What a Bad Logo Will Cost You

Sometimes when we quote a logo redesign or identity package update people are surprised - surprised at what a great logo can cost. I can explain until I'm blue in the face why you need a professionally designed logo and why you should find a company you admire to develop one (and pay them a reasonable sum of money to create one), but somehow people still doubt what a great logo is worth. So, to make my point another way, I'll explain what a BAD Logo will cost you.