How much does a logo cost, and why does the price range from €100 to €1,500?

You are not paying for a file, you are paying for decisions

A logo ends up as a small file that could be drawn in half an hour. That is why the price surprises people. But what you pay for is not the drawing — it is the path to deciding which design is the right one.

A designer has to understand who you sell to, where the logo will appear and what you cannot afford to look like. They prepare several directions, discard most of them, refine the chosen one, and make sure it works both on a sign above your door and in a small circle on Instagram. That part — the thinking and the discarding — is most of the invoice.

So the useful question is not "how many hours is this?" but "how many different solutions will I see, and who has thought about them?"

What you get at each price level

The range is not random. In practice it breaks down roughly like this:

• Up to €150. Usually one solution, often typographic or assembled from stock icons. Few or no revisions. For a business starting out on a tight budget this can be perfectly reasonable — you just need to know what you are buying.
• €250 to €500. Several concepts, revisions of the chosen direction, and every file format for print and web. This is the range where you get a logo you will not be replacing for years.
• €600 to €1,500. The logo together with a colour palette, typography, usage rules and basic stationery — an identity rather than just a mark.
• Above €2,000. Typically agency work with market research, competitor analysis and an extensive usage manual. Worth it for brands with multiple products or international ambitions.

Tip: There is no rule that more expensive is better. There is a rule that at the lowest prices something is dropped — most often the number of concepts, the revisions or the file formats. Ask exactly what has been left out.

Where the prices actually differ

When you compare two quotes, the difference is almost always in these five points:

• How many concepts you get, and whether they are genuinely different directions or shades of one idea.
• How many rounds of revisions are included before extra charges begin.
• Whether you receive vector files. Without them the logo cannot be enlarged without losing quality.
• Whether illustration is involved. A drawn symbol is far more work than a well-set name.
• Whether usage rules are included — minimum size, clear space, a version for dark backgrounds.

Vector files: the one thing not to compromise on

If you remember one thing from this article, make it this. You must receive the logo in vector form — most often as SVG, PDF or EPS.

A vector file is not made of pixels but of described shapes, so it can be scaled up to the size of a billboard or down to the size of a stamp with no blurred edges. An image file (PNG, JPG) cannot do that.

What happens without one: the first printer tells you the file is unusable, somebody redraws the logo by eye, and a year later you have three versions of your mark that are not quite identical. That is expensive in a way that never appears on an invoice.

Tip: At handover simply ask: "Do I also get the SVG and PDF?" If the answer is not a clear yes, keep talking before you pay.

When a logo is enough and when you need an identity

A logo on its own is enough when you will use it in one or two places — on your website and on a vehicle, say — and prepare everything else as you go.

An identity makes sense once you will be producing material regularly: social media posts, flyers, quotes, menus. Then the colours, typefaces and layouts are decided once and everything after that is quicker to produce. The saving shows up around the third or fourth item.

If you are unsure, the honest answer is usually: start with the logo and build the identity when the need appears. With us logo design starts at €290 + VAT and a basic identity at €590 + VAT — the full overview is on the graphic design pricing page.

Five questions to ask before you order

Whoever you choose, these questions prevent most later disappointments:

• How many different concepts will I see, and are they genuinely different directions?
• How many rounds of revisions are included in the price?
• Which files will I receive — are vector files among them?
• Can I use the logo without restrictions after payment, and do I get the source files?
• What happens if none of the directions works for me?

Tip: The last question tells you the most. A serious provider has an answer ready, because it occasionally happens to everyone.

And what about logos made by AI?

Tools that produce a logo in seconds are available to anyone now and are perfectly usable for some purposes — presenting an idea quickly, or a business where the visual identity is not important.

Two things are worth knowing. First, such tools often return an image rather than a vector file, which puts you straight back into the problem described above. Second, usage rights differ between providers, which matters if you ever want to register the mark as a trademark.

For many people the sensible route is somewhere in between: find the idea yourself, and have a designer turn it into something usable and technically correct.