How much does logo design cost?

Everything You Need to Know About Logo Pricing (and What You’re Really Paying For)

If you’re wondering how much logo design actually costs, the short answer is: it depends.

The longer answer? Well, that’s what this blog is for ;)

Whether you're DIYing your first brand or investing in a professional rebrand, here’s what to know about logo design pricing—plus a breakdown of the common price ranges, how different pricing models work (and which one I recommend), and what you’re really paying for when you hire a designer.

How much does logo design cost?

Before I dive into the cost breakdown I feel it’s important to distinguish between the cost of investing in a logo vs. an entire brand identity.

And if you’re like, but wait, aren’t they the same thing?

No, my friend. And here’s why.

There’s a big difference between buying a logo and investing in a full brand identity. A logo is just one piece of the puzzle—it’s the mark that represents your business. A brand identity, on the other hand, includes your logo plus a cohesive system of colors, typography, imagery, voice, and strategy that work together to shape how people experience and remember your brand. One is a symbol. The other is the full story.

Alright, now that we’ve got a greater understanding of what a logo actually entails, here’s a quick overview of what logo design might cost, depending on who you hire and what’s included:

• DIY or logo generator: $0–$50
• Freelancer (beginner to mid-level): $250–$2,000
• Professional design studio or strategist: $2,500–$10,000+
• High-end agency or brand consultancy: $15,000–$100,000+

Yep, that’s a huge range. But it’s not just about the price—it’s about the process, strategy, usage rights, and long-term value.

Why do logo prices vary so much?

You’re not just buying a logo file. You’re investing in the thinking behind it. A great logo isn’t just pretty—it’s strategic. It helps people recognize and trust your brand, sets you apart in the market, and gives you a foundation to build on.

Some things that impact the price:

• Designer’s experience and expertise
• Depth of strategy and research
• Number of concepts and revisions
• File types and brand assets delivered
• Usage rights (how and where you can use it)
  
  

Logo pricing tiers: low, mid, and high

Low Range ($0–$500):

You’ll find these on Fiverr, logo generators, or beginner freelancers. They can be a good starting point for hobbyists or shoestring startups—but usually lack originality and strategic thinking. Expect limited revisions and minimal rights.

Mid Range ($750–$2,500):

This is the sweet spot for many small businesses. You’re working with a skilled freelancer or boutique studio who offers a thoughtful, collaborative process—often with research, concept development, and more robust files included.

High Range ($3,000–$10,000+):

This is where things get more comprehensive. You’re not just getting a logo—you’re getting brand strategy, a visual identity system, and guidance on how to use it. Ideal for businesses ready to scale or rebrand with intention.

Hourly vs. project-based pricing

There are two main ways designers charge:

Hourly:

• You pay for time spent
• May feel more “affordable” at first
• But can add up fast—and makes it hard to predict the final cost

Project-based:

• Flat rate for the scope of work
• Easier to budget and plan
• Encourages better process, clearer expectations, and trust on both sides

My take on which pricing model is best

Project-based pricing is best for everyone involved. You’re paying for value, not hours. And as a designer, I want to focus on solving problems—not watching the clock.

What factors affect logo design cost?

Some designers price higher or lower based on:

• Experience — seasoned designers charge more because they bring more to the table
• Deliverables — are you just getting a JPG, or a full logo suite with icons, color versions, and usage guidelines?
• Strategy — is your logo based on real research and positioning, or just made to look “cool”?
• Revisions — are you allowed 1 round, 3 rounds, or unlimited changes?
• Licensing — will you own the design fully, or only be allowed to use it in specific ways?

Pro tip: Always ask what’s included before comparing price tags.

What to expect from a good logo process

At Good Brand Partners, our logo design process is collaborative and strategic—whether you’re a solo entrepreneur or a growing team. Here’s what that usually includes:

1. Discovery – understanding your goals, audience, and what makes you different
2. Research – exploring competitors, inspiration, and trends in your space
3. Concept Development – creating unique, aligned design directions
4. Refinement – narrowing in on your favorite and polishing it up
5. Final Deliverables – delivering logo files + usage instructions so you can show up consistently

This approach gives you not just a logo—but a foundation for your entire brand identity.

So… what’s the best value?

If you’re just testing an idea, DIY might be fine. But if you’re building a business you want to grow, it’s worth investing in a logo that’s rooted in strategy and designed to last.

Look for a designer (or agency) who takes the time to understand your brand, communicates clearly, and provides more than just a pretty file.

Final thoughts + next steps

A logo isn’t your entire brand—but it’s often the first thing people notice. So whether you’re starting fresh or evolving your brand, the right logo design can set the tone for everything that follows.

If you’re ready to create a visual identity that feels aligned, confident, and built to grow with you — let’s talk about working together. Or if you’re not quite there yet, check out my DIY brand course.