How Much Does a Logo Cost? Logo and Brand Identity Prices (2026)

The short answer: a logo costs as much as the work behind it. A 2026 guide from ManyPixels, a design subscription company, puts logo makers and marketplaces at $20–$200, freelance designers at $300–$2,000 and branding agencies at $3,000–$10,000 or more. On 99designs, a logo design contest costs $249 to $1,050, depending on the package. On Clutch, where clients review the agencies they hired, most branding projects cost $10,000–$49,999, but those cover much more than a logo. Our logo starts at €600 and a full brand identity at €1,800. Market figures are in US dollars wherever the source publishes them that way.

Logo or brand identity: what each includes

Two quotes for “a logo” can describe different jobs. One prices a mark and its files; the other prices a system that keeps every business card, slide and social post looking like the same company. Decide which one you need before you compare prices.

A logo on its own is a sensible start for a new business. Once other people make material in the company's name, the rules matter as much as the mark, because they keep every flyer and presentation consistent.

What a logo costs by type of provider

The ranges overlap because the label tells you little: an agency's figure usually includes strategy and rollout that a logo-only project leaves out. On Clutch, most graphic design and branding firms charge $100–$149 an hour, so ask how many hours a quote assumes.

What drives the price

• Research and positioning: who you sell to, who you compete with and what must not change. Cheap offers skip this step, and it is what gives design decisions a basis beyond taste.
• Design directions: two or three distinct concepts take more time than one, and give you a real choice.
• Revisions: how many rounds, and on what. They should refine a chosen direction, not restart the project.
• Versions and files: horizontal and stacked layouts, an icon for apps and browser tabs, one-colour and reversed versions, in vector and raster formats.
• Applications and guidelines: business cards, signage, packaging and social media are design work of their own, as is a brand book.
• Trademark checks: a designer can steer away from marks that are obviously close to existing ones in your field. Registering a trademark is separate legal work, with official fees, filed with an office such as the USPTO in the US or the EUIPO for the EU.

Source files, rights and font licences

A logo you cannot use freely is not finished. Before you pay, check that the quote covers three things:

• Vector source files (AI, SVG, EPS or PDF) as well as PNG and JPG exports. Vector files scale from a browser icon to a billboard, and every printer and sign maker will ask for them.
• A written transfer of rights. Under US copyright law, copyright belongs initially to the author, and a transfer of ownership is valid only in writing, signed by the owner. Wherever you are, ask for a clause stating that all rights to the logo pass to your company on final payment.
• Font licences. Most typefaces in the Google Fonts collection use the SIL Open Font License, which carries no fee. Commercial typefaces come with their own terms, often separate for desktop, web and app use, and the licence should be in your company's name rather than the designer's.

Red flags in a logo offer

• A mark built from stock icons or a template. Other buyers can use the same elements, so the logo is never fully yours and may be hard to protect as a trademark.
• No vector files, or vector files only for an extra fee.
• No transfer of rights, or rights that stay with the designer or the platform.
• Dozens of concepts for a very low price, with no questions about your business before design starts.
• Mockups only. A logo on a coffee cup always looks good; ask to see it at the size of a browser icon and in one colour.

How to brief and compare logo quotes

A clear brief makes quotes comparable. Send every provider the same page: what the business does and for whom, who the main competitors are, where the logo will appear, what must stay, which languages and markets it serves, and your budget and deadline. Then ask each provider for written answers:

• How many design directions and revision rounds are included, and what counts as a revision?
• Which versions and file formats are delivered?
• Are guidelines included, and how detailed are they?
• Who owns the logo and the source files after payment?
• Which fonts are used, and whose name is on the licence?
• Is the price fixed, and is VAT included?
• Can you see identities they designed, applied to real material?

What our logo and brand identity cost

One example: for Maky Beauty Bar, a salon in Zrenjanin, Serbia, we designed the visual identity, from the MAKY BEAUTY BAR wordmark to a gold-and-cream palette and serif headings, and carried it through the booking website we built for the salon.