Fee Quoting & Process for Design

Former students of my Ai Advanced Design course (some 300 of you nearly died in that class) will find the process summary below familiar. I use this in new client situations when asked for a quote. Ahh, quoting....

People seeking design work very often have no idea how much involved in getting GOOD, solid, and original results. I have experienced several new clients who were referred to me after being sorely disappointed by "factory" and cookie cutter logo design companies. Clients find these logo design companies online offering insanely cheap fees. It is inevitable that you get what you pay for. That's all there is to it.

A REAL, qualified, and talented designer should never attempt to quote like logo factories do. If you have a potential client that wants something for nothing, send them to one of those (many are off-shore, which just concerns me to no end). As creatives, we have the burden of educating our patrons on the value of our work. What we do is NOT a hobby. As hard as times are right now for everyone, doing visualization of a brand for someone for chump change is just no good for anyone in the long run, dangit. Only if you are in a position where you can actually afford to do favors for people who want to start a business on promises should you stoop to logo factory fee quoting. The cookie cutter $50 logo businesses out there don't seem to cover any key information such as how their 'product' will never make it through a trademark submission.

The process outline below is reflective of projects of high-visibility in nature and are a bit more ‘involved’. This usually means that there are multiple contributors on the client side. In other words, there are likely way too many people in various positions w/the company who want to have a say-so and input on the design. This is great, but will result in a lot more work and time on your part.

The entire process usually takes 1-2 weeks to complete. The length of time can be shorter or longer based on a number of variables that can be evaluated at project start and addressed clearly with the client as early as possible.

1. Brainstorming & Business Matters

I gather from you your thoughts and visuals, descriptive words for the brand, info on the target audience and future target goals, competitors, etc. Quote and contract agreement are provided.

2. Design Drafts

After receipt of deposit and contract agreement, I provide 3-5 different visual approaches. Client chooses from those which have potential for moving forward.

3. Variations & Development

I provide variations of those 2-3 drafts based on client feedback and input.
Client feedback is essential at this phase. You may like some visual quality of one design but the orientation or type treatment of another. Combinations of different variations are common in this process.

4. Review and Narrowing the Choice

It is important to focus in on one visual solution from all the variations so the project can actually be completed and stay within the original flat rate quote. Additional phases of variations can certainly be requested beyond this point upon contract revision agreement.

5. Final Refinements

I create 2-3 subtle variations based on client's input of the final design. Upon receipt of final payment, digital files of the final project are released to client.

Now, with those high-visibility clients, you may find yourself doing a lot of extra tedious work preparing the release of final files. When I designed for the broadcasting company and it's stations, they required the logo marks in about a million different file formats and prepress set-ups. I would recommend an additional flat fee in an estimate/quote for this potential 6th phase of the process. Since this work is essential but not requiring original creativity from your brain, a lower 'production' fee is perfectly acceptable.

So you're wondering just exactly how much I quote for brand/logo work? Well, that's something we can discuss privately. :)