A logo costs anything from €0 to well over €8,000. The honest middle for a small business is €500 to €2,000 for a logo made by a person, with proper files and the rights to use it.
Below that, you are buying a template or a machine output. Above it, you are usually buying strategy, research and a wider identity system, not a better mark.
The real answer to "how much does a logo cost" depends on five things: who makes it, how many directions you see, how many revision rounds you get, which files you receive, and whether you own it outright. This guide puts a euro price on each route and shows what you actually get for the money.
Logo prices in 2026: the five routes at a glance
Most published price guides are in US dollars or pounds. We converted them at the European Central Bank reference rate of 16 September 2026 (€1 = $1.1537, £0.8574). Treat the euro figures as approximate.
| Route | Typical price (approx. €) | What you usually get | Source of the range |
|---|---|---|---|
| AI generator / logo maker | €0–€60 one-off, or about €83–€112 a year for a "brand kit" | A generated mark from icons and fonts; paid tiers add vector files | Looka prices via ecomm.design; ManyPixels |
| Marketplace gig | €4–€160 for a basic gig | 2–3 concepts, 1–2 revisions, files vary by tier | Fiverr category page and Fiverr cost guide |
| Design contest | €216–€910 | Many concepts from many designers; you pick one | 99designs pricing |
| Freelance designer | €260–€1,730 (UK: €580–€1,170) | One designer, one or two directions, vector files | ManyPixels; Whito |
| Small agency (UK) | €1,170–€2,330 | Several directions, a logo suite, basic rules | Whito |
| Agency | €2,330–€8,700+ | Strategy, research, logo plus identity system | Whito; ManyPixels |
So what is the logo design cost average? There is no reliable single average. The surveys disagree because they mix €5 gigs with €10,000 agency projects. A median in the hundreds says nothing useful. Look at the band for the route you would actually use.
AI generators and logo makers: €0–€60
Tools such as Looka, Canva and the Vistaprint logo maker build a mark from your business name, a style choice and a library of icons and fonts.
Looka's own pricing page lists a Basic package with one low-resolution PNG, and a Premium package with PNG, EPS, SVG and PDF files, colour variations and unlimited changes. A January 2025 review put those at $20 and $65 (about €17 and €56), with a Brand Kit subscription at $96 a year (about €83). Check Looka directly; prices change.
What you get is fast and cheap. What you do not get:
- Uniqueness. The icon may be in thousands of other logos.
- Clear ownership of the parts. Looka's FAQ says you own the logo as a whole, not the individual symbols in it.
- Copyright, in many cases. Vistaprint's own logo page notes that AI-generated logos are not treated as a human creator's work. Courts in Prague and Munich have refused copyright to AI-made images and logos.
- Easy trademark registration. Canva's help centre says a logo using graphics from its content library cannot be trademarked.
That is fine for a test, a hobby or a two-month market stall. It is a risk for anything you plan to print on packaging or defend later. We cover this in detail in Can AI design your logo?.
Marketplaces and contests: €4–€910
How much does a logo cost on Fiverr?
When we looked at Fiverr's creative logo category in October 2026, starting prices on the first page ran from $5 to $55 (about €4–€48). Most sat between $10 and $30.
Fiverr's own August 2026 cost guide gives a more realistic figure. A basic logo package with two to three concepts and two revision rounds costs $75–$180 (about €65–€156), delivered in five to seven days.
The starting price is rarely the price you pay. Vector files, source files, commercial-use rights and extra revisions often sit in higher tiers. Read the package table before you order.
Design contests
99designs runs logo contests at four levels: Bronze $249, Silver $399, Gold $799 and Platinum $1,050 (about €216–€910, excluding tax). You brief once and receive many concepts from many designers. You pay the winner and get the files and copyright.
Contests are good at volume. They are weaker at depth. Most designers are pitching on spec, so few will spend time understanding your business before they draw.
How much does a logo cost from a graphic designer?
A freelance graphic designer typically charges €260–€1,730 for a logo, according to ManyPixels' September 2026 guide ($300–$2,000). Their breakdown by experience is useful:
| Experience | Price ($) | Approx. € |
|---|---|---|
| Under 2 years | $300–$500 | €260–€433 |
| Mid-level | $500–$1,500 | €433–€1,300 |
| 5+ years | $1,500+ | €1,300+ |
The UK figures from Whito's October 2026 benchmark are similar: £500–£1,000 (about €580–€1,170) for a freelance logo, usually one direction and basic files.
Hourly rates explain the spread. Whito lists UK designers at £20–£35 an hour (junior) up to £60–£100+ (senior). That is roughly €23–€117. A logo that takes 15 hours costs very different amounts depending on whose 15 hours they are.
Is $500 too much for a logo design?
No. $500 is about €433. That sits at the low end of what an experienced freelancer charges. It is reasonable if you get vector files, a couple of colour versions and full rights. It is too much only if you are buying a template or an AI output, which should cost a tenth of that.
Studios and agencies: €1,200 to €8,700+
A small studio sits between a freelancer and an agency. Whito's UK benchmark puts a small-agency logo at £1,000–£2,000 (about €1,170–€2,330). A mid-size agency is £2,000–£3,500 (about €2,330–€4,080). ManyPixels gives $3,000–$10,000+ for branding agencies (about €2,600–€8,670+).
What the extra money buys is usually not a prettier mark. It is:
- a short discovery phase on who you serve and what should feel different;
- two or three distinct directions shown on real items, not on a white page;
- a logo suite: main logo, compact mark, icon or favicon;
- colour and type rules, so the logo works next to everything else;
- a short guide so the next printer or freelancer uses it correctly.
Once you add colours, fonts, templates and a guide, you are buying a brand identity rather than a logo. That has its own price bands, covered in Brand identity cost: what a package should include. If you are not sure which one you need, read Logo or brand identity? first.
What should be included in the price
The price only means something when you know what comes back. Before you compare quotes, check each one against this list.
Files
- Vector files (SVG, EPS or PDF). These scale to a van or a billboard without blurring. Without them, every printer will ask you for "the original file".
- PNG files with transparent backgrounds, for web and social.
- Colour versions: full colour, one colour, black and white (reversed).
- Sizes and formats: a favicon and a square profile image.
Variations
A single horizontal logo breaks the first time you need a round Instagram avatar. Ask for a main logo, a compact or stacked version, and a small mark or icon.
Usage rights
You should own the final logo, or at least hold an exclusive, unlimited licence. Get it in writing. Check that any font in the logo is licensed for logo use. Check that no stock or library icon is baked into the mark.
Rounds and directions
"Unlimited revisions" sounds generous. In practice, two or three distinct directions followed by two focused feedback rounds gives a better result than forty small tweaks of one weak idea.
Hidden costs: trademark, fonts, print
The logo invoice is not the only cost. Budget for these as well.
Trademark search and registration
Before you print anything, check that nobody has registered a similar mark for similar goods or services. A similar earlier mark can block your registration or force a rebrand later.
If you then register, the official fees are:
| Office | One class | More classes |
|---|---|---|
| EUIPO (EU trade mark, online) | €850 | second class €50; third and each further class €150 |
| Estonian Patent Office (national) | €145 | €45 per extra class |
An EU trade mark lasts ten years and can be renewed. A lawyer or attorney to run the search and file adds to this; ask for a fixed quote.
The EU's SME Fund has covered 75% of registration fees, up to €700, through a voucher. When we checked in October 2026, Germany's patent office listed the trade mark voucher as currently unavailable. Check the EUIPO site before you count on it.
Font licences
Some typefaces are free for any use. Others need a paid licence for logos, apps or large print runs. Ask your designer which licence applies before you approve.
Rollout
Signage, printed cards, packaging and vehicle graphics cost more than the logo in many small businesses. Plan the order: digital first, print as stock runs out.
Kōhī: what a €650-and-up logo looks like in practice
Kōhī is an identity we made in the lab for a coffee bar. The name is the Japanese word for coffee, written with macrons over the long vowels.
That macron became the idea. The mark is built from that single horizontal line, so the logo carries the pronunciation inside it. We then applied it to a cup, business cards, a takeaway bag and a social post. We set a palette and a type pairing around it, and wrote a mini brand guide so anyone can use it correctly.
That is the gap between a €20 generator and a designed logo. One gives you a picture. The other gives you a reason the mark looks the way it does, and the rules to keep it looking that way. The rules usually live in a short guide; see What goes in a small business brand guide.
How to choose your budget
- Testing an idea for a few months? A logo maker or a basic marketplace gig is fine. Do not print 5,000 bags with it.
- Opening a shop, café or service business? Budget €500–€2,000 for a designer or small studio, plus a trademark search.
- Packaging, franchising or raising money? Budget for a full identity and registration. The logo is the smallest part.
- Already have a logo that half works? A refresh may cost less than starting again. See Signs you need a rebrand.
At ASFARI Lab, a logo starts from €650 excl. VAT, and a full identity is quoted up front. You see two or three directions on real examples, then refine one over two feedback rounds. Details are on our logo and brand identity service page.
