How Much Should a Logo Cost?

Everyone knows how important brands are. We’ve been appraising them all our lives. From the time classmates teased us for not having cool sneakers, to shopping for loved ones this holiday season, we’re aware of the importance of a brand.

Water is water, but depending on the label, you'd pay more and not even think about it.

We spend a little extra when we want quality. We buy rubbing alcohol at the dollar store because, whatever. Or maybe you’re an alcohol snob and need yours imported from some country we can’t pronounce. It’s a matter of preference. You decide what’s important to you, and spend your money accordingly. When it comes to the cost of a logo, the same applies.

If you Google “How much does a logo cost?” This is the very first result.

As a logo designer, I would never advocate for such low prices. I’m familiar with the amount of work that goes into creating a solid mark. I know how much research, how many hours, how much thought and care it takes. A $100 price tag is an insult.

The general public, for the most part, is oblivious to what logo design entails. It doesn’t help that crowdsourced sites like 99designs and Fiverr, as well as design students eager to put work into their portfolios, are practically giving logos away. Sites like Vistaprint, Shutterstock, and countless logo generators provide customers with premade, or easy-to-make logos. The commoditization of logo design is real.

Still, I stand by the idea that you, as the client, decide where and how to spend your money. It is your right as a sovereign breadwinner. Keep in mind, however, lower prices often mean designs are subpar. You can’t get Neiman Marcus quality at Walmart prices.

We all have a sixth sense for cheap. We know it when we see it, and we stay away from it. Nobody’s hiring the dentist advertising on Craigslist. That’s got disaster written all over it. Or maybe you’re in the market for a good deal on a root canal. Live your life!

In closing, you decide how much your logo costs. Do your research, find a designer with a strong portfolio, and pay them what they ask. If you want to hitch the reputation of your company, the branding of your business, the future of your empire to a $100 logo, it is perfectly legal. But how can you expect customers to invest in your product, business or service when you won’t invest in it yourself?