"How much does a logo cost?" might seem simple, but logo pricing spans from $5 on crowdsourcing sites to $50,000+ for full brand identities from top agencies. The gap reflects differences in process, deliverables, strategic input, and legal ownership. This guide breaks down logo costs by provider type, scope, and what affects price—so you can budget fairly and avoid costly mistakes.
Key Takeaways:
- Logo costs range from $5 (crowdsourcing) to $50,000+ (top agencies)
- Full brand identity costs 3–5x more but delivers a complete visual system
- Always get vector files (AI, SVG) and written IP ownership terms
- Match investment to business stage—don't overspend or underinvest
Logo Cost Ranges at a Glance
| Provider/Approach | Logo-Only Range | Full Brand Identity Range | |------------------|-----------------|---------------------------| | Crowdsourcing (99designs, Fiverr) | $5–$500 | $200–$2,000 | | Freelancer (junior) | $200–$800 | $800–$3,000 | | Freelancer (experienced) | $500–$2,500 | $2,000–$8,000 | | Freelancer (senior/specialist) | $1,500–$5,000 | $5,000–$15,000 | | Small design agency | $1,000–$5,000 | $5,000–$20,000 | | Mid-size agency | $3,000–$15,000 | $15,000–$50,000 | | Top-tier/boutique agency | $10,000–$50,000+ | $50,000–$150,000+ |
Logo-Only vs. Full Brand Identity
What you're actually buying matters more than the word "logo."
Logo-Only
Typically includes:
- 1–3 logo concepts
- 1–2 revision rounds
- Final logo files (PNG, JPG, SVG, etc.)
- Basic color specifications
Typical cost: $200–$5,000 depending on provider. Use a freelance rate calculator to benchmark designer rates.
Full Brand Identity
Includes logo plus:
- Logo variations (horizontal, vertical, icon-only, monochrome)
- Color palette (primary, secondary, neutrals)
- Typography system
- Brand guidelines (usage rules, do's and don'ts)
- Application examples (business cards, social, signage)
- Sometimes: patterns, photography style, tone of voice
Typical cost: $2,000–$50,000+ depending on scope and provider.
When to invest in full identity: Rebrands, funded startups, companies where brand perception drives revenue. Logo-only can suffice for solo entrepreneurs or side projects.
Crowdsourcing vs. Freelancer vs. Agency
Crowdsourcing (99designs, DesignCrowd, Fiverr)
Cost: $5–$2,000 for logo or basic brand kit.
Process: Post a brief; multiple designers submit concepts; you pick a winner. Fast and cheap.
Pros: Low cost, many options, quick turnaround
Cons: No strategic input, variable quality, ownership and originality concerns, limited revision depth
Best for: Bootstrapped startups, side projects, low-stakes brands. Use with caution—cheap logos can look generic or create trademark issues.
Freelancers
Cost: $200–$5,000 (logo-only); $800–$15,000 (full identity).
Process: Direct relationship. Brief → concepts → revisions → delivery. Usually 1–4 weeks.
Pros: Direct communication, lower cost than agencies, flexible
Cons: Single point of failure, variable availability, limited capacity for large projects
Best for: Startups, SMBs, clear briefs. Use our project pricing calculator to scope logo projects.
Agencies
Cost: $1,000–$50,000+ (logo-only); $5,000–$150,000+ (full identity).
Process: Discovery, strategy, concepts, revisions, guidelines, rollout support. Often 4–12 weeks.
Pros: Strategic input, team backup, process, brand guidelines, rollout support
Cons: Higher cost, sometimes slower
Best for: Rebrands, funded companies, brands where perception drives revenue. See agency pricing models for how agencies price brand work.
What Affects Logo Cost?
| Factor | Impact on Cost | |--------|----------------| | Provider type | Crowdsource < Freelancer < Agency | | Experience/reputation | Junior < Mid < Senior < Top-tier | | Deliverables | Logo-only < Logo + variations < Full brand identity | | Revision rounds | More rounds = higher cost | | Rush timeline | +25–100% for compressed deadlines | | Industry | Legal, finance, luxury often command premiums | | Exclusivity | Full buyout vs. limited rights affects price |
Brand Guideline Costs
Brand guidelines document how to use the logo, colors, typography, and other elements. Often add-on or bundled.
| Scope | Typical Cost | |-------|--------------| | Basic (1–5 pages) | $500–$2,000 | | Standard (10–20 pages) | $2,000–$5,000 | | Comprehensive (30+ pages) | $5,000–$15,000+ |
Guidelines protect brand consistency as you scale. Worth it for companies with multiple stakeholders or external partners.
Trademark Considerations
A logo design fee does not include trademark registration. You own the design files; trademark protects your right to use the mark in commerce.
| Service | Typical Cost | |---------|--------------| | Trademark search (pre-filing) | $300–$1,000 | | USPTO filing (attorney) | $500–$2,000+ | | USPTO filing (DIY) | $250–$350 (government fees) |
Recommendation: Do a basic search before finalizing. Avoid logos that are too similar to existing marks. For important brands, invest in a trademark attorney.
Choosing the Right Logo Designer
Crowdsourcing: Use for side projects, testing, or when budget is under $500. Accept that you're trading strategy and deep collaboration for cost. Review designer portfolios within the platform and set clear expectations.
Freelancer: Use for startups, SMBs, and clear briefs. Mid-range pricing ($500–$5,000) gets you direct collaboration and custom work. Vet portfolios and communication style. Ensure contract covers revisions, file delivery, and rights.
Agency: Use for rebrands, funded companies, and brands where perception drives revenue. Higher cost ($5,000–$50,000+) buys discovery, strategy, full identity system, and guidelines. Best when you need a cohesive brand, not just a mark.
Avoid: Designers who promise "unlimited revisions" at low price (often template work), don't provide source files, or have unclear ownership terms. Always get a written agreement.
Red Flags in Logo Pricing
- "Unlimited revisions" at low price – Often means template-based or low-effort work. Quality and originality suffer.
- No written agreement – Scope, revision rounds, file delivery, and ownership must be in writing.
- Unclear ownership – Ensure you receive full rights to the final logo for commercial use. Some crowdsourcing platforms have nuanced terms.
- No source files – You should receive vector (AI, SVG) and raster files. Without vectors, scaling (e.g., large format) is limited.
- Guaranteed viral/trending logos – Subjective. No one can guarantee market response.
How to Budget for a Logo
For Buyers
- Decide: logo-only or full identity. Full identity costs 3–5x more but delivers system and guidelines.
- Match budget to provider. $500 gets you crowdsourcing or junior freelancer. $5,000+ gets you experienced freelancer or small agency. $15,000+ gets you strategic agency work.
- Write a brief. Clear brief = better concepts and fewer revisions. Include: company, audience, personality, inspirations, and what to avoid.
- Plan for revisions. Define rounds in the agreement. Extra revisions often cost $75–$200/hour.
- Budget for trademark if the logo is critical. $500–$2,000 for search + filing.
For Sellers (Designers and Agencies)
- Scope deliverables explicitly. Logo concepts, rounds, file formats, usage rights. Document in contract.
- Limit revision rounds. 2–3 rounds is standard. Extra rounds = extra fee. See agency profit margins guide for margin targets.
- Charge for rush. Compressed timelines disrupt capacity. Add 25–50% for rush.
- Use invoice templates and billing for professional invoicing. Tools like AgencyPro help agencies manage billing and project scope for brand identity projects.
- Package upsells. Offer logo + brand guidelines or logo + business card design as bundles. Increases average project value.
Logo Budget Planning: What to Expect by Investment Level
Budget: Under $500
Options: Crowdsourcing (99designs, Fiverr), basic freelancer. Expect: Logo concepts, limited revisions, basic files. Use for: Side projects, testing, minimal brand needs. Risk: Generic results, ownership clarity.
Budget: $500–$2,000
Options: Experienced freelancer. Expect: Logo + variations, 2–3 revision rounds, full file set. Use for: Startups, SMBs, clear brand direction. Good value if you have a strong brief.
Budget: $2,000–$8,000
Options: Senior freelancer or small agency. Expect: Logo + brand basics (color, type), possibly light guidelines. Use for: Funded startups, established SMBs, rebrands with moderate scope.
Budget: $8,000–$50,000+
Options: Agency, full brand identity. Expect: Discovery, strategy, full identity system, comprehensive guidelines. Use for: Rebrands, funded companies, brands where perception drives revenue.
Your budget determines your options. Be realistic—$200 won't get agency-level strategy. $20,000 for a side project is overkill. Match investment to business stage and brand importance. Agencies managing multiple brand projects often use billing tools to track scope and payments—transparent invoicing reduces disputes on longer engagements.
Key Takeaways
- Logo costs range from $5 (crowdsourcing) to $50,000+ (top agencies) depending on provider, scope, and deliverables.
- Logo-only typically $200–$5,000. Full brand identity $2,000–$50,000+. Full identity includes variations, color, typography, and guidelines.
- Crowdsourcing is cheap and fast but lacks strategy and can have originality/ownership issues. Freelancers offer direct relationships and mid-range pricing. Agencies add strategy and process at higher cost.
- Revision rounds, deliverables, and provider experience drive price. Define scope and revisions in writing.
- Trademark is separate from design. Budget $500–$2,000 for search + filing if the mark matters.
For pricing and profitability context, see agency pricing models, agency profit margins guide, project pricing calculator, and freelance rate calculator.
Quick Reference: Logo Cost Cheat Sheet
| Provider | Logo-Only | Full Brand Identity | Best For | |----------|-----------|---------------------|----------| | Crowdsourcing | $50–$500 | $200–$2,000 | Side projects, testing | | Freelancer (junior) | $200–$800 | $800–$3,000 | Startups, tight budget | | Freelancer (senior) | $500–$2,500 | $2,000–$8,000 | SMBs, clear briefs | | Small agency | $1,000–$5,000 | $5,000–$20,000 | Growth-stage brands | | Mid/large agency | $3,000–$50,000+ | $15,000–$150,000+ | Rebrands, enterprise |
Add 15–25% for rush. Trademark search + filing: $500–$2,000 separate. Always get vector files (AI, EPS, SVG) and written rights.
Real-World Logo Cost Examples
Example 1: Side project, need something simple
Crowdsourcing or Fiverr. $50–$200. Acceptable for testing; consider upgrading later.
Example 2: New startup, bootstrap budget
Freelancer, logo + 2 variations. $800–$2,000. Gets you a professional mark without agency overhead.
Example 3: Funded startup, positioning matters
Small agency, full identity. $8,000–$15,000. Logo, variations, color, type, guidelines.
Example 4: Enterprise rebrand
Mid-size or top-tier agency. $30,000–$100,000+. Discovery, strategy, identity system, rollout. Design agencies that handle these projects often use platforms like AgencyPro to manage billing and client deliverables—keeping scope and invoices aligned across long engagements.
Frequently Asked Questions
Is a cheap logo worth it?
For side projects or testing: maybe. For a business you're serious about: invest in at least a mid-tier freelancer. Cheap logos often look generic and can create trademark risk.
How many concepts should I expect?
Crowdsourcing: many (you choose). Freelancer: 2–4. Agency: 3–6. More concepts usually mean higher cost; clarify in scope.
How long does logo design take?
Crowdsourcing: 1–2 weeks. Freelancer: 1–4 weeks. Agency: 4–12 weeks. Rush adds cost.
Should I get a full brand identity or just a logo?
If you'll apply the brand across website, social, packaging, and signage, full identity pays off—it ensures consistency and reduces future redesign costs. If you only need a mark for a simple use case (e.g., email signature, basic social), logo-only can suffice. Consider your growth trajectory; upgrading later often costs more than building it right once.
What file formats should I receive?
Vector formats (AI, EPS, SVG) for scalability. Raster (PNG, JPG) for web and presentations. Request multiple sizes and color versions (full color, one-color, reversed). A complete delivery includes 5–10+ files depending on scope.