In this post, we’re going to tackle the age-old question: How much does a logo cost? We’ll share some figures, but ultimately, the price of a logo depends on the graphic designer or design studio you choose to work with. Have you checked out our post on logo design trends for 2020?
By now, it goes without saying how crucial it is to have a strong logo—it’s the foundation of your entire brand identity. That’s why it’s so important to choose wisely when selecting the person or agency to design your logo. You might work with a freelance designer, a mid-sized or large agency, or, if you’re not too concerned, your cousin’s tech-savvy friend who’ll do it for a ham sandwich.
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*By the way, you might also find this post useful: How much does a website cost?
*Your cousin’s friend who “knows computers”
Your company’s logo is the first thing people see, even before you start a conversation with a potential client. That’s why your logo needs to encapsulate, in a single image, everything your business stands for.
At a glance, a logo should quickly communicate:
- The industry you’re in
- Your target audience
- Professionalism
How much does logo design cost?
The designer’s reputation will determine the price
The reputation and experience of the designer or design studio you hire is one of the biggest factors in determining how much a logo costs.
As you’d expect, a seasoned, well-known designer will charge more for a logo than someone just starting out. Think of it like buying a bag at a local market versus a luxury brand—the price difference can be huge. It all comes down to your budget and your needs.
Here are some rough price ranges:
- Your cousin’s friend who “knows computers”: from a ham sandwich (Iberian, of course) up to €20
- Freelancer: €350 to €1,800
- Mid-sized agency: €600 to €2,200
- Large agency: €1,000 to €10,000
- World-famous designer: from a Lamborghini up to €1,000,000
As you can see, the price range is huge, but as we’ve said, it all depends on your choice.
How many logo options will you get?
It’s important to know whether the quoted price includes one, two, three, or more logo concepts.
If you’re on a tight budget, you’ll likely get just one version.
With a higher budget, you might get a “we’ll keep working until you’re happy” approach. This is one of the key factors that affects how much a logo costs.
What about revision rounds?
Similarly, you’ll want to know how many rounds of revisions are included. As with the number of concepts, the number of revisions typically depends on the price you’re paying.
Company size matters
Naturally, the price you’re quoted will also depend heavily on the size of your business.
Generally, a startup won’t pay the same for a logo as a globally recognized company.
So, if you’re just starting out, it probably doesn’t make sense to hire a world-famous designer. On the other hand, if you’re running an established company, you probably shouldn’t leave your logo in the hands of your cousin’s friend who “knows computers.”
Is it just the logo?
Another common question when starting a logo design project is whether the price covers just the logo, or if it includes the full brand identity. This is an important factor in determining how much a logo costs.
Corporate materials like business cards, brochures, envelopes, etc., are usually not included in the logo price and are typically quoted separately.
What about a style guide?
If you’re commissioning a logo, you’ll also want to know if a style guide is included in the price.
A style guide outlines how your logo should be used, including rules for using it on dark backgrounds, over images, and more.
The depth of the style guide can vary depending on your needs.
If you want to save on costs, you could ask to skip the style guide, or settle for a very basic one.
Have you checked out our post on logo design trends for 2021?
Art is hard to put a price on
As everyone knows, art is notoriously difficult to value. Just look at the prices of paintings by world-famous artists.
So, asking how much a logo costs is a bit like asking “how much does a painting cost?” The price will always depend on the artist’s reputation.
Since logo design is a highly creative process, the same logic applies.
The price of some of the world’s most recognizable logos
Just for fun, here are the prices of some of the most iconic logos of our time.
The new Pepsi logo cost a whopping $1,000,000. Designed by Arnell Group in 2008.
The BBC’s iconic logo cost $1,800,000 to redesign in 1997.
British Petroleum (BP): $211,000,000. Redesigned in 2008.
Google. The original logo cost… $0. It was probably designed by someone’s techie cousin, paid with a ham sandwich very buttery sandwich (in the US, it’s all about bacon and butter). Of course, the current redesign you see today likely wasn’t so cheap.
Nike’s original logo cost just $35. Let’s give the cousin’s friend a break.
Some key points to consider
Before hiring a graphic designer or design studio for your logo, make sure to:
- Do you love their previous work? If not, keep looking—there are plenty of talented designers out there.
- Is their price in line with the market average when compared to other studios?
- Did their initial communication seem professional?
- How many different concepts or revisions are included?
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This is where we come in
We can design your logo—without the hard sell. We do it right. Get in touch with us.
Alright. That’s enough.
Have you checked out our post on logo design trends for 2021?
How much does it cost…
You might also be interested in this post: How much does a website cost?