You get what you pay for. It’s true for just about everything in life. What about a logo? Some companies will spend millions on rebranding. Can you really do it for $50? One creative director gave it a go with not-so-great results.

We have a lot of great technology and a lot of ideas out there, but when it comes to logos it’s a little different. It’s the quintissential branding element, getting stamped on everything from bags to buildings. So when you do it, it’s got to be done well. You’re going to be living with it for a long while. So what takes so long and why? More after the jump.

In a way, designing a logo is like chosing your warddrobe: it’s a representation of you. If there’s one element of your brand that you cannot skimp on, in my opinion, is your logo. Using companies like what Jim used above or CrowdSpring to create your image is tricky. There are a lot of talented professionals out there who can do it, but it’s more than just putting some lines together in a program and call it a day. There’s a process and careful consideration.

We start with the strategy statement, an “agreement” that lays out the goal and intention of the logo. We take that and go into full-scale brainstorming. (It’s not uncommon for multiple people at this initial stage to develop sketches.) It is not uncommon to develop A LOT of sketches and ideas at this point. Is there a bug? Is it just text? What kind of font do we use? What does each font mean? We research colors and their meanings (especially when logos are used globally). We take a look at many illustration styles and try to match which ones best to represent the personality of your company with a style (researching illustrators). We see what your competitors have and how they’re perceived. It’s a long process just getting started.

We present to you, our client. We justify. We dialogue. We agree to make changes. We come back and make the changes or continue exploring. In time, this process gets more and more solidified, with many logos turning into the one logo. The sketches are taken to the illustrator, a professional skilled in turning hand sketches into a computer file that is usable in any format you desire. We develop the color system and the rules (guidelines or standards) for how to use the logo. We package the files for you to use and distribute.

It’s a process. And out of it you’ll have a terrific logo, but you can also gain a deeper understand of your business and what you stand for. If you read Jim Walls’ posting at the link above, you’ll see that the most successful outcome is not done with a fast food approach. Logos require delicate consideration and a partner who understands the business. Do your logos have to cost $1 million? Absolutely not. But if you want it done right, it’ll cost more than $50.

Has anyone had experience? Anyone care to debate? Chat with us on Twitter if you prefer.