What to know and expect when investing in a new logo

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Hello, and welcome to the island. Being that you're here, we’ll assume that you’re a savvy, ambitious, and motivated business owner who happened upon this article doing some due diligence. I mean, it's probably the best thing to do before you go and invest more money in your business and a new identity for it, right?

The expectations

So, when you're investing in a brand identity or logo, what do you need to know, and what can you expect? What is the process, and how much is an identity or logo really worth? In this article, we'll give you a baseline of what to expect when investing in a new identity or logo.

So, you’re ready to invest in an identity or logo. Congratulations! It’s an important decision that will provide brand value and represent your business in the eyes of the masses for years to come. But, what should you expect when working with a brand identity or logo designer? Kicking things off, you have to understand that every designer is different and may or may not be a good fit for you. With that in mind, when working with a professional designer, there are some key things to be aware of:

The first thing is to not think about your budget, despite your instinct to do so. You want to put some time into thinking about why you need a new identity or logo and do you really need it? What business function will it serve? What business problem will a new identity or logo solve? How does it add value to or impact your business in a meaningful way?

Secondly, you’ll want to relinquish any preconceptions that you may have about brand identity and logo design. You want to go into this process a blank canvas with an open mindset. Also, try to keep in mind that any brand identity or logo is more than just a pretty image — it's an important part of your branding and marketing strategy. A good designer will take the time to learn about your business and what you want to communicate to your audience.

Next, be prepared to provide some information about your business. The designer should ask and want to know details like: what exactly it is you and your business do, who is your target audience, why do you feel that you need a new identity or logo, what you hope to achieve with this new logo, and how will you measure the success of your new logo? — to name a few.

Lastly, understand that your investment is not for the time spent to create and bring your identity to life, but rather the value it has and will have on your business. A well-executed design has the power to propel a business into 2x, 5x, even 10x growth. Ask yourself how valuable this investment is to the business without any personal bias at play — clarity is key.

In conclusion

The value of a good identity or logo design is priceless, which is why you should make sure that you understand what you're paying for and why you're investing in it.

Money wise, your investment can honestly range anywhere from $5,000 for a single logo to $100,000 and up for a new brand identity system. This truly depends on the designer or agency — factors like demand, experience, industry specialization, and the particulars around your business can play a major role in the amount you may need to invest to achieve the results you're wanting.

We recommend that you keep being a savvy, ambitious, and motivated business owner and take some time to find the right fit for you. You can search sites like Behance, Dribbble, Instagram, and Google for “Brand Identity Designers”, or “Logo Designers” and prepend or append your industry if you need a specialist. However, keep in mind specialists usually come with a higher investment for the quality they offer.

Oh, and if you decide to stroll on over to a marketplace like Fiverr to save a few dollars, just keep in mind that you'll usually get what you pay for.

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