Concept vs. Creation: why logos cost an arm and a leg

“I could have designed that.”

Sound familiar? I still find myself guilty of this phrase, even as a designer. When I see a sleek, simple logo design, it’s hard to appreciate the extensive process that occurred before the finished product.

Sure I could have traced the graphic, found the correct font and duplicated the colors, but that’s the common misconception: it’s not about the actual construction of the logo, it’s about the hours of brainstorming and concept behind the visual. The reason designers pour this much thought and effort into a simple logo is because a company’s entire identity depends on it.

This video I found from Bit Rebels reveals some steps that a client never sees in their logo creation.

Even if some people believe they can recreate a design, it would require a large sum of money for the correct software (most commonly Adobe Illustrator) and hours of tutorials figuring out how to even use the application. Unless their plan is to develop more logos in the future, the wise investment is to depend on a design firm’s expertise.

Although it falls into a different category of design, the same principle is true for web design. Many people outside of the web industry can and have created their own websites without professional help, but in most cases, the difference between theirs and a professional’s is clearly detectable. At a design firm, the hours of designing often go unrecognized, and even more-so the hours and knowledge behind the coding process aren’t fully acknowledged. It really boils down to preference and how professional a business wants their site to look and function.

We know the prices of logo and web design can send some people into shock, but there is a reason we have experts in every field, right? Here is another process from Helvetica Brands to briefly capture the design process.

Everyday, I’m reminding myself that certain designs are not as simple as they appear. Starting with a blank canvas is more intimidating than some think.

Some view logo design the way I view TV commercials. I see commercials every day, and some of them appear straightforward: I could have easily found a video camera and shot the same thing. Although, without the suitable equipment and expertise, I think it’s fair to say the quality and concept behind it would fail miserably.

So even though the prices are hard to swallow, rest assured you will receive a design that meets your needs, along with the need to compete with the latest trends.