"How much should a logo cost?" comes up before almost every branding project, and the honest answer is "it depends what you’re starting with" — but the ranges are predictable once you know the categories.
Typical logo pricing by type
- DIY logo makers (Canva, Looka, free AI tools) — $0 to $50, but you get whatever the tool produces: no real concept work, often no true vector file, and a mark that other businesses can end up with a near-identical version of.
- Freelance designers — commonly $150 to $800 depending on experience and how many revisions are included.
- Design agencies — $2,000 to $10,000+, usually bundled with full brand strategy and guidelines documents — built for larger companies, not most small businesses.
- Cleaning up or vectorizing an existing logo — usually far cheaper than starting from scratch, since the concept work is already done.
What Lui Designs charges
Two packages cover most small businesses:
- Essential Logo — $100. For anyone who already has a logo — a sketch, an AI-generated draft, or an old design — and needs it cleaned up, redrawn, or vectorized. Includes 3 reworked versions, a first draft the next business day, and final files emailed within 24 hours of approval. A drawing or current design to work from is required.
- Full Brand Identity — $300. A complete logo built from scratch: 6 original full-color concepts, a color and black-and-white version, 3 redraw concepts plus unlimited revisions, a first draft the next day, final files within 24 hours of approval, and 500 free printed color business cards to launch with.
Both are flat, one-time prices — no retainer, no hourly surprises, no subscription.
Get a logo for free
If a new logo is part of a bigger project, it may already be covered: a professional logo (normally a $300 value) is included at no extra charge with the Business Site or Online Store website packages — worth knowing before paying for a logo and a website separately.
What to watch for with cheap logos
The lowest-cost options tend to cut one of three corners: no vector source file (so the logo can’t be resized or edited later without recreating it), no real variations (one file, one color, one use case), or an AI-generated mark that closely resembles thousands of other AI-generated marks — none of which shows up on the price tag, only after the fact.
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Need a website too? Here’s the real breakdown of what a small business website costs.