How much does a logo cost in the UK?

Logo prices at a glance

These are typical UK ranges, not fixed rules. Prices vary a lot from one designer to the next, so treat them as a guide.

A freelancer usually costs less than an agency because you’re paying for one person’s time, not a team and an office. For most small businesses, that’s the right level: a proper logo, made for you, without paying for research you don’t need.

What I charge

These are my starting prices. You get a fixed quote after a quick chat, so you know the full price before anything starts.

Every logo comes in colour and black and white versions, with all the files you need for print and screen. Two rounds of amends are included. I take a 50% deposit to start and the rest when the files are handed over.

What you should get for your money

Whoever you choose, a proper logo should come with more than one picture file. Check you’ll get:

• A few options to choose from, not one design take it or leave it.
• Rounds of changes, agreed up front, so you know how many tweaks are included.
• Colour, black and white versions, for printing on a van, a T-shirt or a one-colour stamp.
• Files for every job: SVG, PDF and EPS for printers and sign makers, and transparent PNGs for your website and social media.
• A version that works small, such as a social profile picture or the little icon in a browser tab.
• Ownership. Ask who owns it once it’s paid for. With me, you own the final design once you’ve paid in full.

Logo or brand identity?

A logo is the mark itself. A brand identity is the logo plus the colours, fonts and a few simple rules for using them. The rules matter more than people expect. They mean your sign maker, your printer and whoever builds your website all get the same colours and fonts, so everything looks like it came from one business.

If you’re just starting out, a logo on its own is fine. If you’ll be ordering signs, uniforms, printed work and a website in the next year, the brand identity is worth the extra.

Cheap logo or a proper one?

I’m not going to pretend a £20 logo is always a mistake. If you’re testing an idea and might not carry on, a cheap logo can do the job for a while. The problems usually show up later:

• It isn’t really yours. Logos built from templates can look very like other businesses, sometimes in your own trade.
• The files run out. A small JPG looks fine on Facebook, then goes blurry on a shop sign or a van.
• It doesn’t work small or in one colour. Fine detail and gradients disappear on a business card or an embroidered polo shirt.
• You pay twice. Once for the cheap logo, then again to have it redrawn or replaced when the business grows.

A logo goes on everything you make for years. Spread over that time, the difference between cheap and proper is small.

What changes the price

• How many ideas you see. More first ideas take more time.
• Extra versions, such as a stacked version, a short icon or a version for a round badge.
• A brand guide with your colours and fonts set out properly.
• Everything that comes next: business cards, flyers, signs and social templates. Print starts from £45 a page, and business cards and flyers from £60.
• A tight deadline, or a long chain of people who need to agree.

How it works with me

1. A quick chat about your business, your customers and any looks you like. You get a fixed quote.
2. First ideas. A few different directions, shown on things like a sign, a card and a phone screen, so you can picture them in use.
3. Refine your favourite. Two rounds of amends are included.
4. Your files. Every version and format, ready for print and screen.

For Birdie Blooms, a flower studio, I drew eight logo ideas before we settled on one, then built the website around it. For PATCH, the brand went on to uniforms, print and a car wrap. You can see more on my logo and graphic design page.

I’m based in Birmingham and work with businesses in Sutton Coldfield, Solihull, Coventry and across the UK, by video call and email.