Indeed, finding a logo idea can take 5 minutes…

…but elaborate a relevant brand concept with regard to strategic issues, and then to translate these reflections into an original logo which will be accompanied byit takes time and expertise, usually several weeks of work, to create a visual and verbal universe, to make sure it works in small and large, on paper and on screen, in space and in motion.

If the work is well done, it will indeed take us 5 minutes to convince you of the validity of this reflection.

Because in the end you will save a lot of money!

Creating a brand is a long-term investment, over several years, ideally decades, sometimes even longer. It is therefore a strategic investment that deserves special attention.

In the context of a call for tenders, when the client expects creative ideas, we engage in exactly the same work process as for a classic order: diagnosis, strategic thinking, creative research, visual universe, verbal…

We never present a logo ‘on its own’ but a 20 to 30 page dossier summarising our thoughts, with 2 or 3 prototyped hypotheses (logo, visual and verbal universe, settings
in situation…).

Without remuneration, the agency’s objective is to win the market at all costs. The tendency is then to multiply easy solutions to seduce the client, without being able to really engage in the reflections that will bring qualitative, relevant, original and therefore sustainable answers.

In the end, if the exercise is repeated every 3 years, it is a lot of time and money “thrown out the window”.

There are many legends about the price of logos. Here are some explanations:

It is true that prices range from €1,000-2,000 for a simple freelance logo, to €15-20,000 for a regional SME visual identity designed by an agency, to €50-70,000 for an international brand strategy designed by a specialist branding agency.

In fact, the greater the visibility of the logo, the more complex the image issues will be to resolve. Then, the more the logo is used on different media, the longer the work will take, and therefore the more expensive.

It seems reasonable for a company to make this investment by calling on a specialised agency, with experienced art directors, who will spend several weeks working on a diagnosis, establishing a strategy, carrying out creative research, developing an original brand universe, not to mention the assignment of copyright which is essential to protect you legally.

Alternatively, for €100 you can use a crowdsourcing site that will provide you with a logo within the hour. The choice is yours.

Properly accounting for branding investments optimises the “health” of the balance sheet!

Les dépenses de création de marque (logo, charte graphique…) sont considérées comme des investissements incorporels qui vont venir augmenter la valeur de l’entreprise.

From an accounting point of view, these expenses can then be entered in an intangible asset account such as 20 205 “Concessions and similar rights, patents, licences, trademarks, software”, or 20 122 “Advertising costs”, in the context of exceptional costs (set-up costs) for the creation of a company.

Depreciation spreads the value of the asset over the period of its use. Accounting standards suggest a standard life of 5 years, but the company can choose a different life and justify this choice.

Today, everyone is aware that in order to grow, it is important to develop the brand image of companies, and these projects are renewed every 10-15 years.

The company can therefore opt for depreciation over 10 or 15 years, depending on the lifespan it will assign to the investment.