How much does a logo cost?
By Ash, Founder, HosteazePublished 2 min read
The short answer
As of October 2026, a logo costs anything from nothing, if you make it yourself, to a few pounds a month for an AI logo tool, to £249 to £1,099 for a design contest on 99designs. Freelancers and agencies quote per project. Compare what's included, especially vector files and copyright, not just the headline price.
Asking what a logo costs is a bit like asking what a car costs. 99designs, which runs logo contests, describes the range as "from almost free to £10,000 or more". The useful question is what you get at each level, and what you'll pay later if you pick the wrong one.
What does each option cost?
Prices below were checked in October 2026. They change often, so treat them as a guide.
| Route | Typical cost | What you usually get | Watch out for |
|---|---|---|---|
| Make it yourself | Your time | Whatever you can make | No vector file unless your tool exports one |
| AI logo tool | LogoAI: $20 a month for Pro | Generated options, editable | Licence terms, similarity to other logos |
| Design contest | 99designs: £249 to £1,099 (excl. sales tax) | Concepts from many designers, one winner | Variable quality, brief matters a lot |
| Freelance designer | Quoted per project | Original concepts, direct contact | Copyright transfer must be in writing |
| Branding agency | Quoted per project | Logo plus research and a wider identity | Overkill for most new small firms |
99designs also sells a logo and brand guide package from £349, which covers fonts, colours and styling as well as the logo itself.
What pushes the price up?
- The number of original concepts, and how many rounds of changes are included.
- Research into your market and competitors before any drawing starts.
- The file set. Vector masters, colour and one-colour versions, and dark-background versions take time to prepare properly.
- Extras like a brand style guide, business card layouts or social media graphics.
- Who you are. An agency with a studio and account managers has higher overheads than a freelancer working from home.
What should be included whatever I pay?
Three things, at any budget. First, a vector master file plus transparent PNGs; our guide to logo file formats explains which you need. Second, the exact colour codes. Third, the copyright. Under UK law, copyright in a commissioned logo stays with a freelance designer unless they assign it to you in writing, signed by them. Without that, you don't fully own your own logo.
How much should a small business spend?
Our view matches the advice we give on hosting: start small and upgrade when the business has proved itself. A clean wordmark or a contest logo is plenty for a new firm with no premises. Spend more before you commit the logo to signage, vehicles or packaging, because reprinting those costs far more than the design did. If you're unsure which route fits, read do I need a logo designer and our comparison of AI logo generators and designers.
Frequently asked questions
Why do logo quotes vary so much?
Because the work varies. A cheap logo is usually a tweak of an existing template. A higher quote normally includes research, several original concepts, rounds of changes, a full file set and a short usage guide. Ask each designer exactly what's included.
Is it worth paying more for a logo?
Only if you'll use it hard. A logo that goes on a shopfront, vans, uniforms and packaging earns its cost back by not needing to be redone. A side project that lives on a website and social media can start cheaper.
Are there costs after the logo is designed?
Often. Registering it as a UK trade mark costs £205 online for one class, plus £60 for each extra class, as of October 2026. Then there's printing, signage and updating anything that carried an old logo.
