While a company logo in itself does not equal an entire brand, it is a definite foundational element. Without a consistent, recognizable look, it’s easy to be lost in the shuffle. But where to start? And how much does a logo cost? 

While the final logo may look simple, the process to get to that point most likely was not. Here is the way that Annatto approaches professional logo design: 

• Discovery & Research: First, we gather any information that we can from you and your team. What are your company’s goals, mission, and vision? Who are your competitors? What is the personality of the company? What are some graphics that speak to you? Combining this information with our internal research gives us a great jumping-off point.

• Design & Present: The next step is to brainstorm visual ideas and concepts that fit the goals and the overall feel of the company. Once we have several workable concepts, we get to work bringing those to life digitally. Those options are then reviewed internally, and narrowed to 2-3 strong concepts. These remaining designs are refined and presented to you along with background information illustrating the reasoning for each concept. 

• Refine & Deliver: Once a single logo design has been chosen, we make any final revisions and prepare for delivery. 

Logo Design Deliverables 

Here’s what you will receive at the end of the project:

• File Formats: Annatto provides the final logo in several different file formats, allowing you to have them on file for all future projects. This includes EPS, JPEG, and PNG files for the logo and any of its variations. We also include color variations if applicable (i.e., full color, one color, black, white/reversed).

• Submark: A submark is a secondary logo that is created specifically for smaller spaces. It has the same look and uses the same elements as the primary, therefore staying consistent with the brand. For media where it is necessary to fit within smaller size restrictions, a submark is incredibly useful. A common example of submark use is social media imagery. 

• Logo Usage Guidance: We also provide some information about the logo and submark elements. This can be as simple as a short guide outlining colors and fonts. Or, it can expand to include a more detailed brand guide, showing usage in a variety of situations and outlining other parts of the brand (i.e., typography, photography, messaging, etc.). This depends on your company and how involved the brand is or will be. 

Logo Design Cost

Graphic design services can range in price greatly depending on the scope of work of the project. Logos can be incredibly time-consuming to create, despite their deceivingly simple appearance. While we would love to throw out a flat price, there are simply too many variables to consider when estimating a custom logo project. If budget is a concern, consider the value that a company logo brings. This symbol will likely be in use for a long time and is an important building block to your company’s overall brand. Having a logo that fits your company brand and can stand the test of time is invaluable. 

Does a Logo Need to be Trademarked?

It really depends on what level of security you’d like to have where logo usage is involved. Simply using the logo consistently gives you some protection within the company’s geographic area, but outside of that range, there is the risk of someone else using it with no recourse. To expand the reach a little further, a logo can be registered with the Secretary of State – widening protection statewide. 

How to Trademark a Logo

For a fully trademarked logo, it needs to be registered with the United States Patent and Trademark Office (USPTO). This is a more involved process and can take several months to finalize. If going this route, we recommend that you involve an attorney or other service that can assist you in navigating the registration. Once this process is complete, it gives the company the power to enforce your ownership anywhere in the United States (companies can also pursue registration in other countries once the USPTO process is finished).

Love Your Logo

It can be a tricky task, but with a good design partner, you and your company should expect a logo design that represents the business effectively and will work for many years to come. 

Looking to brand your company? Whether it’s refreshing an existing brand or starting from the beginning, we would love to partner with your team to create a foundation that works for your business. Email nicole@annattocreates.com to learn more about your options.