I'd recommend that you build out a range of packages with different deliverables for clients. Price them based on what you want to make per hour times the amount of time it will take you to create each deliverable (don't forget to build in time you'll spend meeting or communicating with the client). You may want to consider "theming" each package so it helps guide a client to selct the package that would be best for them. Also consider varying the packages both on the end result, as well as the process to get there. For instance, you will want to set the number of rounds of redesigns, as well as the number of options / logos they will get to see at each stage. By clearly showing what a client gets out of the process, this will also help you compete against the companies that are commoditizing logo design like CrowdSPRING.

There is a trade-off attached with either approach that you need to understand. If you feel not reflecting a price eats some of the leads then reflecting the same could create the same ripple effect. I believe logo designing cost, as a service, is something which should be customized per specific requirement. People may say that a logo is just a logo and what's there to customize? But, people like you and me knows that it isn't that plain vanilla product.

I would suggest that rather than trying to package your services per price point, you should try to communicate the values that one could expect working with you. It's all a game of making perceived value look bigger than cost. You do that and you won't lose any serious lead. Just make sure not to make false promises in you bid to increase the value.

Another option could be to highlight one or two packages, keeping the third one directly proportional to customization etc.

I hope above could be of some help!! Need any specific input? Feel free to reach out with more clarity.

Your pricing should reflect the value your service provides and the delivery commitments you have made as well as cover your costs of delivery with a respectful margin for profit, not the client's budget.

If you are not sure how to calculate what you should charge, you can learn how in this guide: SMARTSTART Pricing. You can get a copy at no charge here: http://smartstartcoach.com/smartstart-pricing/

There is also a section in the guide that helps you learn how to communicate your pricing to clients with confidence even when engaged in those tricky conversations.

Hope this helps!

Linda M. Lopeke