The high cost of saving money on a business image
March 6, 2008 – 10:24 amby Jeff Fisher, Engineer of Creative Identity, Jeff Fisher LogoMotives Not long ago a potential identity design client requested information about the estimated cost of creating a logo to represent a new start-up business. The business was about to be launched and the identity creation costs had not been considered in the business plan budget.I wasn't surprised when, after receiving the information, the business owner contacted me to explain that the price range quoted was much higher than anticipated and that they would most likely consider branding the company with a logo design that was "adequate" at the present time. It was explained that they later hoped to hire me to redesign the corporate image to better reflect their desires for the public persona of the business?Huh?In nearly 30 years as a professional designer I often hear this justification for initially scrimping on one of the most important advertising, marketing ...