Development of a company logo does not have to cost tens of thousands of dollars. But it should also not be done on the cheap, or too quickly, or without thoughtful consideration. Your logo is more than just a fancy graphic, it will define you in every aspect of your marketing and will have a life of its own if your brand is to become recognizable. Magazine advertisements are unlike web pages in that you have one shot to make it right; after its been published, you can't fix or update the magazine or print advertisement. So, much like developing a logo, much thought should go into this design before production work begins, and an agency's prior business experience is an essential component of making a print advertisement a successful venture.