Practical logo guides by trade
How Much Does a Logo Cost? Designer, Agency, AI or Free
A logo can cost anything from nothing to several thousand: it depends on who makes it, what you receive and which rights you get. Published ranges put a freelance designer at a few hundred to a few thousand dollars, and an agency well above that. AI tools charge by subscription, credits or one-off payment, and free options are mostly for testing.
By Sofiane Kassim · Published · 6 min read
What the price of a logo actually covers
Two quotes for the same amount can describe very different work. Before comparing figures, compare what they include:
- Research: brief, competitor review, creative directions presented to you.
- Back-and-forth: number of proposals and rounds of changes included.
- Delivered files: vector (SVG, PDF, sometimes EPS), colour and one-colour versions, light and dark backgrounds.
- Variations: horizontal and stacked layouts, symbol alone, favicon, social media avatar.
- Rights: with a designer or agency, the transfer of copyright is set out in writing in the contract; with a tool, its terms of use apply.
A cheap logo delivered as a single PNG with unclear rights often costs more later, when everything has to be redone for signage or print. Our guide PNG, SVG, EPS, PDF: which logo format explains what each file is for.
Freelance designer: the published ranges
There is no official rate. The figures below come from specialised guides, checked on 30 October 2026; they mostly describe the US and UK markets and are stated in dollars.
- According to Experte, a logo by a freelance designer costs around $500 to $3,500 depending on the number of revisions, with experienced freelancers billing $40 to $100 an hour (US, UK).
- In France and elsewhere in Europe, quotes vary just as much: experience, location, the share of advice and the number of variations weigh more than the drawing itself.
To get a reliable figure for your own project, ask for at least three quotes on the same written brief, stating the files you expect and the transfer of rights. A quote that mentions neither is incomplete.
Design agency: when the logo is part of an identity
An agency rarely sells a logo on its own: it delivers a system, with brand guidelines, typefaces, usage rules and variations. The price follows that scope.
- According to Clutch (guide updated on 21 September 2026), logo agencies listed on the platform charge an average of $100 to $149 an hour, and most reviewed projects stay under $10,000.
- According to Experte, expect upwards of $1,500 for a logo designed by an agency in the US or UK.
An agency makes sense when the stakes go beyond the logo: a national brand launch, the rebrand of an established company, a regulated sector. Our brand guidelines guide shows what such a system contains.
AI tools and online logo makers: three pricing models
Logo generators do not all charge the same way. Before comparing, identify the model:
- Subscription: a monthly or yearly fee, often bundled with other brand tools. Check what you keep after cancelling.
- Credits: each generation or export uses credits. The real cost depends on how many attempts you make.
- One-off payment: you pay for the chosen logo and its files, with no commitment.
According to Experte, a do-it-yourself logo made with an online tool costs about $10 to $50. That figure says nothing about the files: a real SVG, clear rights and variations make the difference. Our method to compare AI logo generators with SVG output gives the checklist, and the article AI logo generators compared describes the main tools.
At BrandMotion Lab, you start with 6 free, watermarked concepts, with an account. The Logo Pack, a one-time payment, then delivers 3 final SVG proposals followed by the final pack in SVG, PDF and PNG. Its current price is shown on the Pricing page, alongside the subscriptions.
Free logos: what you really get
Free options exist, but they almost always come with a limit: watermark, low resolution, PNG only, or rights restricted to personal use. They help you explore a direction, rarely to print a shop sign.
Without an account, the free trial produces 2 watermarked previews, so you can see whether a direction suits you. Usable files require a paid offer, at BrandMotion Lab as elsewhere.
Be careful with “free” logos from stock image sites: they are often under a non-exclusive licence and sometimes not allowed as a trademark. Read the licence before using one.
Comparison table
| Option | Published range | Usually included | Check |
|---|---|---|---|
| Freelance designer | $500 to $3,500 (Experte, US/UK) | Brief, proposals, revisions, source files | Number of revisions, written transfer of rights |
| Design agency | Average hourly rate $100 to $149 (Clutch) | Logo, guidelines, variations, support | Exact scope, schedule |
| Online logo maker | $10 to $50 when DIY (Experte) | Generation, exports depending on the offer | Real SVG, rights, included formats |
| Free | No payment | Previews, often watermarked | Whether commercial use is allowed |
These ranges come from guides published in dollars for English-speaking markets: they show the gaps between options, they do not replace a quote.
The costs people forget
- Trademark registration: protecting the name and logo means filing and paying fees; see our article on registering an AI-made logo with the French IP office.
- Variations: favicon, avatar, one-colour version for embroidery or engraving, if they are not included.
- Printing: signage, business cards, stamps. A vector file avoids paying for vectorisation later.
- Extra changes: with a designer, beyond the planned revisions; with a tool, in additional credits.
Choosing according to your budget and stakes
The right price is the one that matches what is at stake. For a first launch, exploring directions with a tool and then finalising the chosen logo keeps the risk low. For a national brand or a regulated sector, a professional’s guidance is worth it. Our article AI or freelance designer for a logo compares both approaches criterion by criterion, without repeating the figures of this guide.
If you run a shop or venue, the industry pages help you frame the brief before paying anything, for example the restaurant logo maker page.
Frequently asked questions
- How much does a freelance designer charge for a logo?
- There is no official rate. According to Experte, expect roughly $500 to $3,500 in the US or UK depending on revisions. Elsewhere, ask for several quotes on the same written brief.
- Can I get a professional logo for free?
- You can explore directions for free, but free versions are almost always watermarked, low resolution or limited to personal use. Usable files require a paid offer.
- Why are two logo quotes so different?
- Because they do not cover the same work: number of proposals and revisions, delivered files, variations, written transfer of rights. Compare the content before the amount.
- What is the price of the BrandMotion Lab Logo Pack?
- It is shown on the Pricing page, which is authoritative and reflects any current offers. The Pack is a one-time payment, with no subscription.