How Much Should a Logo Design Cost?

By
P. Brigham

You know that a logo is a cornerstone of a business. It's an essential part of the brand identity and is tasked with quickly communicating who you are and setting you apart from the competition.

You want the perfect logo for your business. You also want to be sure you are paying a fair price.

I've designed logos for numerous businesses over the years and have seen first hand the benefits of having a strong and recognizable logo. I also know how frustrating it can be to find the right designer at the right price. I've listened to many businesses share why they have felt anxiety or confusion during this process.

I hope to help you break down the different logo design options that are out there and give you a better idea of how much each costs and which option might be the best for you.

But before going into the specifics of logo design options, here are two bits of advice that will be useful in making your decision.

Being cheap carries the risk of buying a lemon. Remember that inferior products often turn out to be more costly in the long run.

Not everyone needs to order Steak. Do your research and invest in what gives you the best return and is within your means.

With that being said, let's look at the options.

Free - $0

Free is not ideal but understandable if the budget is not there.

If you are looking for a free logo, there are options like Free Logo Design or Brand Crowd. The process is simple. You type in the name of your business, a keyword or two, and like magic, you have a new logo. Some of these sites even let you edit the colors during the process.

Pro: You did not spend any money. Quick turnaround time.

Con: Your business, customers, or competitors are not considered, which will most likely result in a tone deaf logo.

A free logo is like being handed a lollipop, it's forgettable after a few minutes.

$50 - $400 Range

With this price range, there are a few options. Either you try to design something yourself, or you have a friend or relative who has a design program help you out. In either case, someone must have access to a design editing program.

Here are some of the programs most often used and the cost of purchase or subscription for each.

Adobe Illustrator or Photoshop: $35.99/mo per license
Sketch: $9/mo per editor
Canva: $9/mo per person
Affinity Designer: $55

I'm sure there are other options available. There are new technologies all the time, and prices are often becoming more affordable. However, the main problem with this approach is the learning curve involved. Expect to spend at least a third of your time learning how to use the application.

If you do not want to learn a new skill in addition to designing a logo, the next option in this price range is to ask a friend or relative who already has the experience. This person is likely someone who is just entering the world of graphic design. They may not have samples of their work yet, but they are looking forward to the opportunity to build a portfolio. Be prepared for the process to be a little bumpy, but be patient. Sometimes something really good can come out of it.

A third option in this price range is to buy a stock graphic. Sites such as Shutterstock, iStock, Vecteezy offer a wide selection of vector graphics at minimal cost. However, you should be aware that anything you buy stock is also available to everyone else. That means your logo will not be very own-able, let alone unique.

Pro: You saved some money. Learned a new skill.

Con: Chances are this approach will leave you wondering if your logo is right or not.

A $50 logo is like ramen for dinner. It serves its purpose, but you won't tell anyone.

$500 - $1000 Range

If I had to guess, I would say that most good logos were created in this price range. At the $500 to $1000 cost, you're hopefully able to work with a designer who has some experience. They would likely have samples of work that you can look at to get an idea of their style and skills.

Since this is one of the most popular price ranges, you'll need to wade through several designers to find the right one. Here are some online resources* to explore.

Fiverr - designers are rated by past clients which give you an idea of what kind of experience you might expect.
99designs - Open your brief to our entire design community. Designers submit their ideas and you pick your favorite design.
Dribbble - The project board is an exclusive resource for contract work. It’s perfect for freelancers, agencies, and moonlighters.

*I know you can also find designers on these online resources that are in the $50 to $400 range, but I would be careful about pursuing those.

Another way to find a designer in this price range is to ask around. If you see a small or mid-sized companies with great branding, email them and ask. Tell them how much you like their branding (they'll appreciate it), and ask them who they got their logo designed by.

If you contact a graphic designer and find that they are over your budget, ask them if they can recommend another designer. Most designers can easily list a handful of other designers they know.


Pro: Better chance of getting a skilled designer.

Con: Have to do some shopping to find the right one.

A logo in the $500 - $1000 is like pizza. Everyone loves pizza but it can still be hit or miss.

$2000 - $10,000 Range

Within this price range, you are basically guaranteeing you receive a quality logo. In fact, you should expect to get more than just a logo. You are now paying for a holistic brand. In the 2k to 10k range, designers should be experienced, think strategically, and have a solid process. The "let's check out some cool logo options" approach should not even be considered.

What you should expect in this price range is that a designer has solid experience. They also need to research your business, your competitors, and the industry thoroughly. At this level, a designer should have a methodical process that strategically leads you to multiple viable solutions.

Logo options, or better said branding options, should have a thought process behind each. You do not choose logos based on which one looks the coolest. You'll be working with the designer to answer questions like, "How will my customer feel when they see this?".

In addition to a logo, this level of design should also include the delivery of supporting brand elements such as fonts styles, color palettes, brand voice, brand guide, and so on. It all depends on the cost, but you should expect more than just a logo.

Pro: Confidence in your logo. Additional brand support.

Con: It costs more but you should expect it to pay off.

Consider a 2-10k logo like a good steak. Prices and quality may vary, but in the end it's still a tasty steak.

$10000+

There's another price range that I should include. Although, if you're considering this option, my guess is you've already done your research.

Hopefully, I've been able to help you determine how much a logo should cost.

Most everything in this article comes from my experienced opinion. However, I can't claim to know it all. If you read something in this article that you don't agree with I would love to hear about it. Send me a message in the contact form and let me know what you thought.


Want to deliver better quality designs to your customers?

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