Market Research - Logo Design

Goals

To understand the custom logo design market by identifying the prices charged by independent agencies, individual designers, and large agencies while excluding low-cost agencies.

Early Findings

  • There is a wide number of creative design agencies that offer custom logo design as well as branding packages. Five independent agencies and five individual designers who offer pricing information have been identified on the attached spreadsheet.
  • An identified pricing trend is that a majority of agencies, independent of their size, focus on showcasing their work without providing pricing information.
  • A majority of agencies charge their services per hour. However, individual designers charge per package or per hour depending on their preference. An average price is more commonly found that a tier categorization.
  • Large agencies such as Pentagram, Sagmeister & Walsh, Chermayeff & Geismar & Haviv, Landor, and Meta Design are among the top creative design agencies.



Proposed next steps:

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During our first hour of research, we were able to identify independent agencies and individual designers with available pricing on their website or other sources. We propose continuing this research to provide the pricing for the independent agencies and designers identified on the attached spreadsheet.
Alternatively, we propose adding information about the characteristics of the packages offered by 2-3 of the individual designers identified on the spreadsheet to provide a more comprehensive understanding of their pricing. As there was no geographic focus provided to us, we are assuming a global focus. If a more targeted approach is desired, for example, the United States, this would have to be clearly communicated to us in any reply.
We propose performing a company analysis of one of the identified large agencies, in which we can identify when it was founded, the services offered, 2-3 large logo designs in which they have participated, and information regarding their revenue if available.