Whether you own a startup or established business, having a professional logo is beneficial on many levels. It builds trust, increases awareness, creates an emotional attachment — and ultimately, can deliver new customers. But how much should it cost?
While the range of logo design prices covers a broad spectrum, if you’re not in the graphic design industry, it may be confusing to know what’s reasonable since the price varies by designer. Not many logo design guidebooks exist, and logo designers are free to charge whatever they wish. Some may choose to charge extremely high prices while others may choose to charge rock-bottom prices just to get business. To avoid confusion, try to stay within your price range and pay a price that makes you comfortable. In the end, the price should be fair and equal to the time spent on the task.
A reasonable logo design starts at $100
One should expect a simple logo design to cost approximately $100. A simple design is typically a logo with a well-defined company name and mark. Intricate patterns and complex lettering may increase the price of the logo. The finished design should be clear, unique and professional. The definition of simple will vary from person to person, which is why it is important to find a designer who works with their customers throughout the design process. An experienced designer will be able to produce good work if they have clear instructions.
Bottom line: At this price point, the designer should provide at least two concepts and two rounds of changes if the customer should need them.
An intermediate design warrants a $400 to $700 price tag
A logo design with intricate patterns and fonts typically costs twice as much as a simple design, so expect to pay at least $400. The higher price tag typically comes with extras, including up to 10 original logo designs to choose from and unlimited changes until you are pleased with the results. A reputable company will provide custom concepts for business cards, envelopes and letterheads as well. You should also expect to receive a minimum of three concepts for each type of stationery.
Bottom line: Spending more gets you more bang for your buck in the way of creative talent and additional design services. Expect a sophisticated logo, saved in a variety of formats for your print and online branding needs.
Complex logo designs run $1,000 and up
If you’ve been in business for a while, and you’re ready to invest in the perfect, custom logo for the long-term, then it’s time to step up your game. Investing upwards of $1,000 will get you a team of dedicated designers with the knowledge and expertise to develop a powerful, creative logo with just the right blend of shapes, colors and typography. You’ll also get a higher level of specialty branding services requiring art direction and long hours spent at the drawing table. A reputable company will provide you with full ownership of your logo design, including all the files, fonts and color codes.
Bottom line: This investment delivers more illustrative, complex logos with custom artwork and the right look and feel for your business.
Strapped for cash? Try a DIY logo.
If you’re just starting out and don’t have a big marketing budget or you need a branding solution for the short-term, then a do-it-yourself logo is a good choice. For example, if your business is hosting a one-off concert, party or gala, you may not need to invest buckets of time and money to get results. A DIY logo can help boost awareness without the upfront costs of a team of designers. With an online logo generator, such as the Deluxe Logo Maker, you’ll receive your new logo as quickly as you can create it. And you really can’t beat the low price tag — think $40 or less.
Bottom line: For shorter-term branding, you can get a basic logo yourself for an affordable price.
With so many logo design services out there and such varied price points, you’re sure to find one that fits your needs and your pocketbook. Just be sure to consider the reputation of the designer or logo design company. Look for guarantees, samples of previous work and positive reviews. Also, find someone who is willing to hear about your unique business — whether it’s via an initial phone conversation or by completing a helpful creative brief, you want to be sure you designer cares about what sets your business apart.
Editor’s Note: This post was originally published in July 2014 and has been revamped and updated for accuracy and relevance.