How Much Should a Logo Cost in 2026?
Why logo prices range from €100 to €25,000 — what actually changes between tiers, what you're paying for, and the real cost of a cheap logo.
A freelancer quotes €300. An agency quotes €3,000. A premium studio quotes €25,000. Are they doing the same thing? No. This post breaks down the gap and helps you figure out what tier you actually need.
First: "logo" isn't one thing
When most people say "I need a logo," they're describing one of three different deliverables:
- Just a logo mark — a single graphic, used on web and business cards
- Logo + basic guidelines — logo plus color palette plus typography choice
- Full brand identity — all of the above plus social templates, business cards, letterhead, print collateral, brand book
A €300 quote does the first. A €3,000 quote does the second, or roughly. A €25,000 quote does the third — plus strategic positioning and tagline work.
So the price gap is a scope gap.
What a €300 logo gets you
Usually a freelancer with two or three rounds of revisions. They show you 3-5 concepts, you pick one, small tweaks, you get a .png and an .ai file.
What you don't get:
- Brand strategy (who is this for, what makes it different)
- Color palette (the logo has a color, but the brand doesn't)
- Typography selection
- Application examples (how it looks on a card, on social media)
- Brand book
If you're early-stage and just need "a logo so I can print business cards," fine. But 1-2 years in, when you decide you need a more polished corporate look, you're starting from scratch.
What changes at €3,000-€5,000
In this range you typically get:
- A discovery session — the agency learns your business before designing
- Deeper exploration of 1-2 concepts instead of throwing 5 at the wall
- A color palette and a typography system
- Mock-ups on social, business cards, letterhead
- A short brand book (10-20 pages)
- Unlimited small revisions, 2 major revisions
Right tier for most SMBs. The process takes 6-8 weeks.
What a €25,000 brand project actually is
This is strategic branding, not just logo design. Includes:
- Market research, competitive audit, customer interviews
- Brand positioning, voice, tagline
- Logo + complete visual system
- Comprehensive brand book (50+ pages)
- Application: packaging, retail, digital, print — all designed
- Launch strategy
Who pays this: VC-backed startups, SMBs preparing to go public, full rebrands of 50+ person companies. Overkill for a boutique café.
Why Canva logos are a real risk
"I made it in Canva in 30 minutes" sounds appealing. The problems:
- Templates are used by thousands of others — your brand isn't recognizable
- Copyright ambiguity — if someone else uses "your" logo, you have no claim
- No vector files — break apart at billboard / large format scale
- No real design discipline — no balance, hierarchy, or sizing variants
It works for the first 6 months. Beyond that, the question becomes "why are we still on a Canva mark?"
Where you should land
| Your situation | Right budget |
|---|---|
| Side project, hobby business, no revenue yet | €0-300 (Canva or junior freelancer) |
| New small business, tight budget | €300-€2,000 (experienced freelancer) |
| SMB wanting corporate identity | €2,000-€7,500 (mid-size agency) |
| Premium service, luxury product, brand-led | €7,500-€25,000 (senior agency) |
| Public launch, big rebrand | €25,000+ (strategic branding studio) |
What must be in the contract
- What file formats are delivered? Minimum: .ai, .svg, .png (transparent), .pdf
- Who owns the copyright? You. Not "license to use." Full transfer.
- How many revisions? "Unlimited" usually burns out halfway through.
- Timeline? Specific weeks, not "soon."
- Logo plus what? Color, typography, brand book — yes or no?
If the designer/agency dodges a written contract for €5,000+, that's a red flag.
Next step
If you're working out where your logo budget should land, send us a note — based on your stage and target market we'll give you three quote bands. Even if you don't end up working with us, you'll have a real reference point.