Why does it cost so much to design a logo ?

To demonstrate the process involved here is how I came up with the current logo.

My original logo, (designed in 2004) combined two of my favourite typefaces, with the colours Cyan and Magenta to reflect my print background. I then changed the colour scheme in 2008 to reflect my surroundings of the sea and beach, and the typeface for the word “graphics”.

Last year I decided it needed updating, to give a contemporary feel – but where to start? Here are some of my initial ideas …

I couldn’t decide between using a script typeface or a san serif for “Hooper”, but I used the typeface Trebuchet for the word “graphics”. This is a web safe font and will give a consistent look across all media. I liked the idea of turquoise and dark grey for a colour scheme.


But how about trying different colours? Something bright and vibrant …
or perhaps purple and grey?
I quite liked this design – so did a bit more development work on it. I extended the “p” so that it lined up with the bottom of the “p” in graphics and tried Pink and Green.
Perhaps too bright – lets go back to the Purple and Green.
I do really like this. But – what does it say about me? Does it reflect the design services that Hooper Graphics offer? More work needed -
I do like the Purple and Green – the “swish” is meant to reflect my love of watercolour painting.

At most stages I sought the advice of friends, family and fellow professionals – this essential but informal Market Research really helps to see if people understand what you are trying to say. So in the end, although I liked the “swish” it was removed in the final result.
As you can see the colour scheme was swapped around and the purple made slightly darker.

All these steps take time but I think it is worth it, does the final result look better than the first idea? Feedback is always appreciated.

Next step how to implement it . . .