Why Does Custom Work Cost So Much? Part 1
I want to share a brief story about a recent conversation I had with a fellow consultant. One of the topics we discussed was the labor of logo creation. It was pointed out to me that you could purchase a custom logo for as little as $6 online. Basically, what happens is that an overseas company will produce a logo somewhat to your specs using their basic formulae. The very thought struck fear into my heart–we are trusting our American branding to overseas agents. The very thought made me both ill and disturbed. Does anyone else see anything wrong with that? In America, you should expect to pay between $65 to as much as $1000+ for a logo to be created and honed to perfection in a format that can be used across all print and web media. Why? Basically, it boils down to time, quality, service, and the way you want your company to be perceived.
A logo should be looked at as an investment in the quality, sanctity, and integrity of your brand. To purchase a brand for $6 or for any ridiculously low price commodifies an art and finely honed craft. Even with a fair logo, it cheapens the overall product. Perception is reality, and most times you will get what you pay for, and it will show. I encourage anyone to shop–competition is healthy. However, consider what you get–you should demand high quality, support, and expertise when getting graphics… none of which, I assure you, you will get with the thrift stores and sweatshops in overseas design mills. They churn out quantity instead of quality, and typically don’t spend the time to get to know you, nor to they spend the time to have you know, like, and trust them.
I liken this to much of what you find at the larger hobby and craft stores today–shoddily-made art reproductions from overseas. The quality control is virtually non-existent. You may find in testing high concentrations of lead, or you may find that the employees work in hazardous (but cheap to maintain) conditions. Moreover, there are imperfections, fragile and sub-par materials, and sometimes even fungi and dirt on these imports.
With your logo, you’ll find that, lead content aside, the products you find in overseas design mills are done with little quality control. While you may not find rot or fungus, you can be sure that (having learned from personal experience) oftentimes what you receive may be at some point contaminated with a virus. You may spend more money sending something you purchased for $6 when a pre-press or design professional has to recreate the logo to make it cut or RIP properly, or when the colors used are not separated properly or using print-ready swatches.
In the States, you certainly will find people who will do “cheap” work as well–sometimes even free design if you utilize a college intern, for instance. Keep in mind, however, that there has been a tremendous investment made in the Swoosh and the Golden Arches–unmistakable icons in today’s commercial environment. If you want to stand out, brand yourself on the minds of your clients and customers, consider looking to your domestic design professionals for assistance. Moreover, when shopping for your strategic partner in creating your corporate identity, don’t be afraid to ask how they create the logo. Be wary of anyone who subcontracts their logo design to overseas design houses–it’s, as Ben Franklin state, being “a penny wise and a dollar foolish.”
