How Much Does a Logo Cost in 2026?
3 min read · Updated 2026-06-10
The honest answer: anywhere from €5 to €50,000+ — because "a logo" means a completely different deliverable at each price point. This chapter breaks down what you actually get at every level, so you can pick the right one for your stage and skip the regret.
Logo cost comparison (2026)
| Option | Typical price | What you really get | Watch out for |
|---|---|---|---|
| AI logo generators | €0–65 | Template-assembled mark in minutes | Same templates sold to thousands; trademark protection is often impossible |
| Marketplace gigs (Fiverr etc.) | €5–150 | Quick artwork, quality lottery | Stock art and clip-art tracing are common; check ownership terms |
| Design contests (99designs etc.) | €250–1,300 | Dozens of concepts from many designers | Most entries are low-effort; refund policies vary |
| Specialized logo services (incl. LogoLabs) | €20–300 | A defined process, revisions, vector files, brand guidelines | Scope varies a lot — compare deliverables line by line |
| Freelance designer | €250–2,500 | A professional's full attention and process | Quality tracks the portfolio, not the price; brief carefully |
| Branding agency | €2,500–50,000+ | Strategy, research, full identity system | Overkill until you have multiple products, channels and teams |
Prices reflect what providers publicly list in 2026 for a primary logo with commercial rights; currency converted to EUR and rounded.
The real question: what's delivered, not what's drawn
Two logos can look identical and differ 10× in usable value. Before comparing prices, compare deliverables:
- Vector source files — SVG, EPS, AI or PDF. Without them, you can't print a banner or produce signage without redrawing the logo. PNG-only delivery is the most common regret we hear from customers who started with a €5 gig. (See logo file formats explained.)
- Full commercial ownership, in writing. Some generators license — not sell — your logo. You should be able to trademark your own mark.
- Color and usage specifications — exact hex/Pantone values and basic usage rules, so the logo survives its first encounter with a print shop. That's what brand guidelines are for.
- Revisions — a defined number, in writing, not "until you're happy" (which in practice means "until the designer stops answering").
What each budget realistically buys
Under €100: assets, not design
Generators and gig marketplaces sell you an asset. That's legitimate for testing a business idea this weekend. The risks are sameness (template marks repeat across thousands of businesses — browse our logo index and you'll start recognizing the templates) and rights you may not actually hold. If you go this route, insist on vector files and written ownership transfer.
€100–1,000: a process
Here you're paying for iteration: a brief, concepts, revisions, and final files. This is the right bracket for most real small businesses. The spread inside it is about how much process — a €250 freelancer gives you their eye and two rounds; a specialized service systematizes the same steps. Disclosure: LogoLabs operates in this bracket (€20–100) by automating the brief and production around human-grade output — that's our bias, and also why we publish exactly what's included.
€1,000+: strategy
Agencies don't really sell logos — they sell certainty to organizations where a rebrand touches signage, fleets, packaging and legal. The logo file you receive might be 2% of the invoice. If you're reading a guide called "how much does a logo cost", you almost certainly don't need this yet.
Three price-trap patterns to avoid
- The €5 logo that costs €500. PNG-only delivery → pay again for vectorization → discover the mark is a resold template → start over before trademark filing.
- The unlimited-revisions promise. Unlimited usually means unmanaged. A capped, defined revision process converges; an open-ended one stalls.
- Paying agency prices for freelancer work. If there's no research, workshops or strategy deliverable in the proposal, you're buying a €500 logo with €5,000 of account management around it.
How to budget, in one sentence
Spend enough to get vector files, written ownership, and usage specs from a process you can see in advance — for most businesses in 2026 that's €20–500, and anything above that should be buying strategy, not prettier artwork.
Quick answers
How much should a small business pay for a logo?
Most small businesses pay between €20 and €500. Below that you get template-based generators; above it you pay for strategy work most small businesses don't need yet. The deciding factor is not the artwork but what's delivered with it: vector source files, full usage rights, and brand guidelines.
Why do logo prices range from €5 to €50,000?
You're buying different things. At €5–50 you buy an asset (often template-based). At €100–1,000 you buy a designer's time and a process. At €10,000+ agencies sell brand strategy: research, workshops, positioning — the logo is a small part of the invoice.
Is a cheap logo a bad logo?
Not automatically — but check three things before paying: that you receive vector files (SVG, EPS or PDF, not just PNG), that you get full commercial ownership in writing, and that the design isn't a template resold to others.