Logos, when done right, create a feeling and become a picture that is instantly recognizable. Brand logos like the Nike swish or the Amazon arrow are great examples of logos that most people know the moment they see them and that create an instant connection. Of course, this is the goal of any good logo design. However, there seems to be a misconception that in order to create a brand logo that really stands out, you have to be willing to invest a great deal of money for logo design.
It's simply not true. Whether you are creating a logo for your small business, freelance company or even just your personal brand, you don't have to spend a lot to create a brand that has power. In fact, many of the logos that we see every day were created either at a very low cost or, in some cases, completely free.
Take a look at this infographic from Trendland showing the prices that some well-known companies have paid for their logos:
As you can see, the now famous Google logo was created by one of the company's founders, Sergey Brin, using an open source design program called Gimp. Nike got their famous swoosh by paying an art student $35, and Twitter got the little blue bird for $15 at a stockphoto website.
Still, not every company has been able to get away with spending so little on its logo. Pepsi spent $1 million on their logo redesign back in 2008, and BP spent $221 million on their redesign as well. I'm not sure if there is any relationship between the cost and the success of the logo. One thing I did notice is that the majority of low-cost logo designs were for companies that were just starting out and trying to come up with an initial logo for their companies. It seems to me that when a company is trying to revamp its current logo, they end up spending big money.
If you are trying to create a logo for your business or even come up with one for your own personal brand, don't let your fear of doing it wrong or having to spend a ton of cash prevent you from creating something the will make you stand out. Think about what makes you different and look for low cost images or even sketch out your own design. Trust your instincts and have fun.
Do you think that companies pay too much for their logo design? Please share your thoughts in the comments.
Additional sources: Fast Company and Business Insider; Photo source: TrendLand
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