"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
$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
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.
Free with a website
A professional logo (normally a $300 value) is included at no extra charge with the Business Site, Online Store, and New Business Launch packages. The Starter Site does not include one.
Full Brand Identity
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.
Ready to get a number for your project?
Every quote is based on what you actually need, not a guess.
Get a Free Quote See Logo & Brand Identity Services →
Need a website too? Here’s the real breakdown of what a small business website costs.