Logo Design Package

To simplify the answer to “How much does a logo cost?” I’ve created a basic package price…


Workflow – My logo package typically follows this pattern, with greater and lesser amounts of time accorded to each stage, although in the whole, the process remains fairly consistent. I allow up to 24 of my hours over 30 days to achieve the following stages:

  1. Research – clients fill out a basic questionaire about desires and intentions, and I begin researching their market for comparables, competition, inspiration, and ideas. This usually requires 2-4 hours to clarify
  2. Review – discussion and exploration of visual ideas and sketches presented in the research phase. This can iterate a few times and tends to take 2-4 hours.
  3. Development – this stage of strategic discussion and decision-making addresses cultural memes, font and color strategies, the vernacular of your chosen market or niche, and proposes specific directions to pursue. This often takes 1-4 hours.
  4. Design – based on research and development, I will create half a dozen or more designs for review. These will be mostly viable, and assume revision and iterative  refinement once one or two are chosen as primary directions for development.
  5. Iterative revision – This is the balance of the time spent to refine the final design choices. I allow up to 10 hours for this process.
  6. Finalization – establishes the ‘final’ logo version, so that I may begin creating the usage guidelines and client deliverables.


A Design Progression

Types of Logos

  1. Wordmark (or Logotype) – These consist primarily of the company name in a stylized typeface. Examples include Google and Coca-Cola. This type is great for companies with a unique name that can carry the brand’s identity.
  2. Lettermark (or Monogram) – Similar to wordmarks, but these logos rely on initials or abbreviations (e.g., IBM, CNN). They’re effective when streamlining long or cumbersome names. Monograms have the letters intertwined such as the NY Yankees or Channel logos.
  3. Brandmark (or Pictorial Mark) – These are icon-based or graphic symbols that represent the brand visually without text, such as Apple’s apple or Twitter’s bird. These logos work well for globally recognized brands or where a visual is strongly associated with a company.
  4. Abstract Logo Marks – Rather than a recognizable image, these logos are abstract geometric forms that represent the business (e.g., Adidas’s three stripes, Nike’s swoosh). They’re suitable for companies wanting a unique symbol not tied to a specific image.
  5. Letters inside geometry – often simple shapes or frames – usually a box, circle or oval. Think Levis, Lego, Ford. These often a carry over from hand-lettered signage
  6. Emblems and Badges
  7. Combination Mark – Most common in the service industry. These logos combine a wordmark and a symbol or icon, clearly linking the two elements together. Examples include Burger King and Lacoste. This type is versatile, as the elements can be used together or separately.
  8. Mascot Logo – These logos feature an illustrated character often acting as a spokesperson or representative of the company. Examples range from KFC’s Colonel to Sports mascots to Playboy’s bunny and are particularly effective in markets that appeal to families or primative impulses.

Pricing and Payment Terms – I use quickbooks online for easy online payment. I require a 50% deposit to begin, and a 50% payment for the release (and transfer of ownership) on the final deliverables. If the project has expanded beyond the allotted 24 hours, additional hours will be billed at a rate of $50/hr and added to the final invoice.

Indemnity Clause – The Client agrees to indemnify, defend, and hold harmless the Designer from and against all claims, liabilities, damages, and expenses arising out of or related to any materials provided by the Client for incorporation into the logo that are not the original creation of the Client.

Limitation of Liability – Client agrees to cap the amount the designer can be held liable for in relation to the cost of the project, protecting against excessive claims. I create my designs in good faith but I am not a trademark attorney, and I do not know if we’re going to inspire legal action from a competitor, etc., and so will not be held liable for any amount beyond the cost of my services.

Termination – As a designer, I reserve the right to refuse contracts on projects that don’t reflect my moral and political values, or that become abusive and obnoxious. Sometimes external circumstances intervene causing the creative process or the relationship, or even the need for the logo to evaporate. Whatever the reason, both Client and Designer agree to express in writing that the contract and project is terminated. No stated fault is required nor need be argued, and either party may decide not to continue for their own reasons. At the end of the day, we both want good outcomes and will strive towards that goal within reason, but sometimes differences and disagreements become insurmountable.

Logo Design Package

Rate: $1,000.

For branding redesign and logo work, I can proceed either hourly (for specific tasks) or as a package (for a contained budget on what can otherwise be a sprawling morass of inquiry and iteration.

Package includes:
  1. Contract – available upon request. Payment of invoice for deposit constitutes agreement.
  2. Estimated timeline – Usually 2-4 weeks
  3. 20-24 hour process of research, sketches, illustration work, comps, variations and iterations to arrive at a final choice
  4. Array of color variations (color, black, and white)
  5. Two compositions: often a horizontal (web header) and vertical/square (profile photo or button)
  6. Variety of file types (.jpg for common in-house, .png for web, and .eps for print, .pdf for records, and others on request
  7. Brand guidelines document to identify specific fonts and colors used, and usage expectations to guide volunteers, vendors, etc.

Cancellation Policy – If the client cancels the project before completion, the deposit is non-refundable. If the client wanders away from the project and it stalls out, preventing the project completion from occuring within the allotted 30 day period, the designer reserves the right to bill for the work completed-to-date at the end of the month. This effectively breaks the package contract. The designer and client may then elect to move to an ‘hourly’ relationship in order to move at the client’s speed.

Revision Policy – I do not explicitly limit the number of revisions, but instead state expected hours for each stage to prevent scope creep. Sometimes indecision can cause a stage to cycle excessively, and this shows up in the final invoice as hours (beyond the 24 agreed in the package) added to the final bill.

Intellectual Property –  The intellectual property rights of all rough draft work remains with the designer. Only the rights to the final draft of the final logo transfer to the client when full payment is received.

Ownership and Rights Transfer –  Ownership of the logo will transfer from the designer to the client, ensuring the client legally owns all aspects of the final design upon final payment of all outstanding money owed.

Confidentiality – By default, I assume the design process includes sensitive information and do not share such information with others. The client may specifically allow me to showcase the design process as an educational tool for my portfolio or promotion – but the decision defaults to the Client.

Package does not include – Third party fees and licenses for fonts, art, illustration or stock elements will be added to the final invoice at cost and are not included in the package price.