How Much Does a Logo Cost? Logo and Brand Identity Pricing

How Much Does a Logo Cost and What Drives the Price

A logo is the mark by which you are recognized: a symbol, lettering or a combination of the two. Prices for it vary widely because the market is split into several tiers. According to public logo price guides (for example from ManyPixels and Shopify), the picture is this: templates and marketplaces with a logo for a few dollars or euros; freelancers from a few hundred to a couple of thousand; agencies at several thousand and up, with large rebrands an order of magnitude more. These are benchmarks from other people’s price lists, and every provider has its own terms.

What affects the price

• Research. A cheap logo is drawn from a short description. In an expensive one, the market and competitors are studied before drawing starts.
• The number of concepts and rounds of revisions. One concept is cheaper than three, but you have no choice.
• The set of files. Whether you need a vector (SVG), versions for dark backgrounds, an icon for the website and social media.
• Rights. Who owns the logo after payment: you or the provider.
• Urgency and experience. A specialist with a portfolio costs more than a beginner, and rush work costs more than planned work.

What is included in our €590

The Logo package: 3 concepts to choose from, 2 rounds of revisions, colors and fonts, all file formats (SVG, PNG, PDF) and versions for social media and the website icon. The timeline is 5–7 days from the moment we receive the completed brief. If you also need a website, the logo can be added to the order as an extra.

What Is Brand Identity?

Brand identity is everything a person sees and uses to recognize a company: the logo, colors, fonts, photography style, and the design of business cards, presentations, packaging and the website. Put simply, it is the “face” of the company. The logo is only part of it.

It helps to tell three concepts apart:

• The logo is the mark.
• Brand identity (visual identity) is a set of design elements and rules for using them, so that your business card, website and social media look like one company.
• The brand is what people think and feel about you: the promise, reputation, voice. It is built from identity, but also from the product, the service and reviews.

That is why a beautiful logo does not make a brand, and poor service in beautiful packaging does not last long. But a single visual language saves money: you do not invent every new piece from scratch, you assemble it from ready rules. For a new business this matters especially, since the first impression usually forms from the website and social media profiles. If you do not have a website yet, see how much a website costs.

How Much Does Brand Identity Cost

Brand identity costs €1,290 with us, and takes 2–3 weeks. The package includes:

• everything from the Logo package;
• a business card, letterhead and a presentation;
• social media templates;
• patterns and icons;
• short guidelines for using it all.

The price is fixed and known before work begins, with no “individual quote”. How does brand identity differ from a logo in money terms? A logo answers “how will people recognize us”, and identity answers “how does everything else look”, so it includes applications and ready templates you will use every day. You can start with a logo and later expand it into an identity: the finished logo becomes its basis, and you do not have to redo it.

How to prepare for the brief

So that the logo works out in the first or second attempt, collect in advance: what you do and for whom, three competitors and what you like or dislike in their design, examples of marks you like, and the places where the logo will live most often (website, signage, packaging, social media). This saves one or two rounds of revisions and speeds up the timeline.

If you need one look for a website and an app under shared rules (buttons, colors, fonts, screens), see the product design system from €1,990. It is for projects with a complex interface, which we cover in how much an app costs.

Brand Guidelines: What’s Inside and Examples

A brand book (brand guidelines) is a document with the rules for using the brand. It exists so that any new designer, contractor or employee can make material “like yours” without asking every time. Good examples of guidelines are easy to find publicly from large companies, and they show the general structure.

What a brand book consists of

1. About the brand. Mission, values, who you are for and how you differ.
2. The logo. Primary and compact versions, clear space around the mark, minimum size, incorrect uses.
3. Colors. Primary and secondary, codes for screen (HEX, RGB) and print (CMYK).
4. Fonts. Headings, body text, fallback fonts and typesetting rules.
5. Imagery. The style of photographs, illustrations and icons.
6. Brand voice. How you speak: formal or casual, whether you joke, which words you avoid.
7. Application examples. A business card, website, social media, packaging.

Short guidelines or a full brand book

The €1,290 brand identity includes short guidelines of a few pages: logo, colors, fonts and the main applications. A full brand book with positioning, brand voice and templates for the website and advertising is part of the Full branding package. If you have a small team and one designer, short guidelines are usually enough. If materials are made by different people and agencies, you need the full document.

Full Branding Package: When You Need It

The “full branding package” is a path from an idea to a finished system: positioning and USP (how you differ and why people choose you), naming with domain checks, a logo and brand identity, a brand book and templates for the website and advertising. It costs €2,990 and takes 4–5 weeks.

It makes sense when you launch a business from scratch and have no name yet, or when you enter a new market and introduce yourself anew. If you already have a name and just want to look professional, a logo or brand identity is enough. You can also take separately:

• Naming, €490: name options with domain checks;
• Positioning, €990: how you differ from competitors and how to talk about it;
• Packaging design, from €790;
• Rebranding, from €1,490: a brand audit and an update of the logo and materials;
• Expert personal brand, €1,990.

It is better to check a name not only for meaning but also for domain availability and possible conflicts with other people’s marks. The final trademark check in your country is done by a lawyer.

Build Your Package and Work Out the Cost

Choose a base package and tick what you need in addition. The calculator will show the total and the timeline. Note that the “Full branding package” already includes naming and positioning, so when you choose it you do not need to tick those items. Packaging shows a “from” price: the exact sum depends on the number of items and shapes after the brief.

Do not rush to buy everything at once. A good sequence for a new business: a logo, then brand identity when the first customers and materials appear, then a full brand book when several people join the team and materials are produced without your involvement. This path requires no extra spending at the start and takes already paid stages into account.

An example calculation

A coffee shop in your city opens in two months. There is no name, and there are many competitors. A reasonable set: the Full branding package for €2,990 (naming, positioning, logo, identity and a brand book are included) plus cup packaging design, for example from €790. That comes to about €3,780 over 4–5 weeks. If the budget is half as big, you can take naming at €490 and a logo at €590, and add identity and packaging after opening.

Logo Rights and Trademark Protection

Before paying, clarify three things.

1. Who owns the rights. The terms should be written into the contract. With us you receive the source files and all file formats, and use is not limited by subscriptions. Your lawyer handles the legal transfer of rights in your country.
2. Originality. Standard solutions from templates and generators can repeat other people’s marks, and such a logo is harder to protect as your own. AI-generated images also call for caution: copyright rules for them differ between countries.
3. Fonts and materials. Fonts have licenses, and not all allow commercial use without a purchase. You need to know which fonts are handed over to you and on what terms.

If the brand is long-term, consider registering a trademark. It is done at a national office (in the US the USPTO, in the UK the UKIPO) or through the international system (the World Intellectual Property Organization, WIPO, and the EU Intellectual Property Office, EUIPO, for the EU). Timelines, cost and chances depend on the country and the class of goods, which is a question for a trademark attorney. We do not give legal opinions.

A practical tip: keep the brief, the correspondence about concept approval and the file acceptance record. If a dispute over authorship or terms of use arises later, these documents will help a lawyer reconstruct the picture.

How to Choose a Designer and Avoid Mistakes

• Ask for a portfolio with the brief, not only pictures. Why it was done this way and who it helped.
• Clarify what is included. How many concepts, revisions, file formats, and whether there are short guidelines.
• Ask about rights and source files. Whether vector files are handed over and whether any restrictions apply.
• Compare logos in real conditions. On a website, on a business card, as a 32-pixel icon and on a dark background. This is how we present concepts.
• Beware of “black boxes”. A price without a scope or endless revisions with no deadline are reasons to be wary.

The principles for choosing a contractor for a brand are the same as for a website: open terms, a clear process, documents. We covered a detailed checklist in how to choose a web agency and avoid mistakes. If you are launching a business and a website, the article how to build a business website will suggest the order of steps.

What to Choose in Your Situation

• The business is just launching and the budget is limited. The logo for €590 and a simple website. Add the rest as you grow.
• You need to open a company quickly and prepare a website for the bank. The “Website in 24 hours” for €599 with a logo for €590 as an add-on.
• The business already works but looks scattered. Brand identity for €1,290.
• Launching from scratch: no name and no clear idea of how you differ. The Full branding package for €2,990.
• The old brand no longer reflects you. Rebranding from €1,490 with an audit.
• You are an expert selling yourself. A personal brand for €1,990.
• You work in several markets. Check how the name sounds in each language and that it has no unwanted meanings, and that the fonts support the alphabets you need.

Prices for all services are on the Pricing page.