Jaime A. Zucker
Logos vs Branding Suites
Why you need to think about the big picture of your brand and not the short term.
Week after week I offer complimentary estimates for custom logos. When I submit my estimates to my perspective clients, I offer a detailed quotation which includes fees for various layout and compilation options. Every estimate defines that the logo packages will come with suggestions of typefaces, colors, icons, orientation styles, and marks. I even list how many samples they will receive via electronic pdf and how many rounds of edits are being offered per the approved scope of work. Most of the time, a perspective client reviews my estimate states, "I just want a logo and not all of that other stuff!".
I explain to all customers that logos are just one piece of a brand's visual identity and they need to be looked at how, why, when, and where they will be used. Here are a few things to consider when designing a new logo or updating a brand current visual identity.
Layout (Business Name, Mark/Icon, Tagline, Graphic Elements, Typeface)
Various Orientation (Stacked, In-line, Horizontal, Vertical)
Native file formats including files for print and digital use
Colors (breakdowns for different mediums)
Usage Guide (graphic standards)
Are you ready to get started building your brand together or considering a brand refresh? Email us for a customized estimate, book a session to discuss your needs or download my checklist here.
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