What do you buy when you pay for a logo?
When you pay for a logo your designer has the obligation of thinking and applying their knowledge on their work.
What are you buying when you pay for a logo? You buy more than the simple ability of pretty drawing on the computer. A lot of people have that skill; a good logo has much more knowledge behind.
When asked to create a logo for whatever reason (even just an event or for one occasion) the logo must be aesthetic but should also be functional, a logo should express the values, have a function and composition, and should contain a visual message to the target audience.
A great way of knowing if you got the right designer is to ask them what will they provide you with when the design is delivered. A good designer has to think about these technical aspects when working on your logo and actually do that work; it does not create extra cost for you because it is part of the process of doing a good job when designing a logo.
The next time you ask for an estimate for a logo keep this in mind: ask for files’ specifications of your logo and the tests of one color and black/white version. This will prevent charges in the future when you work with another designer. Also, ask for the different elements specified in this infographic: scalable factor, font specifications, color specifications and the written explanation of the different elements.
Remember that this logo will likely be the foundation of the next work. Read our post on The importance of a good logo design and make sure this work is done properly and that it has good quality.
Speaking about costs, a good logo may be a higher inversion at the beginning but there are lots of benefits on work, time and impact, of doing the things properly the first time. Otherwise, you will end up paying more when you discover the negative impact or bad interpretation of a poorly done logo and you will need to correct it and recover from that mistake.
Your logo represents you and your organization. Give yourself the importance that you deserve.