In a LinkedIn forum for graphic designers, I asked a simple question: “How many hours do you spend on a logo design project?”. It’s an over simplified question I know, but I wanted to get an approximate idea on how many hours other designers were actually spending on their logo design projects. As of this writing, 134 designers responded. The answers surprised me a bit. (UPDATE: LinkedIn has oddly removed their polling features, so I can no longer link to the results of the poll).
I expected the average response to be at least somewhere in the 10-20 hour range, however the most common reply seems to be in the 2-6 hour range. I find this surprising because as someone who specializes in this logo and brand identity design, I can’t for the life of me understand how 2 hours is anywhere nearly enough time to create anything of quality.
Sure, it’s not overly difficult to create a good looking logo in a matter of hours, yet there’s more to logo creation than just aesthetics. It’s crucial to understand the client’s needs and create a design that’s not only aesthetically pleasing, but also adheres to the basic elements of good logo design. A strong logo should be unique, timeless, versatile, memorable and appropriate. This is no easy task and not a process that should be rushed.
At least one of the responders agrees with me. Nathan Shelton had this to say:
“I’m amazed that you guys can generally create a logo so quickly. Perhaps I’m doing it wrong, but it will take me 4 hours just to question, research and start sketching ideas. I’ve kept track of all the design work I’ve created over the years and I’d say on average a logo design takes somewhere between 10 and 20 hours to complete. Sometimes longer but almost never less than 10 hours for me. I am a perfectionist however.”
I personally dedicate a minimum of 20-30 work hours on a small business logo design project…with about 3/4 of the time being spent on the actual conceptualization and exploration of design concepts. The rest of the time being spent on research, choosing font and color schemes, revisions, communication, presentation, and so on. More extensive or more difficult projects require even more time…for example some clients want more help with branding implementation, require multiple concepts / rounds of revisions etc. Highly illustrative logos typically require more time as well.
Aside from all of these variables, on average, how many work hours do you typically dedicate to a small business logo design project? If you’re someone who subscribes to the idea that logo creation only requires a couple of hours of effort, what elements are you omitting from your process to allow for such quick project timeframes? Please share to the conversation by commenting below. Thanks for reading.