🧂 Cheap vs. expensive branding

Hey there. Happy Saturday! Today, I want to share some thoughts on design process for startups.

I have always worked with VC backed startups in Silicon Valley.

But in 2024, I opened my door on Twitter to indie founders who are bootstrapping their startups. To make my price affordable to them, I accepted “one shot” projects ranging from $35 to $2688.

For example, I have designed logos for $10K+ for startups in Silicon Valley, but I need to pack the logo service into $1344 for indie founders. How did I do it?

My cheap logo design process

This process is fast, straightforward, and budget-friendly—perfect for founders who need a logo quickly and don’t have many specific requirements. Here’s how it works:

1. Ask founder preferences: I gather basic information about a founder’s preferences, such as colors, logo type, or any inspiration they have in mind.

2. Create 2 logo concepts: Design two logo options.

3. Founder picks 1: The founder chooses the logo they like best.

4. Ship the logo: The final logo is delivered, ready for use.

This process is ideal if:

• You’re in the pre-launch phase and need a quick logo.

• You’re operating on a tight budget.

• You’re comfortable with minimal involvement in the design process.

My expensive brand design process

If a startup is looking to build a long-lasting brand and want a logo that reflects their company’s vision, values, and place in the market, this is the way to go.

Here’s a detailed look at the process:

1. Meet with the founder and team: We start with an in-depth meeting to understand your goals, audience, and brand personality.

2. Share industry research and logo studies: I provide insights into your industry’s visual trends and competitors.

3. Send in a survey to collect preferences: I gather your team’s input through a detailed survey.

4. Ask questions to clarify needs: Follow-up questions ensure I’m aligned with your expectations.

5. Round 1: Logo color and concept mood boards: I present mood boards to explore directions for color schemes and design styles.

6. Collect feedback and keep working: Your input guides the next steps.

7. Round 2: 2-3 sets of logo concepts (6-8 logo variants): I create multiple logo options for you to review.

8. Collect feedback and keep working: Refinements are made based on your feedback.

9. Round 3: Final set of logo options (4-6 logo variants): A polished selection of logo designs is presented.

10. Collect feedback and keep working: Further tweaks are made to hone in on the perfect design.

11. Round 4: Final logo option with 2-4 tweaks of the same logo + fonts: The chosen logo is fine-tuned with variations in fonts and details.

12. Collect feedback and keep working: Last-minute adjustments ensure perfection.

13. Round 5: Logo exports: The final logo is exported in all necessary formats.

14. Brand book and brand assets building: A comprehensive brand guide and supporting assets are created.

15. Deliver final assets: Everything is handed over, ready for implementation.

This process is ideal if:

• You want a logo that captures your brand’s vision and scales with your business.

• You’re launching a consumer-facing or highly visible company.

• You value collaboration and a tailored design experience.

As a startup founder, your logo is one of the first things customers notice about your brand. It’s tempting to want something quick and affordable when you’re bootstrapped or in the early stages.

But is a cheap logo always the best option? Which is right for you?

The cheap process is great for startups looking for speed and affordability, while the expensive process delivers a high-quality logo tailored to your brand’s identity. Think about your budget, timeline, and long-term goals when deciding.

Whichever route you choose, remember: your logo is more than just a design—it’s the face of your brand.

Investing in the right process can set the tone for your startup’s future success.

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