I recently decided it was time to upgrade some of my client contact forms, starting with my logo design proposal. And now I’m sharing it with my fellow designers. You can download the editable InDesign Logo Project Proposal or a non editable PDF Logo Proposal to use as a reference guide.
There are a couple of other logo proposal templates available online, but I found them to be too long, include way too much attorney jargon, or they weren’t specific to logo projects. Some designers prefer to sell their services as a bundle or package which may include an entire brand identity. I personally find it best to test the waters with a new client before making a large commitment. Which is why this proposal is for a logo project only. Starting small is the best way to get a foot in the door.
Below is the text included in the proposal. You will notice I don’t immediately discuss pricing, but instead take the opportunity to briefly tout some of the benefits of working with me, and explain my work process. Since many clients shop around and contact multiple designers or agencies for price quotes, it doesn’t seem like a bad idea to remind them why they should hire you.
Here’s a preview of the text included in the proposal:
Thank you for considering my design services. Before I jump directly into pricing, please let me briefly outline a few things that will help you better understand the design process, and what you can expect from your logo investment.
Logo Project Process:
Below is an overview of a logo project. Since every project is unique, the approach may differ slightly, but will typically go as follows:
Down Payment: After you’ve committed to working with me, a 50% down payment will be required, along with the digital signing of a simple 1 page project agreement. This is a standard policy for most designers. You can read why down payments are required by clicking here.
Discussion / Research: At this point we can discuss the details of your project, and narrow down what direction it should go in terms of style, concept, etc. I will also dedicate time towards research of your business/venture and your industry (if applicable). The idea here is to gain a solid understanding of your design needs and expectations. Research also helps weed out cliché ideas that may be overused in your area of practice.
Sketching / Development: After the details of your project are understood, I can then begin the process of conceptualizing (brainstorming / sketching of logo ideas). This is where most of the project time is usually spent. While a logo may seem simple to create, it’s actually quite difficult and time consuming to come up with a quality design that meets the various requirements of a good logo (aesthetically pleasing, timeless, versatile, unique, appropriate and memorable).
Refining Of Rough Concepts: Next comes the task of selecting the best of the rough logo ideas and refining them into something more presentable. This process involves digitally re-creating sketched concepts, ensuring logo(s) work well in various sizes, making any necessary design changes, and choosing appropriate font and color schemes.
Logo Presentation: Your logo(s) will then be presented to you, usually in mock-up form (ex: on a business card, signage, etc). This will help provide you with a better sense of what the logo will look like in real life application or as part of a cohesive brand identity. Along with these previews, will include my analysis / explanation of the design(s).
Revisions If Necessary: Upon your feedback, any necessary revisions to the presented logo(s) will be addressed (i.e. color, font changes, logo graphic tweaks). If you don’t like the logo(s) presented to you and remaining work hours remain, I will explore further concepts. If all project work hours have expired and you wish to see additional logo concepts, you may be asked to purchase additional work hours. It should be noted that most clients are happy with the first designs presented. I am lenient with revisions and requests as long as my time and efforts are respected.
Finalizing / Assisting With Print: Upon your approval of logo, print and web versions of the design will be prepared, and assistance with printing can be provided if work hours remain. You’ll receive design files after final payment has been received. The files will be created in scalable vector format (pdf or ai format),
* Because of the unpredictable and organic process of logo creation, it’s impossible to determine how many different concepts I’ll be able to create in the allotted work hours for a project. Sometimes I’m able to offer multiple designs to choose from, and sometimes only one. Rather than wasting time on sub-par concepts or trying to fill a quota of X number of logos required, I instead focus on the best ideas and perfecting them. I’ve found that this “quality over quantity” approach offers the best results and frees up project time for other tasks.
* If you require a rushed time frame for your project, I may be able to accommodate, however the cost will be higher. Good design takes time. It’s best to approach projects in an un-rushed manner whenever possible.
* If you’re designs need approval from multiple persons, it is highly recommended that a single person be designated as project communicator and final decision maker. This approach is beneficial in more ways than one.
* Please understand that logo designs need to be relatively simple in order to remain recognizable in smaller viewing sizes and maintain versatility. For this reason, I do not create highly intricate or overly busy logos.
Advantages Of Working With Me:
• You will be working with me directly and not juggled around between multiple designers or middlemen.
• Your designs will not be outsourced, crowdsourced or subjected to any unscrupulous practices.
• Lower overhead means lower cost when compared to the pricing of design agencies / design firms.
• Over a decade of experience working as a professional graphic designer specializing in brand identity design.
• Designs will be approached with a quality over quantity mindset. The goal is help you stand out.
• Unlike some designers who retain royalty rights on their work, my clients receive 100% ownership of designs.
Testimonials From Past / Current Clients:
“Lorem ipsum is a pseudo-Latin text used in web design, typography, layout, and printing in place of English to emphasise design elements over content. It’s also called placeholder (or filler) text. It’s a convenient tool for mock-ups. It helps to outline the visual elements of a document or presentation, eg typography, font, or layout. Lorem ipsum is mostly a part of a Latin text by the classical author and philosopher Cicero. Its words and letters have been changed by addition or removal, so to deliberately render its content nonsensical” – Client Name / Business / Location
“Lorem ipsum is a pseudo-Latin text used in web design, typography, layout, and printing in place of English to emphasise design elements over content. It’s also called placeholder (or filler) text. It’s a convenient tool for mock-ups. It helps to outline the visual elements of a document or presentation, eg typography, font, or layout. Lorem ipsum is mostly a part of a Latin text by the classical author and philosopher Cicero. Its words and letters have been changed by addition or removal, so to deliberately render its content nonsensical” – Client Name / Business / Location
“Lorem ipsum is a pseudo-Latin text used in web design, typography, layout, and printing in place of English to emphasise design elements over content. It’s also called placeholder (or filler) text. It’s a convenient tool for mock-ups. It helps to outline the visual elements of a document or presentation, eg typography, font, or layout. Lorem ipsum is mostly a part of a Latin text by the classical author and philosopher Cicero. Its words and letters have been changed by addition or removal, so to deliberately render its content nonsensical” – Client Name / Business / Location
Project Overview
Include a quick summary mention about the project here, along with any pertinent details you wish. I usually keep this short in order to avoid having to require an additional proposal page. Further project details can be mentioned in the project agreement document you provide to your client.
Worthy mention: If you need assistance with other design projects or developing a brand identity, I’d be glad to assist. Rather than bundling these projects and asking you to commit to a large investment up front, I find it most fair to approach design projects individually. This allows my customers to test drive my services prior to a large commitment.
Pricing Options
The pricing options below are based on the info you’ve provided so far. The greater your budget, the more time that can be spent on the project. Pricing and time frames are subject to change prior to project agreement / down payment.
When considering the cost of graphic design, please understand the great deal of time and financial investment required to run a business and offer a quality design service. I’ve invested tens of thousands of dollars into computers, fonts, software, office supplies, marketing, taxes. education and more. Thousands of unpaid hours are also spent learning software, keeping computers and programs up to date, keeping files organized and backed up, maintaining my website and other online presences, creating documents, communicating with potential clients, etc.
Pricing Option 1: based on the information I’ve learned about your project so far, I can offer the following for $1,600:
23 work hours dedicated to the logo project. This higher priced option would allow for more time to be spent exploring various concepts and/or more creative or intricate designs. Project tasks include: research of company and area of practice, brainstorming and sketching of ideas, digitizing, font and color scheme selection, communication, revisions if necessary, presentation of logo(s), preparing files for print and web use, help choosing a print shop if needed, etc.
Project time frame: Around a 4-5 week time frame is requested for the completion of this project. This will allow me to finish existing projects I’m working on, and leave enough time to approach your project in a thorough manner. Often times I am able to complete projects quicker than expected. Sometimes inspiration strikes quickly, sometimes not so much.
Pricing Option 2: based on the information I’ve learned about your project so far, I can offer the following for $1,400:
Same details as option 1 above, except 20 work hours will be dedicated to the project. You can still of course expect to receive a quality design with this pricing option; there will just be slightly less time to be spent on the project tasks.
Pricing Option 3: based on the information I’ve learned about your project so far, I can offer the following for $1,200:
Same details as option 1 above, except 17 work hours will be dedicated to the project. You can still expect to receive a quality design with this pricing option, however please keep in mind that as we decrease work hours less time can be spent on logo concept exploration and the other areas of the project. This pricing option is for less complex projects and/or projects where multiple logo concepts / multiple rounds of revisions aren’t expected.
Ready To Get Started?
If you’d like to move forward with your logo investment, please let me know and we can get started with a 50% down payment and project agreement. If you have any questions or concerns, I’d be glad to discuss things further. Thank you!
This is by no means the perfect proposal and is always a work in progress. Hopefully some of you find it useful however. When I get more time I’d like to make improvements to the aesthetics of the document. When I do so, I’ll update the files. If you have any proposal tips or techniques, please share your findings below. Thanks.