If you've searched "how much does a logo cost," you've probably already found three completely different answers: free, fifty euros, or fifteen hundred euros. All three are correct — it depends on what you're actually buying. Let's break the options down clearly, so you don't underpay for something your company will outgrow in three months, or overpay for something you could have gotten at a fair price.
A good logo doesn't cost €1,000. But it isn't free either. Here's exactly where the money goes at each price point.
The three price categories, in short
- DIY (€0-50): template-based tools — Canva, free online generators. Fast, cheap, but the result looks like thousands of other companies' logos.
- Custom AI, like LogoLabs (€20-100): a tailored logo, generated through an AI design process, with real vector files and delivery in 24-48 hours.
- Freelancers / agencies (from a few hundred euros up to €1,000+): human, custom design, but with pricing and delivery times to match — usually weeks, not hours.
1. The DIY option: free or nearly free
DIY tools (templates, free generators) are the classic starting point for any founder just getting going. They're free or very cheap, and you can use them today.
The problem isn't the price — it's that you get a template other companies are using too. For a weekend Facebook page, that's fine. For a company that wants to look stable to clients and partners, a logo recycled from the same generator as dozens of other local businesses doesn't help your credibility.
This is, in fact, the reason there's a real gap in the market: DIY is cheap but generic, while agencies are custom but expensive and slow. That's exactly where LogoLabs sits — in the middle, with DIY pricing and agency-level quality.
2. Custom AI: €20-100 — the LogoLabs zone
This is where a service like LogoLabs comes in: custom design, through a conversational process with an AI strategist, at a fixed price, no subscription. Three packages, all with full commercial ownership and SVG vector files included:
| Package | Price | Concepts | Revision rounds | Delivery | Formats |
|---|---|---|---|---|---|
| Essential | €20 | 3 | 2 | 48h | PNG, JPG, SVG |
| Signature (most popular) | €50 | 5 | 3 | 36h | PNG, JPG, SVG |
| Bespoke | €100 | 10 | 5 | 24h | PNG, JPG, SVG, EPS, AI |
Every package includes a 20-page brand guide and the 30-day, no-questions-asked money-back guarantee.
Why does this matter compared to DIY? Because you get a logo built for your brand, not a recycled template — and real vector files (SVG) in every package, something many cheap tools charge extra for separately.
For comparison, an annual subscription to a brand kit from a well-known AI generator runs around $96 a year — you keep paying indefinitely for something that, with LogoLabs, you buy once and keep for good.
3. Freelancers and design contests
On freelance platforms, a mid-quality logo usually costs between $50 and $100. That price may look close to an Essential or Signature package, but the difference is consistency: with freelancers, quality swings wildly from one designer to the next — it's a lottery. With a standardized process, you know in advance what concepts you'll get and in what timeframe.
Design contests (where multiple designers compete for your project) start around $299 for a basic package — nearly six times the price of a LogoLabs Signature package — and mean sorting through dozens of submissions, many of them weak, to find one good one.
4. Agencies: €1,000 and up
A boutique branding agency typically starts at €1,000 and up, and can go much further for a full brand identity, with strategy sessions, multiple rounds of human-made concepts, and dedicated consulting. For a mature brand with a generous budget and 3-6 weeks to spare, this can be the right call.
For a founder just starting out, who needs a professional logo to launch a product or open a business bank account, €1,000 is a hard cost to justify — especially when the result, in terms of quality your customers actually perceive, isn't necessarily 20 times better than a properly done €50 package.
So what does a good logo actually cost?
If you're just starting out and budget matters, a custom AI package at €20-100 covers exactly what you need: a tailored logo, vector files, full ownership, delivery in 24-48 hours, no monthly subscription. You're not paying for a design studio with meetings and invoices spread over weeks — you're paying for the end result.
Quick recap, so you don't forget it:
- DIY: €0-50, generic, fine for a quick test only.
- LogoLabs (custom AI): €20-100, tailored, vector, delivered in 24-48h, no subscription.
- Freelancers: $50-100, inconsistent quality.
- Design contest: from $299, a lot to sort through.
- Agency: €1,000+, suited to big budgets and longer timelines.
Not sure if your current logo is the problem?
If you already have a logo — one you made yourself, a friend designed, or you pulled from a free generator — you can find out for free, in a few minutes, where it falls short, with our free Logo Grader. You get a score and concrete points to improve, at no cost.
Ready to order a logo at a fair price?
See the packages and pricing or start your order directly — the first concepts arrive in 24-48 hours, with a 30-day money-back guarantee, risk-free.