How Much to Charge for a Logo Design

"How much for a logo?" is the question every designer dreads — not because it's hard to answer, but because the honest answer is "it depends on six things you haven't told me yet." A logo isn't a single deliverable; it's a bundle of decisions, and the price changes dramatically based on what's in the bundle.

Here's how to price a logo project based on what you're actually delivering.

The components that determine price

A logo project isn't just "draw a mark." It's some combination of:

1. Discovery and research — competitor analysis, brand audit, audience research
2. Concept development — how many distinct directions you present (2, 3, 4+)
3. Refinement rounds — how many revision cycles on the chosen direction
4. Deliverables — final logo files, variations, sizes, formats, colour modes
5. Brand assets — colour palette, typography pairing, basic usage guidelines
6. Usage rights — exclusive vs non-exclusive, full transfer vs licence

A €300 logo and a €3,000 logo are often the same mark — the difference is how many of the above are included.

Pricing by scope tier

Instead of one number, offer tiered packages. This lets the client choose the scope they need and protects you from scope creep.

Tier 1: Basic logo (€300–800)

• 2 initial concepts
• 2 revision rounds on the chosen direction
• Final files: PNG, SVG, EPS in 2–3 sizes
• No brand guide, no usage consultation
• Timeline: 1–2 weeks

This is for a small business that needs a mark and nothing more. It's also where most undercharging happens — designers do Tier 1 scope and charge Tier 0 prices.

Tier 2: Logo + basic brand (€800–2,500)

• 3–4 initial concepts
• 3 revision rounds
• Full file package: all sizes, all formats (PNG, SVG, EPS, PDF), colour modes (RGB, CMYK, grayscale)
• Colour palette + typography pairing
• 1–2 page usage guide (minimum clear space, colour values, what not to do)
• Timeline: 2–4 weeks

This is the sweet spot for most small-to-medium businesses. It gives them a logo they can actually use consistently.

Tier 3: Brand identity system (€2,500–8,000+)

• 4+ initial concepts with strategic rationale
• Unlimited (or generous) revisions until sign-off
• Full deliverable set including responsive variants and favicon
• Comprehensive brand guidelines document (10–20 pages)
• Secondary marks, iconography, brand patterns
• Usage rights consultation and licensing terms
• Timeline: 4–8 weeks

This is for companies that need a system, not a mark. The logo is almost an afterthought — the value is in the guidelines that make the brand usable across every touchpoint.

How to estimate the hours

If you prefer to build up from hours (useful for a custom scope that doesn't fit a tier), here's a realistic breakdown for a Tier 2 project:

At €40/hour (a realistic mid-level designer rate in a mid-cost market), that's €1,520–2,200 — which lands right in the Tier 2 range.

What drives the price up

• More concepts. Each concept direction is 4–6 hours of work. 4 concepts ≠ 2 concepts in price.
• More revisions. Every revision round is 2–4 hours. "Unlimited revisions" is a phrase you should never use.
• Faster turnaround. Rush work should cost 30–50% more — you're rearranging your schedule and other clients suffer.
• Full usage transfer. If the client wants to own the logo outright (copyright transfer), that's a premium — typically +20–30%.
• Bigger company. A logo for a 5-person startup and a logo for a 500-person company require the same design work but different liability, consultation, and stakeholder management. Price accordingly.

What drives the price down (and when that's OK)

• You need the portfolio piece. Fine — but charge Tier 1 prices, not free. Free work teaches clients that design is free.
• It's a repeat client with a steady relationship. A 10–15% loyalty discount is reasonable. More than that and you're eroding your own rate.
• The scope is genuinely tiny. A single icon for an app, no brand work, one revision. This can be €150–300 — but only if it's truly that small.

Key takeaways

For the broader framework of how to set your hourly rate (which the tier prices are built on), read how to set your freelance rate. To understand how to handle the "that's too expensive" objection when you quote these prices, see what to do when a client says too expensive. And to get an itemized quote for a specific logo project (with real hour estimates per deliverable), try the calculator.