How Much Does Logo Design Cost? An Expert Answers
Are you here because you’re unsure of the costs of building your new brand? Or maybe you’re just curious how much it would cost to update your dated logo?
Well, you’re in an excellent place to find out. We are a creative branding agency with over 20 years of experience building (and rebuilding) brands from the ground up.
And that typically starts with the logo.
Ultimately, for every business, the logo design is a real investment. However, determining how much to spend (invest) in your brand can seem tricky.
From the millions of freelancers to the thousands of agencies to even now the hundreds of ‘incredible’ logo makers and generators (slight sarcasm possibly?) – the range of options and costs associated with them is somewhat overwhelming.
I will look at the factors influencing the cost of logo design, giving you the best insights to make an informed decision. Whether you’re a new startup or an established brand looking for a refresh, this guide will help you budget effectively and find the best logo design approach for your needs.
TL; DR: Logo design cost can be all over the map depending on several factors, from the designer's experience to project scope and needs for customisation. Freelancers charge anything from £300 to £5,000, whereas agencies range from £2,000 to £50,000+. The highest level corporate logos cost an enterprise more than £100,000.
The Value of a Powerful Logo
To get an idea of the value of having a good logo design, just think of some of the most iconic brands – McDonald’s Golden Arches, the Nike Swoosh, or the classic Coca-Cola script.
These are all instantly recognisable and have become the most important visual to depict the brand’s identity.
When you have a professional logo design:
- It enhances brand recognition and recalls with consumers/customers
- It conveys a sense of professionalism and credibility in your brand
- It differentiates your brand from competitors
- It will increase customer loyalty and trust
- It can boost brand awareness and memorability.
Investing in the best logo design you can get is crucial for growth and success. It’s typically one of the first touchpoints customers will have with your brand – a custom logo can make all the difference to how your business is perceived.
And that is the power of a great logo design.
This single image represents your brand's personality, values and positioning in the market.
A good one can improve brand awareness and boost your marketing strategies. Studies show that a professionally designed logo can increase perceived value by as much as 14%. That’s a lot for very little investment.
So, while your logo may seem a small part of your overall brand identity, its importance shouldn’t be underestimated. It’s the face you present to the world – it must be done right!
Exploring the Factors that Influence Logo Design Pricing
Since we’ve seen the value in a quality logo, let’s get more specific on costs.
What goes into logo design cost precisely? Why is there such a wide range in pricing?
The truth is pretty simple. Many factors can impact the final costs.
The Designer’s Experience and Expertise
One of the biggest drivers of logo design cost comes from the experience and expertise of the designer/agency you work with. A teenage freelancer in design school will naturally charge a lot less than a creative director with a few decades of industry experience.
It’s like any industry, but you’re paying for their experience and knowledge that have taken years to obtain.
The Design Process and Revision Cycles.
A quick, one-and-done logo design will naturally cost less than an in-depth process that involves weeks (or months) of revisions and developments.
Agencies and seasoned professionals typically factor this time for research, concept development, strategy, presentation and revisions when quoting a project.
It’s like anything – if you pick something out of a catalogue, compared to having someone tailor something custom for you – one naturally takes longer (and is worth the extra cost).
The Scope of the Project.
Is this a quick logo representing a blog or hobby, or is this logo part of a larger branding project? The more comprehensive the scope, the higher the price tag will likely be.
Think about things like developing brand guidelines, additional marketing materials or stationery design, or additional assets – all of which will add to the cost.
Your Industry and Company Size.
Yes, this really does come into play. For example, why would a local pet shop with three employees cost less than a Fortune 500 brand that operates globally?
Think about that for a second.
Consider things like the adaptability of the logo design to various backgrounds, layouts, and various language or cultural changes that may be needed.
The pet shop may need signage, the logo on a polo shirt and maybe a brochure.
The Fortune 500 brand has a much larger need to have its logo design researched thoroughly for growth, adaption, and scale. What if they need business cards printed for non-Western-speaking offices? That giant centred logo doesn’t allow them to print names right-to-left in the way it was initially designed.
Research is vital.
Geographic Location.
Tying into a similar point above, the location of your designer or team can significantly impact their rates.
Logo design services in expensive cities like New York, London or Hong Kong will cost more than those in smaller, less affluent markets.
Exclusivity and Licencing.
Finally, in some cases, the level of exclusivity and licencing needed can drive up the cost of logo design. Naturally, all good logo designers will steer clear from clipart, instead creating bespoke designs with their skill – but what about fonts?
If you want a designer to custom-create a typeface for the logo design and branding, don’t expect that to be cheap. Of course, Helvetica is a timeless classic, but it will add to the bill if you want everything custom.
A Step-by-Step Guide to the Logo Design Process
OK, you have done your homework, found a designer you feel excited to work with, and are ready to start. What exactly can you expect from the logo design process? Here is a general overview of the typical steps:
1 – Discovery and Research
This would be initiated by understanding your business, the goals to be achieved, and your targeted audience. They would do some competitive research, explore industry trends, and reveal critical insights from which to take leads for the design direction.
2 – Concept Development
After the research, the creative team will begin brainstorming and sketching initial logo concepts. You can expect to receive 3-5 unique ideas during this process stage, each exploring a different visual approach.
3 – First Presentation and Feedback
The designer will present the initial logo concepts to you for feedback. This is where you get to have your say with him, point out your favourite, and provide input regarding the direction.
4 – Revisions and Refinement
The designer refines and develops the most promising logo concepts, keeping your feedback in mind. You may go through multiple revisions until you arrive at the perfect design.
5 – Final Deliverables and Guidelines
The designer will finalise the logo and furnish the final files to you in various formats, complete with brand guidelines, so that your logo is appropriately used on all your marketing materials.
6 – Implementation and Launch
The final stage is to begin using your new logo on your website, social media, business cards, and any other touchpoints that apply. This is the exciting time of revealing your refreshed brand identity to the world!
Typical Logo Design Pricing Ranges
Keeping all the factors mentioned above in mind, here are some general ranges for the cost of logo design services.
Do-It-Yourself And Crowdsourced Logos
On the low end, you can get logo design services on Fiverr or 99designs, starting at £5 to £100. These are usually crowdsourced – in other words, not great – or are done by less experienced freelancers. Most are hit or miss in quality, and I always advise more control in the design process.
Freelance Designers
Independent logo designers charge between £300 to £1,500 for creating a simple logo, assuming they have just a few years of experience.
More experienced freelancers may set any price between £1,000 and £5,000, depending on the project's complexity and how well-regarded their services are.
Design Agencies
Professional design agencies cost more, but you will appreciate the level of your collaborative design process with them.
For logo design, agency prices start at approximately £2,000 and can go to £15,000.
Top-tier agencies can charge upwards of £50,000 for comprehensive packages in brand development.
Enterprise-Level Logos
On the high end, large corporations and global brands can spend upwards of £100,000 or more (yes, millions) for a new logo design. Typically, these are highly strategic, multi-year projects handled by well-renowned design studios.
These are rough estimates, and the actual cost differs based on the abovementioned factors. The critical issue is to get a designer or agency that can provide high-quality and customised work for your business within your budget.
How to Choose the Right Logo Designer for Your Budget
With so many logo design price ranges available, how will you know which option best suits your needs and budget?
Here's a getting-started guide with a few tips below to help you get started. Indeed, here's how:
Define Your Goals and Budget
Start by clarifying what you are looking for in a logo design.
What aesthetic are you trying to convey? What are your must-have features or non-negotiables? And most importantly, how much can you realistically afford?
A solid understanding of your goals and budget will go a long way toward cutting through many other options.
Research and Compare Portfolios
With a clear idea of what you are looking for, it's time to begin researching designers and agencies.
Check out their portfolios, read their reviews, and understand their style and approach.
Just because a designer has the lowest price does not mean he is the best fit; make sure his work appears to align with your vision.
Consider the Entire Scope of Work
Remember that logo design is often just one piece of a greater branding puzzle.
As such, ensure you know precisely what's included when fielding quotes.
Will you also receive brand guidelines, business cards, social media assets, etc.?
The more holistic the package, the greater the value you might be receiving.
Quality over Quantity
Attempting to have the most “bang for your buck” in logo design may be tantalising. However, one must avoid the compulsion to select the lowest bidder.
A well-designed and high-quality logo that will serve your brand over a long period is a lot wiser than some cheap, generic mark, which you will end up replacing down the line.
Trust Your Instincts
The design of your logo is, in the end, quite personal.
You want to feel happy with your designer or agency, a relationship where you feel comfortable giving that person carte blanche to interpret your vision.
Never be afraid to trust your instincts – the perfect creative fit makes the process seamless and painless.
How to Get the Best Value for Your Logo Design Investment
Now that you have a relatively good idea about how logo design pricing works, here are a few ways you can maximise value in your investment:
- Clearly Define Your Needs: Make sure to pinpoint exactly what your brand is and who your audience is when approaching designers. The more detailed the brief, the better the designer can tailor the approach.
- Compare Designers: Take your time with the first designer that comes your way. Review portfolios, read reviews, and compare pricing versus service provided to find the best fit for budget and needs.
- Communicate Openly: Be open and transparent with the designer throughout the process. Give detailed feedback. Be responsive to their questions. Be ready to collaborate with them until you get the final logo that works for your vision.
- Phased Approach: If your budget is the problem, consider breaking it into phases, with a core logo design and other brand identity elements later.
- Quality trumps cost. Budgeting is one thing; don't let an inferior product be the basis for your company's reputation. A well-designed logo could pay off with increased brand recognition and consumer trust.
- Cover the proper licensing: Understand the licensing and usage rights regarding the logo design. Secure the correct permissions and protections in place. If you are not completely satisfied with the initial concepts, give specific constructive feedback that will help to guide the designer to your perfect logo. Avoid vague or overly subjective critiques.
- Be Flexible and Open-Minded: Design can be an iterative process, and one should be open to innovative ideas and suggestions the designer may bring in. Quite often, collaboration produces the best results.
Remember that a great logo is an invaluable investment that could continue to pay dividends in your business long into the future.
By understanding the factors that drive the price of logo design and following these tips, you will be well on your way to finding that ideal designer who can help bring your brand vision into reality.
Conclusion: Unlocking the Value of a Compelling Logo Design
Because the cost of logo design is complicated, with the correct information and strategies, you might get a solution that fits your budget and meets your business needs. Remember, a well-designed logo is an empowered tool to lift your brand image, build customer trust, and thus contribute toward the long-term success of the business venture.
By understanding the factors that determine the prices of logo designs, considering the various price levels for custom logos, and following our tips, you will be better positioned to reach the best possible decision and invest in a logo that truly captures the soul of your brand.
Frequently Asked Questions
How much can I expect to pay for a logo design?
The cost of logo design can vary from as low as £50 for some type of low-end DIY or crowdsourced option to over £50,000 for a high-end, bespoke design from one of the leading agencies. Indeed, the sweet spot falls between £500 to £2,500 for many small to medium businesses.
Would hiring a professional designer be worth the investment compared to a DIY or crowdsourced option?
Yes, even if it means hiring an experienced designer at higher rates, it would be an excellent investment. A good logo design can make all the difference in credibility and set your brand apart, leaving a long-lasting impression on your target audience.
What must I decide when choosing a freelance designer or a design agency?
Freelance designers generally provide more personalised attention and lower rates. Design agencies offer options for a team-based approach, even more services, and a more expansive brand strategy. Consider your budget, the complexity of your project, and the level of support you may need.
How many logo design concepts can I get?
The number of logo design concepts you will have can vary, but a good starting point is usually 3-5 unique concepts. This lets you see creative approaches and forms a good base for feedback and refinement.
How many revisions does a typical logo design project include?
Depending on the individual designer's or agency's process, it can range from just a few to unlimited. Ensure you understand and ask about the revision policy beforehand to avoid surprises or additional costs.
Do I need to buy the entire copyright and ownership of the logo design?
Always advisable, the whole copyright and ownership of the logo design are necessary for free usage and making changes whenever required. Some designers or agencies may allow only a limited license or shared ownership, restricting your rights to the usage of a design.
How long does a logo design process usually take?
It depends on a designer's or agency's workload, as well as on the level of the project's complexity. Still, the average well-done logo design process usually takes 2 to 8 weeks.
Can I negotiate the cost of designing a logo?
You can often negotiate with freelancers or smaller agencies regarding logo design prices. Just know exactly what you want, provide the scope of work, and then show your understanding of market rates.
What if I do not like the final logo design?
Any good designer or agency will revise it for you or give you a money-back guarantee if you are not satisfied with the final design of your logo. Before starting the project, understand the revision policy and any limitations.
Should I consider crowdsourcing or a logo design contest?
Logo design contests and crowdsourcing platforms are low-budget options that sometimes require hit-or-miss quality or originality. You must carefully review the submissions to ensure the final logo meets your brand vision.
How do I ensure my logo design is unique and does not infringe any existing trademarks?
Responsible designers or agencies perform trademark searches and design research to go through a review stage to ensure that the logo is unique and that no intellectual property has been infringed. It's also a good idea to trademark the logo design officially for greater protection.
What file formats should I be delivered for the final logo design?
The designer or agency shall provide the final logo in several file formats, including but not limited to vector-based files such as SVG and EPS, which are used for high-quality, scalable reproductions, and also raster files like PNG and JPG for digital and print applications.
