A logo costs anywhere from €100 to €20,000 depending on who makes it. The useful range for a small business is narrower: an experienced freelance designer charges from about €1,100 for a standalone logo, and most logo projects finish between €1,500 and €2,500. Below that you are usually buying a single file. Above it you are usually buying a brand identity, not a logo.
Logo Design Prices by Who You Hire
The price of a logo tracks the seniority of the person making it and how much thinking happens before the drawing starts. These are the 2026 ranges I see across the market. USD figures are approximate conversions.
| Who | Typical logo price | What you usually get |
|---|---|---|
| Marketplace or junior designer | €100–€500 (approx. $110–$550) | One mark, often built from stock shapes or a template, delivered as one or two files with limited revisions |
| Experienced freelance designer | From €1,100, most projects €1,500–€2,500 (approx. $1,200–$2,750) | A logo system with horizontal, stacked, icon-only and monochrome variations, all file formats, competitor checks and a clear rationale |
| Boutique studio | Rarely sold alone; identity packages from €5,000 (approx. $5,500) | A logo inside a wider identity, with strategy workshops and several concept rounds |
| Large agency | Rarely sold alone; programmes from €20,000 (approx. $22,000) | Research, positioning and naming, with the logo as one output of a large team |
If the logo is the whole job, the second row is the honest comparison point. Studios and agencies price the identity, not the mark, which is why their entry figures look so far apart. I explain that wider picture, including what a full identity system costs, in my guide to brand identity design cost.
What Actually Moves a Logo Quote
Two logos at the same price can be very different jobs, and two very different quotes can be for the same job. These are the factors that change the number, in rough order of impact.
- Number of concept directions. One direction refined is cheaper than three explored. Most standalone logo work starts with two or three initial concepts and refines one.
- Variations included. A modern logo has to work as a horizontal lockup, a stacked version, an icon on its own, and in a single colour. Each is a designed asset, not an export.
- Where it has to live. A logo for a website header is simpler than one that also has to survive on a bag, a sign, a van and a 32-pixel favicon.
- Research and checks. A quick look at the category is cheap. Checking the mark against competitors and known trademarks takes time and is worth it, for reasons I cover in how to know if a logo is too similar.
- Revision rounds. Two to three rounds is standard. Unlimited revisions usually means the designer expects to be told what to draw.
- Timeline. A rush job compresses the thinking, and most designers price that.
What a Standalone Logo Should Include
When I quote a logo on its own, this is the minimum set the price covers. Anything less and you will be back within a year paying for the missing pieces.
- A distinctive primary mark with a written rationale for the idea behind it
- Horizontal, stacked, icon-only and monochrome variations
- Vector files for print and scale (AI, EPS, SVG, PDF) and raster files for screen (PNG)
- Print-ready and web-optimised versions of each
- A short usage note on minimum sizes and clear space
That list is the Starter tier on my FAQ page: from €1,100, with most projects landing between €1,500 and €2,500. The full deliverables and process are on the services page.
Logo Versus Brand Identity: Where the Money Goes
The most common misunderstanding in a pricing conversation is asking for a logo when the business actually needs an identity. A logo is one mark. A brand identity is the system around it: colour palette, typography, layout rules, templates and a guidelines document that lets other people use the brand consistently. That system is why a complete identity starts at roughly double a standalone logo, and why the logo versus brand identity question is worth settling before you ask for a quote.
A simple test: if the brand will only ever appear in a website header and a social avatar, a logo may be enough for now. If it will appear on packaging, print, signage, presentations or anything made by more than one person, budget for the identity and read the brand identity pricing guide before you brief anyone.
When Cheap Is Fine, and When It Is Expensive
A €200 logo is not always a mistake. If you are testing an idea that may pivot in three months, a simple wordmark can carry you through validation. The cost appears later: generic marks fail to differentiate, badly built files fall apart at a print supplier, and lookalike designs carry legal risk. The businesses that regret cheap logos are the ones that kept the business and had to rebrand under pressure. If you are already there, my signs your logo needs a redesign checklist will tell you quickly.
Want a number for your exact scope? The logo brief takes about ten minutes and gives me everything I need to quote precisely, or book a free consultation.
Frequently Asked Questions
How much does a logo design cost?
In 2026, a basic logo from a junior designer or marketplace runs €100 to €500, an experienced freelance designer charges from about €1,100 for a standalone logo with most projects finishing between €1,500 and €2,500, and studios and agencies start higher because a logo is rarely sold on its own at that level.
Why is a €200 logo different from a €2,000 logo?
The cheap version is usually one mark in one file. The professional version is a logo system: horizontal, stacked, icon-only and monochrome variations, print-ready and web-optimised files in AI, EPS, SVG, PDF and PNG, and a mark that has been checked against competitors so it is both distinctive and safe to use.
Does a logo include brand guidelines?
Not usually. A standalone logo project delivers the mark and its file formats. Colour palette, typography, a guidelines PDF, social templates and stationery belong to a brand identity, which is why a full identity costs roughly double a logo on its own.
Sources: the market tiers and my own price list are the same figures published in my brand identity design cost guide and on the FAQ page, updated for 2026. The ranges for marketplace and junior work are my analysis of the current market, not a survey. Every project starts with a free consultation, so the number that matters is the one on your quote.