction on the companiespart, there should be an extra fee. An example would be askingfor a yellow duck logo design and changing your mind to a reddog design once the logos are presented to you.

Adding an identity program to your logo is a legitimate cost.Designing the business card, letterhead and envelope layouts arenormally a higher priced package. You should receive cameraready files for each design.

There is a standard reference for pricing graphic design andcorporate identity projects. It is Pricing and EthicalGuidelines, published by the Graphic Artists Guild. Any logodesigner can purchase the book. A professional graphic designerwould have a tough time supporting a family and a studiodesigning all of their logos below 0.

I’m not writing this to give exact prices for a logo designbecause each logo designers circumstances are different. Amateurlogo designers charge much less to get their feet wet, butslowly increase their rates as they gain experience andcreativity.

The standard logo design rates are based on two majorcomponents, company size and application or distribution size.The majority of logo designs created over the Internet arecreated for small companies and individuals with limitedapplication and distribution uses. Fortune 500 companiesnormally pay much higher logo design rates and use advertisingagencies.

My conclusion is that the value of a logo should be based on afew important criteria: 1. Experience of the logo designer 2.Size & budget of the company using the logo 3. Scope and usageof the logo 4. Difficulty of the design

An individual or small company with small to average uses shouldbe prepared to pay anywhere from 0 to 00 for a topquality, professional logo design.

What’s included with your logoc The worst part of paying for acheap logo is finding out that you were not sent the correctfile formats for printing and web. You will then have to payanother graphic designer or printer to create the correct files.Be aware of what file types you will be needing and ask yourlogo designer what file types are included in their price.

The most common file types needed are AI (Illustrator) and EPSfor most professional print jobs. These are vector format files.These files should be in a CMYK color format. Vector art allowsyou to reduce or enlarge a design to ANY size without losingdetail or clarity.

For home use and some print jobs you will need TIFF and BMPfiles. These are pixel files and should have a DPI (dots perinch) of at least 300 dpi. 600-1200 dpi is best for professionalprinting. These type of files lose their detail when enlargedbut can be reduced.

The last file types you will need would be JPEG and GIF. Theseare pixel files and are used for web design. They should be in aRGB color format. Be aware that not all colors translate well onthe Internet, especially GIF files. Ask if the logo designerused web safe colors. You should receive crisp 72 dpi files forthe Internet. A GIF file should be transparent if you do notwant a white box around it when displayed on your page.

Be sure and ask your logo designer about your logo colors. Askthem for the Pantone PMS color numbers for each color. You willneed this information each time your logo is printed. Thisinsures that you get the exact same colors with every printerthat you use.

Will you get your files over the Internet or will you receive aCDc Try to get a CD, it is much easier to take that to yourlocal printer. Ask your designer how long they keep your logo onfile in case you lose your versions later down the road.

You should also receive all rights (copyrights) to your logo.Since a logo is a companies identity you will need to own allrights to get a trademark. Ask for this in writing if you haveany doubts.

Ask for the background on the logo designer you choose, youshould at the very least know their name. Do they have a degreecHow long have they designed logosc Is this their profession or ahobbyc Where is there portfolioc Can you contact their otherclientsc Can you speak to them directlyc With the amount ofsoftware available today and the invention of the Internet, anysixteen year old kid can start his own logo design company.

In closing let me say that the information above is a personalopinion and is taken from years of searching logo design websites and reading books on graphic design. The prices andinformation I have explained here only pertain to the work ofgraphic designers, not advertising agencies. An advertisingagency handles logo design on a larger scale and incorporates anentire corporate identity service. Their logo design rates aremany times higher than a graphic designers

About the author:


10 thoughts on “Graphic Design Rates”

  1. Graphic Design /Art Direction Freelance rates? How are you coming up with your estimates?
    I’ve been a professional print designer for 10+ years. Retouching, Packaging etc.. mostly for larger companies.

    I rarely do freelance and when I have I’ve low-balled myself.

    What are you charging and how are you figuring out how long something might take.

    For instance, I want to charge $75 (design) $45 (production).

    However I’m quick and don’t want to charge less than I deserve. How are you out there coming up with your estimates?

  2. Graphic Design Rates, family & friends?
    I am in my second and final year of graphic design and have been asked to re-design a A4 brochure for a family member. I feel I should at least charge a 50% fee as this is my lively-hood. This includes friends, I don’t think it is professional to hand out learned skills and it also come under the view of being taken advantage of which I feel is just outta the question.

    That being said, what would the rate for such a job be, a full colour double sided A4 brochure?
    Do you think it is wise to charge family and friends half price?

  3. The Graphic Artist Guild publishes an annual book, showing typical and pretty standard rates for various kinds of jobs. For some, standard flat rates apply. For others, an hourly rate is shown (and the approximate time it should take).

    Undercutting local prices is, clearly, NOT the way to go. If you have the “chops” then you should get paid what they are worth. If you can’t find clients that are willing to pay you what they are worth, then the problem is in your marketing skills. Low balling can only result in a “race to the bottom” with all the newbies, hobbiests and design students trying to “make a name” for themselves. In the end, it is quality that makes an artist an enduring fixture in the local market, not low prices.

    The other half of the equation is to work under contract, and NOT “on spec.” On spec is working on a project and you don’t get paid unless the client likes the work. A contract obligates the client to pay as long as you do the work you promise. That’s why my contracts specify approval sign-off steps and a limited number of revisions (usualy one) at each step. Anytime the client “changes his mind” the CONTRACT is the first thing revised, to reflect the extra time spent on a project. Virtually ALL of my projects are charged by the hour, with my honest estimate going into each contract. I tend to double the estimated time it should take, so, the end result is that my projects come well under the estimate and the client is pleased. And I almost NEVER get caught, finishing the project at a loss, or late.

    Keep in mind, that even pros make mistakes and the client shouldn’t pay for those mistakes. I remeber a project where I designed a company logo. The client LOVED what I had done and immediately wanted it designed onto a business card, stationery and printed on tee shirts. I laid out the files and sent them to a commercial printer for placement on the cards and letterhead. The tee shirts were a different matter. I usually give my clients the name and number of a couple of local shirt printing services, but, in this case, the client wanted me to broker the shirt printing job. The contract I drew up accounted for about an hour of travel time, each way to the printer’s and the cost of a half a tank of gas. I gave the printer the logo on an Illustrator file on disc.

    The shirts came back with a horrible misprint. A circle, which represtented the hub of a truck’s wheel was offset, almost to the edged of the “tire.” I tried to blame the printer, but, when I had a look at the file on my computer, from which the disc was burned, I saw the offset. Somewhere along the line, after I’d sent files to the other printer, I did a quick “pre flight” check on the file before the tee shirt job. I must have “jiggled” something and moved the damn circle.

    I had to “eat” the cost of those misprinted shirts. I made enough “profit” on the logo creation and the paper print jobs so that I didn’t LOSE any money, but, for the two week’s work, I didn’t make a dime.

  4. How do you negotiate graphic design rates when potential employers want you to do a sample first?
    I found a posting through about a photo retouching job for a photo studio. So far we have communicated through email. He asked me to revise one of my samples which I did. Then he sent me a link to make a photo look as good as work he has already done.

    Where does the talk about payrates and such come into play? I need some advice from experienced designers/photographers. Thanks

  5. Rates should be discussed upfront and agreed upon before you do any work. If he wants to see if you are capable of the task and you are concerned about him using your finish work without payment then pdf the work and watermark it and password protect against changes. That way he can easily see the completed work but cannot use it until payment made.
    Good Luck

  6. When it comes down to family do your best to charge nothing. Get it down as cheap as possible. If 50% off is the highest discount you can go then thats ok. If you can go higher then go higher. If business is bad and you really need some money to stay on the top then go down to %40 percent off. Its still ok to charge them regular price but remember there family. If it wasn’t for them where would you be? Get it as cheap as possible.

    Friends on the other hand I’d say max for a discount for them is 20% unless there a good friend and really need something done and can’t afford to pay a “pro” company.

    I might be interested in working with you as I suck at graphic design but can put together websites in a heart beat! Its hard to be a web designer when I cant create graphics. I mainly stick to servicing people with web hosting needs theses days but if interested or you have any other questions feel free to contact me via email!

  7. London Graphic Design Rates?
    I’d like to know how much I can charge for being freelance? I’ve read anything from £12 – £35ph
    But what with tax increases and higher rent recently this seems all out of date.

    I have almost 5 years as a graphic designer working in London. Any advice would be greatly appreciated.
    …Wow ok i’m not saying im Picasso, obviously it would depend on the quality of my portfolio if I was hired.

    I’m just asking what a designer (on average) with that level of experience should be charging. Specifically in London, taking into account the cost of living here.

    Or should I put an advert up on gumtree and undercut every other hard working designer out there?
    But thank you for your constructive response.

  8. Graphic design freelance rates when you are unsuccessful?
    Freelancers, what do you do when you design something for someone and they don’t like it? Do you charge for it or not?

  9. Anybody who hires a freelance designer has to pay him. Sign a contract if you have to. Time is money and any good designer will always come up with something. Its up to the person to specify what they need to give you an idea. You ahve to listen and pay attention to what their demands are. A good Designer will catch on and come up with a few ideas for them to choose in the end.

    If they don’t like it, you should be good enough to screen the person and not wait 2 or 3 days down the line. Usually, you know off the bat if the person is too fussy and you ask for a deposit. Then it is up to you to complete or leave the work if you find that he won’t end up paying.

  10. Average from unknown people/designers: $10/hr, $100 per design
    British Telecom Logo (2000?): £2,000,000…
    Salvador Dali Beer Matt design (1982): $400,000.

    Depends WHO you are.
    Many “graphic designers” I know have 20-30+ years experience, but they are still crap.
    I work with designers/painters who try to sell work for 10€, and can’t.
    And with others who want 5k, and people still comming for more, even offering more!
    I have seen a design from a 10 y/o that made may say “WOW!”.

    THAT’s where the value is…
    Not experience: you have to gift, or you don’t.
    You cannot learn to be a Salvador Dali or a Picasso

    WHEN will graphic designers understand that?

Comments are closed.