Use this guide to make a clearer decision before you brief, order, or review a design project.
Ask three different people how much a logo costs and you'll get three wildly different answers. That's because "logo design" covers everything from an AI-generated mark to a year-long global rebrand campaign. Here's an honest breakdown of every tier and what you actually get.
DIY and AI Tools: £0–£50
Platforms like Canva, Looka, Wix Logo Maker, and Hatchful generate logo-shaped images from your company name and industry category within minutes. The output is fast, cheap, and non-unique — the same designs appear across thousands of businesses. Acceptable for testing an idea, not appropriate for a business that cares about brand differentiation or trademark registration.
Budget Freelance: £50–£200
The lower end of Fiverr and similar platforms. At this price point, most designers use template assets and icon libraries — they're assembling a logo from pre-existing parts rather than creating something from scratch. High risk, low investment.
Mid-Market Freelance: £200–£800
Experienced independent designers working on platforms or direct. At this tier you can get genuinely custom work — original concepts created from a proper brief. Quality varies significantly. The briefing process, revision terms, and file deliverables are the key variables to check before committing.
Design Studios: £500–£3,000
Specialist design studios offer a structured process: brand discovery, category research, multiple concept directions, unlimited revisions, and a comprehensive final file pack. This is the sweet spot for most SMEs — professional quality without the enterprise agency price tag.
Mid-Tier Brand Agencies: £3,000–£20,000
Full-service agencies with dedicated account managers, senior creative directors, and comprehensive brand strategy work before any design begins. Right for businesses undergoing significant rebrands.
What Should You Pay?
The right tier depends on three factors:
- How much the logo will be used — If it'll appear on packaging, advertising, and signage at scale, the cost of a bad logo multiplied across all those placements far exceeds the cost of getting it right.
- How distinctive you need to be — Commodity products in competitive categories need bespoke, ownable marks.
- Your trademark intentions — Registering a trademark requires a sufficiently distinctive mark. AI-generated icons and clip-art based logos almost never qualify.
See ideahits' current logo design pricing and start a brief to get a project quote.
