Logo Design (corporate id and branding)

Turnaround Time

Turnaround time for logo design varies greatly depending on the number of revisions and the complexity of the design.

Once the initial concept is agreed upon and the sketches have been approved it takes about a day or two to complete a logo design. An illustrative logo (detailed below) may take longer depending on the amount of detail involved.

Guideline for Pricing

The following rates are used only as a basis for the estimate and for changes made by the client after approval of any artwork produced, other factors may apply.

Hourly rate for alterations to logo designs beyond what is included in the original agreement: $75 an hour*

*Additional Pricing Info: The hourly rates above are general guidelines for our services. Serkworks' prices are based on the project rather than by the hour. This allows us to adjust the price according to the complexity of the project and any usage and ownership rights granted. (See About Usage Rights under Commercial Illustration.)

Note: Rush jobs usually involve rescheduling projects that Serkworks already has in progress. Thus in many cases a premium is added. Serkworks may charge a "cancellation fee" for jobs terminated by the client after work has been done but before delivery of the final art, equal to 75% of the negotiated amount. Any additional expenses that are incurred, i.e. messengers, travel etc. will be added to the final payment.

Before a price can be determined it is important to know what kind of logo best suits your company or product. Logos are made up of at least one of the following three elements: typography, illustration and/or a symbol.

A typographic logo is a logo design that is distinguishable by its typography (font). Take the Coca Cola's Logo for example. Even if you were to rearrange all the letters in the logo the brand would still be recognizable based on the originality of it's typography. For and endless amount of examples of great typographic logos look to comic books. Superman, Batman, Spiderman etc. all make great use of original typography in their logo designs.

Illustrative logos take advantage of Illustration or character designs in representing their respective brands. Hickory Farms incorporates a detailed illustration of a beautiful farm set against rolling hills and green pastures into it's logo design whereas Quaker Oats and Michelin Tires have had long term success with their character trademarks.

Many brands utilize symbols. The Nike swoosh, AT&T's sphere or McDonald's golden arches can be easily recognized with or without any additional typography.

The other major factor in determining the price of a logo has to do with the size of the company. A multinational company will often pay considerably more than a small mom and pop store. The reason for this is that the larger company will likely use the logo more extensively. Think of Microsoft's Windows logo and the amount of advertising collateral it is featured on as opposed to your local pizzeria who may only use the logo on menus, napkins, stationary and a limited amount of local advertising.

Serkworks offers logo packages for smaller companies starting at $ 350.00. Illustrative logos and character trademarks may require additional usage rights, (see About Usage Rights under Commercial Illustration).

The Process

Step One: Assessing the Project:

We discuss the details of your project. Using the details discussed as a basis Serkworks will provide you with a personalized estimate. After the estimate is approved and returned to us along with a down payment of 1/3rd of the total amount of the project we move on to step two.

Step Two: Conception

Serkworks begins this process by fleshing out a few ideas usually in the form of rough sketches. We will submit anywhere from 3 to 5 rough sketches, which can be altered, reworked, tightened up, or combined, until the concept is acceptable to you. You can ok the final sketches either by email, post or fax. Once we receive a go ahead from you Serkworks can proceed to do the final art. Any additional changes made by the client after approval of the final sketch will be billed at our hourly rate. After approval of the final sketch we ask that you pay a second installment of 1/3rd of the total amount of the project.

Step Three: The Final Artwork

Serkworks now moves on to creating the final logo design. Once the final art is complete and you are satisfied with the results Serkworks then receives the remaining 1/3rd and delivers the artwork on disk or via email along with any applicable usage rights purchased. Serkworks will deliver your logo in the following file formats: eps, tiff, bmp, jpg, gif and psd. Serkworks can provide additional file formats upon request.

Other Services

Commercial Illustration (illustration, cartooning, character design)

Conceptual Illustration (comprehensives, production art and storyboards)

Graphic Design (graphic design and creative services)

Web Design (static and Flash animation)

Serkscapes (murals and themed environments)