Fulfillment: Logo Design

Logo Design & Redesign

Offering logo design as an add-on ($150-$300) naturally fits every website project. You use Claude to design — here's the exact workflow.

When to Offer It Logo Intake Design Process Tools Deliverables Pricing

When to Offer Logo Design

Surface this during the intake questionnaire: "Do you have a logo? Can you send the file?" The answer reveals the opportunity:

AnswerWhat it meansYour pitch
"Yes, here it is" — good quality vector fileThey're fine. Use it.No upsell needed
"Yes, here it is" — blurry JPG screenshotThey have a mark but no quality file. Needs rebuild."I can recreate this as a proper vector file for $150 — you'll be able to use it at any size without it looking blurry."
"I don't really have one / I use my name in a font"Strong logo design opportunity"I can design you a professional logo for $200 as an add-on. It takes about a week and I'll give you 3 concepts to choose from."
"I have one but it looks dated / I don't like it"Redesign opportunity"A logo redesign is $200-$300 depending on how much direction you have. We'd start fresh with 2-3 concepts."

Logo Intake Questions

Ask these before starting any design work:

  1. Do you have any existing brand materials (logo, colors, business cards) you'd like to keep or reference?
  2. What 3 words would you use to describe how you want your brand to feel? (e.g., reliable, modern, bold, friendly)
  3. Are there any colors you like? Any colors to avoid?
  4. Do you want an icon/mark, just text (wordmark), or both?
  5. Share 2-3 logos you like (from any industry) — what do you like about them?
  6. Where will this be used most? (truck lettering, t-shirts, website, signs — affects how complex it can be)
  7. Is there any imagery you associate with your trade? (e.g., wrench, flame, lightning bolt, water drop)

Design Process — Step by Step

Step 1 — Use Claude to generate concept directions
Claude Prompt — Logo Concept Descriptions

I'm designing a logo for [Business Name], a [trade] company in [City], Michigan. Owner: [name]. Brand words: [reliable, professional, local, etc.]. Colors they like: [any]. Style preference: [modern/classic/bold/simple]. They want: [icon + wordmark / wordmark only / etc.]. Existing logos they like: [describe if any].

Generate 3 distinct logo concept directions. For each, describe: the icon idea (what shape/symbol and why it fits), the color palette (2-3 colors with approximate hex codes), the typography style (font personality — bold serif, clean sans-serif, etc.), and the overall mood. Make them meaningfully different from each other — not just variations of the same idea. No em dashes.

Present the 3 concepts as written descriptions + rough sketches to the client before investing design time. Get their direction first.

Step 2 — Build the chosen concept

Tool choice depends on complexity:

Logo TypeBest ToolWhy
Text-only wordmarkCanva ProEasy, fast, good font library. Export as SVG.
Simple icon + textCanva Pro or Figma (free)Canva handles most simple icons. Figma for more precision.
Complex custom markInkscape (free) or Adobe IllustratorTrue vector editing. Required for intricate marks.
Quick concept / starting pointLooka.comAI-generated starting points ($20-$65 one-time). Customize the output — never deliver directly.

Using Claude to help design SVG logos:

Claude can generate SVG code for simple logo marks. Use this prompt approach:

Claude Prompt — SVG Logo Generation

Create an SVG logo for [Business Name], a [trade] company. The logo should include: [icon description — e.g., a simple water drop shape made of 3 lines] and the business name in [font style — bold, clean sans-serif]. Colors: [primary hex] and [secondary hex]. The SVG should be 400x200 pixels with viewBox. Use only basic SVG shapes (rect, circle, path, polygon). Keep the design simple and clean — it needs to work at small sizes.

Step 3 — Client review and revisions
  1. Present 2-3 concepts as PNG mockups (show on white and dark backgrounds)
  2. Show it in context — on a fake business card or truck mockup (Canva has these as templates)
  3. Get direction: "Which concept do you prefer? Any changes?"
  4. Two revision rounds included. Scope creep = additional charge at $75/hr

Final Deliverables — What to Send

FileFormatUse Case
Primary logoSVG (vector)Master file — scales to any size
Primary logoPNG transparent — 1000x500pxWebsite header
Primary logoPNG transparent — 500x500pxFacebook profile photo, emails
Primary logoPNG white background — 2000x1000pxPrint, Word docs
Icon only (no text)PNG transparent — 512x512pxFavicon, app icon
Icon onlyPNG transparent — 32x32pxBrowser favicon
Dark version (for light backgrounds)PNG transparentMain use case
Light version (for dark backgrounds)PNG transparent (white)Dark overlays, truck lettering
Brand color codesText/PDFFuture design consistency

Pricing & Upsell Timing

ServicePriceWhen to pitch
Logo recreation (rebuild bad file)$150During intake — "Your logo file isn't usable at scale"
Logo design (new)$200During intake — "You don't have a real logo yet"
Logo redesign (existing, dated)$200-$300During audit review — "Your logo looks dated and hurts your brand"
Brand guidelines document$150 add-onAfter logo approval — "Would you like a guide so you always use the logo correctly?"
Bundle it: Add logo design to the Starter Website package as a bundle discount: "Starter Website + Logo Design = $950 (save $50)." This increases average project value and removes the "I'll find a logo later" objection.