THE VALUE OF A LOGO.

How much should a logo cost?
Well, isn’t that another $64,000 question – what is a logo worth? Is it worth
hundreds, or thousands of dollars? Can we even put a dollar value on
something that will represent your company for (hopefully) its lifetime?
That all depends on whether you approach the branding of your company
as an expense, or an investment in the future of your company. If you view
your logo as a simple expense – in the same category as say, FAX paper, you
probably won’t view it as being worth very much. Using the time-tested
philosophy of ‘you get what you pay for’, and if your logo is simply a pretty
picture that you want to slap on a few printed papers and the right-hand
corner of your 3 page website, then you might be well enough served by
shopping for your new logo design based on sticker price. Get it cheap. Get
‘er done.
If, on the other hand, you view your logo as an investment in the overall
picture of your company, a flag around which you, staff and customers can
rally, then your logo is going to be worth a lot more. And worthy of the
extra time, and expense, involved in doing it up right. That’s not to say you
have to break the bank to get a great logo – you don’t – and it’s up to you
to decide how much you pay for your visual identity.
The value of a good logo.
What is a logo’s value? The answer varies from case-study to case-study so I
can’t speak for every business owner. I can, however, speak about someone
close to me and her company. Pretty well everyone on-staff views their logo
as a bad logo. It’s been around for years (it was designed by one of the
founders’ children as part of a series of ‘expense saving’ in-house logo
design contests) and no-one has the courage to even suggest changing it.
In the development of marketing and advertising materials, rather than the
usual ‘make the logo bigger’mantra, the directions usually involve making
the logo smaller (while certainly refreshing, this was due to lack of
confidence in the logo as opposed to anything clever). The logo has been
hidden. Ghosted. Screened to almost invisible levels in the background.
Sometimes, the logo wasn’t used at all (this became so prevalent that a
recent management directive makes it an official company policy to use the
logo in its un-tampered version). Sum result – the company has no

Thank You...........
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