If you've started looking for a logo, you've probably noticed the prices are all over the place — from a fiver on a marketplace to several thousand pounds from an agency. The gap isn't random. It reflects how much thinking, craft and ownership you're actually buying. Here's how to make sense of it and spend your budget well.

What you're actually paying for

A logo isn't just an image — it's the outcome of research into your market, several rounds of concepts, refinements based on your feedback, and a set of properly prepared files you can use everywhere. Cheaper options tend to skip the thinking and the revisions; more expensive ones include strategy, a full family of file formats, and clear usage rights.

Typical price ranges

  • Budget or AI-assisted: under £50 — fast, but generic and rarely unique to you
  • A freelance designer, single concept: roughly £120–£400
  • A full brand identity (logo, colours, typography, simple guidelines): about £600–£2,500+
  • A studio or agency: £2,500 and upwards

These are typical market ranges to help you budget, not fixed prices — what you pay depends on the designer's experience, the depth of work, and how much you need delivered.

How to get the best value

The single biggest lever on both cost and quality is your brief. A vague brief means guesswork, more revisions and a weaker result. Agree upfront exactly what you'll receive, how many concepts and revisions are included, and which file formats you'll get, so there are no surprises later.

What to hand your designer

  • A sentence on your brand's personality and who your customers are
  • Where the logo will be used most — web, print, app icon, signage
  • Three or four logos you like, and one or two you don't, with a note on why
  • The file formats you'll need (vector, PNG, favicon, and so on)

A good logo is an investment that follows your business for years. Brief it clearly, choose a designer whose portfolio you genuinely like, and you'll get far more for your money than the headline price suggests.

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