How Much Does a Logo Design Cost in Nigeria?

“If you think good design is expensive, you should see the cost of bad design.”

Dr. Ralf Speth

Before we dive into how much a logo design cost in Nigeria or how much you should pay, you need to first understand that a logo is an important part of a brand’s identity (PS: your logo is not your brand). It is often the first thing a potential customer will see when he/she decides to engage with your business. Hence the need for a logo.

The question that always pops up for a business in need of a logo will be; “How much should I pay for a logo design?”. This is a broad-spectrum question similar to asking; “how much should I pay to build a house?”

There are so many determinants that influence the price of a house/building (location, size, design etc.) which makes it impossible to have a fixed price. Like wisely; there are so many factors involved in the development of logo design which makes it impossible to have a fixed price or an average price for a logo design. The cost of logo design will vary depending on the requirements, size of the business, amount of research and strategy required amongst others.

For instance, the logo design needs of a multi-national confectionery would be different from that of a road-side food vendor which translates to different costing for a logo design.

The major factor that determines how much you should pay for a logo design is the “designer factor” i.e. who you decide to work with.

If you are on a tight budget, your preferred option will be to employ the services of logo makers (an app), edit an existing logo template or run a logo contest on some freelancing sites which can cost between ₦0 and ₦10,000. This is usually used by new start-ups who are without the capital to afford a professional logo designer. They are cheap options but should be avoided as they can do more harm than good to your business in the future.

If you are on a mid-range budget; you will be more suited to professional freelance designers or design studios/agency that cost between ₦20,000 and ₦100,000.

This is the ideal option for mid-sized businesses in search of a quality logo design. It is important to do proper research and vet the freelance designer’s portfolio (as a freelancer’s experience can affect cost and quality of work done) and build relationships with the designer to ensure you get what you need.

High-end budgets would employ the services of a branding agency with world-class portfolios with the cost running from ₦200,000 into millions of naira. Logo designs in this range generally provide clients with more than just a logo. They usually provide a branding experience which goes as far as market analysis, unique selling point, marketing and promotional campaigns for the business.

The next thing you are probably wondering is; “why pay that high for a logo?” To understand the true value of a professional logo design, you must understand three key things:

1. What is a Logo?

A logo is the graphical identity of a company or product. It is what your business looks like in the digital world. It’s the face of your brand. Since every business is unique in its sense, a logo ought to be unique. Technically, a logo is a vector graphic that is timeless and scalable; can be enlarged to any size needed, without any loss of image quality, and doesn’t lose its meaning when it is shrunk down to the size of an app icon.

2. Benefits of a Professional Logo Design

The right logo can augment the success of a business by providing the following benefits:

• Recognition: A general rule of thumb is that images are easily recollected than texts. The best logos are involuntarily planted in the memory banks of people and help create a recognition mechanism about the business in the minds of the business’ customers. Having a strong logo, therefore, helps a business to stand out.

The swoosh sign of Nike is easily recognized across the board.

• Consistency: A logo has a great deal of influence on a brand’s reputation. An ageless/classic logo equips a business with brand authenticity with a perceived sense of professionalism and trustworthiness even if the business just started.

The McDonald’s logo epitomises this.

• Representation: The ideal logo should represent the core of the business. This is important so as the customers can relate the brand’s dealing to its logo. This does not necessarily mean that a retail store should have a shopping basket in its logo (e.g. Shoprite’s logo doesn’t have baskets) but rather that the design style should be a representative of the whole brand.

• Overcoming Competition: A good logo helps a business/brand stand out amongst its competitors even in a crowded marketplace. A good logo, when employed rightly in marketing strategies, can make a huge difference in a business’ advertising capabilities and reception.

The Apple logo comes to mind in this discussion.

3. The Logo Design Process

In the decision making of owning a logo, a brand is always littered with options. The major difference between the options (apart from cost) is the process that the designer goes through when creating the logo. The logo design process determines the durability of the logo designed.

A good example of a logo design process is what I did with this brand, Transplus Freight. A typical design process involves the following:

• A Design Brief.
• Research on the business’ industry.
• Sketching and Concept development.
• Editing and Modification.
• Submission and Revision.
• Launch.

Having realised the benefits of a good logo design, one thing is clear; A good logo is not cheap!  If a business owner is unable to afford a quality logo in the moment, it is best to save up or apply for funding or seek the designer’s consent to pay in installment (with a reasonable due date).

Let me also add that, at the end of a logo design project, the following should be received from the logo designer:

• Logo design (colour) in vector format
• Logo design (black & white) in vector format
• Vertical logo lockup.
• Horizontal logo lockup.
• Square lockup (for social profile images).
• Different file formats (JPG and PNG)
• Stationery design files + any other designed files
• Style Guide (outlining fonts, colours, etc.)

P.S: Do you need an expert who will help you create a distinctive brand identity? Do need an expert logo designer to help you research your brand target and competitors, and create timeless designs? Then fill out this logo design form to get started. If you need a Creative designer or Brand strategist to help you create an Identity & strategy for your brand; contact me.

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