What changes the price of a logo?

When you collect quotes for a logo, it is normal to see prices that are far apart. The difference is rarely in the logo itself; it is in what you receive along with it. This guide explains what sets the price and how to compare quotes.

Five things that set the price

1. Scope: a logo, or an identity?

A single logo and a brand identity with defined colours, typefaces and usage rules are not the same job. Both the price and the timeline differ. If you are not sure which one you need, see What does a brand identity include?

2. How many options you will see

Every option is a separate piece of design work. If you want to see five directions, five logos are drawn. If you already have a clear idea, working on a single direction lowers both the time and the price.

3. Revisions

The number of revision rounds should be written in the quote. The questions asked at the start matter as much as the number of rounds: a good brief reduces the need for revisions. You can prepare one in a few minutes with our design brief tool.

4. The files you receive

For a logo to be usable, it has to be delivered as vector files (AI, EPS, PDF, SVG) along with ready-made PNGs. A logo delivered only as a JPG will not work for a sign or a printer; you will have to pay to have it redrawn. The logo file guide shows which file is used where.

5. Usage rights

It should be in writing that the usage rights pass to you once payment is complete. A logo adapted from a ready-made template, or one that resembles another brand, can cause trouble later when you register a trademark.

Where a cheap logo becomes expensive

• Without a vector file, the logo has to be redrawn for a sign, a vehicle wrap or packaging.
• Without colour codes, every print run comes out in a different shade.
• Without a single-colour and a small-size version, the logo cannot be read on a stamp, an invoice or a social media profile.
• If the logo is not original, you may one day have to change it. Then the sign, the packaging and the business cards are reprinted too.

None of these costs appear in the price of the logo, but you pay them in the end.

Five questions to ask before you commission

1. Which files will I receive?
2. How many options will I see, and how many revision rounds are included?
3. Do the usage rights pass to me?
4. How long will the work take?
5. Is tax included in the price?

If these five answers are not in writing, you cannot compare two quotes; you are only comparing two numbers.

How we work

Our starting prices are stated openly on the Services page; revisions, timelines and delivered files are covered in the frequently asked questions on the same page. To see where your own project would start, use the price estimate tool. We always send scope, timeline and price as a written quote.