Personally, I think you may be asking the wrong question. over the years I’ve had quite a number of people come to me and tell me they want a logo, when in fact what they need is a coherent, consistent visual identity and language for their business which elicits the required emotional response from their target audience – both existing and potential. AKA a brand.
The problem is, as soon as you use the ‘B’ word, smaller companies get scared and see six figure invoices coming their way. A good brand should be tailored to suit the needs of a client and their market place – and their budget. Unless, of course, that budget is £30. At that point they need to go back to their nephew who is good at art and entrust their critical business communication to them.
For me, commissioning a logo as a stand-alone element is like going out and buying a tin of shoe polish hoping it will make people think you have a pair of handmade, leather-soled shoes You need to get the foundation in place from the outset, or you‘ll always get blisters as soon as you walk any distance.
It doesn’t need to cost the earth. If your needs are modest, the cost to create it shouldn’t be astronomical. However, you do need to invest in your business communication In a scalable, sensible way. What’s the point in having the finest sashimi restaurant in the world if people think you sell fish and chips from a van.
Dear god, I’ve done it again! This was only going to be a quick response, as I have silly deadline to hit today.
Anyway, I hope this helps.
Right, I’m off…