Surveys
What should you charge for a logo design and Identity program?
Here is a little background on the project
to help you give context to the cost estimates submitted – MH
The Project Outline…
- A small to mid-sized company wants a new logo and IDENTITY PROGRAM from you and your company
- This is a one-time project/job (they will handle all their other marketing material)
- Their gross revenue is approximately $1 – $10mil in yearly revenue
- You will provide your client with a small (but complete) identity program consisting of logo design options (3 design options), stationery designs (2 design options), final artwork for all the files you create.
You will not provide them any print or print management fees for this project.
What you will give your Client…
You will provide…
- 1 hour meeting to consult, present, review and select logo (meetings on phone or in person)
- 2 – 3 concepts of logo applied to stationery package (letterhead {print and digital}, Business Cards, #10 Envelopes)
- Final artwork for logo (in jpeg, eps, tiff, gif formats)
- Final artwork for stationery items (ready for print)
- You will bill extra for any out-of pocket expenses
- You will not be providing print or production costs
in this quote
All fees in US dollars
Survey Base: 64 (100%)
1. Please indicate the type of business structure you have?
I’m a Student — 0.0%
(no current business experience)
I’m a Student — 0.0%
(+ Part-time Freelance Designer)
I work as a Designer — 0.0%
(not self employed)
Full-time employed Designer — 17.2%
(+ Part-time Freelance Designer)
Full-time Freelance Designer — 6.3%
(I work mainly for other design firms/agencies)
Solo Design Firm — 60.9%
(I work mostly for the end user, ie: direct to client)
2 Person Design Firm — 1.6%
(myself and one other)
3-5 Person Design Firm — 4.7%
6-10 Person Design Firm — 0.0%
Other — 3.1%
2. How many years experience do you have in Graphic Design?
(if ‘self-taught’ indicate the years you have actively practiced)
No design experience — 0.0%
I’m a student — 0.0%
(enrolled for graphic design)
Under 1 yr — 0.0%
1-2 yrs — 4.7%
3-5 yrs — 9.4%
6-10 yrs — 43.8%
11-15 yrs — 15.6%
15-20 yrs — 9.4%
20 Yrs+ — 17.2%
3. How many years experience do you have in YOUR OWN BUSINESS?
Not self employed — 4.7%
Full-time employed as a Designer — 3.1%
(not self employed)
Full-time employed Designer — 9.4%
(+ Part-time Freelance Designer ie. part-time self employed)
Under 1 year — 4.7%
1-2 years — 9.4%
3-5 years — 29.7%
6-10 years — 28.1%
11-15 years — 3.1%
16-20 years — 0.0%
20+ years — 7.8%
4. Where is your business located?
USA — 54.7%
Canada — 34.4%
South America — 0.0%
UK — 0.0%
Europe — 0.0%
Asia — 1.6%
Other — 9.4%
5. What type of market do you sell to?
N/A — 3.1%
(Not self employed)
Small Town — 7.8%
Small City — 18.8%
Mid-sized City — 40.6%
Large City — 29.7%
6. Please indicate the TYPE of client you service most in your business.
N/A — 3.1%
(Not self employed)
Small SoHo Business + Small Business — 53.1%
(SoHo under $1mil + SB $1 – $25mil)
Medium Sized Businesses — 35.9%
($25 – $50mil in Gross revenue)
Med/Large sized businesses — 6.3%
($50 – $100mil in Gross revenue)
Large sized businesses — 1.6%
($100 – $200mil in Gross revenue)
Mega sized businesses — 0.0%
($200mil and up in Gross revenue)
7. Please indicate where the MAJORITY of your business comes from.
N/A — 3.1%
(Not self employed)
Local Marketplace — 76.6%
National Marketplace — 17.2%
International Marketplace — 3.1%
8. What type of design/marketing CATEGORY do predominantly service in your business?
N/A — 3.1%
(Not self employed)
Corporate Identity Design — 18.8%
(design used in branding, including wayfinding)
B2C Design — 31.3%
(design used to sell to the consumer)
B2B Design — 25.0%
(design used to sell to other businesses)
Communication Design — 10.9%
(design used in magazines, books etc..)
Design for Non-Profits — 7.8%
Other — 3.1%
9. What percentage of your design business is CURRENTLY devoted to creating logo and identity solutions for your clients?
N/A — 3.1%
(Not self employed)
0% — 1.6%*
10% — 23.4%*
20% — 29.7%
30% — 14.1%
40% — 4.7%
50% — 10.9%
60% — 6.3%
70% — 3.1%
80% — 1.6%
90% — 0.0%
100% — 1.6%
10. What are your fees for this type of project? What would you charge to create a logo and identity with the above requirements?
N/A — 1.6%
(Not self employed)
Don’t do this type of work — 1.6%
(Don’t do logo and identity design)
Less than $500 — 4.7%
$500 to $1,000 — 26.6%
$1,000 to $2,000 — 18.8%
$2,000 to $3,500 — 15.6%
$3,500 to $5,000 — 14.1%
$5,000 to $6,500 — 10.9%
$6,500 to $8,000 — 1.6%
$8,000 to $10,000 — 1.6%
$10,000 to $12,000 — 1.6%
$12,000 to $15,000 — 0.0%
$15,000 to $18,000 — 0.0%
MORE THAN $18,000 — 1.6%
11. Would you say that logo design is a profitable service to offer and sell in your design business?
N/A – 3.1%
(I’m not self employed)
I don’t design logo — 0.0%
(or identity packages)
Yes — 70.3%
No — 9.4%
Undecided — 17.2%
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