Developing Your Company's Logo

Advertising agencies have traditionally been the source for logo development. But online logo development is a better choice for many small businesses. With ad agencies, the logo is comparable to a side dish served as part of a comprehensive advertising campaign meal. But with an online logo design service, the logo is the entrée.

This is because the ad agency model is based on repeat business. For that reason, doing a one-time logo project for a small business is not generally something most ad agencies are interested in doing. And if they do take on your job, you will pay handsomely.

If you need a logo as part of a larger branding and corporate identity campaign, then an ad agency is the right choice. They can take you from start to finish in the process: from logo and tagline development to tweaking your advertising campaign as results begin to come in.

When you hire an ad agency, they will usually assign an account manager to work with you and act as a go-between with the designer working on your project. You can expect to pay between $2,000 and $10,000 for the account service and design work during the logo development stage.

But if you just need a logo and not an entire campaign, an online logo company is a better alternative.

With an online service, you will complete an in-depth questionnaire that the designer will use to determine how your logo will be used: on business cards, building signage, trucks, or your Web site (or all of the above). Some companies, such as LogoWorks, assign multiple designers to each project to ensure that you receive a variety of logo concepts.

The questionnaire will also tell the designers just who your customers are, what color preferences you have, and what things you absolutely don't want your logo to include. Prices for online logo development generally range from $200 to $500.

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