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How much does a logo cost? Startup prices compared
From free to more than 10,000: the range is huge. Here you can see what a logo costs with AI tools, freelancers and branding agencies – and what you pay for in each case.
Updated: September 2026
Short answer: how much does a logo cost?
A logo can be free or cost more than 10,000 francs or euros. The difference is not in the drawing, but in everything before and after it: research, positioning, variants, files and rights.
| Route | Typical price | Suitable for |
|---|---|---|
| AI logo generator | approx. 0–100 CHF / € | test, prototype, side project |
| Design contest / online platform | approx. 200–1,000 CHF / € | very small budget, little strategy |
| Freelancer | approx. 800–4,000 CHF / € | clear idea, small team |
| Branding agency: logo incl. variants | CHF 2'300 – CHF 7'600 €2,400 – €8,000 | funding, growth, building a brand |
| Branding agency: logo + colours, fonts, mini style guide | CHF 3'800 – CHF 12'200 €4,000 – €12,800 | a solid start that grows with you |
All prices excl. VAT. Agency figures = StartupBrander guide prices for professional branding agencies (market research, September 2026). Other ranges are rough market values and depend heavily on experience and scope.
What drives the price
- Research and strategy: Who are your customers, how do competitors present themselves, what should the brand stand for? Without this work you get a pretty but interchangeable symbol.
- Number of concepts: 2–3 design directions, shown on real applications (app icon, website, business card), are usual.
- Revision rounds: usually 1–2 included. Every extra round costs time and money.
- Variants and files: horizontal, stacked, symbol only, one colour, negative – each for print and screen.
- Usage rights: full rights after payment are standard with agencies, not always with platforms and templates.
- Experience and location: agencies in Zurich, London or Munich charge different day rates than a solo designer in a small town.
What a logo price should include
- The logo in all variants: horizontal, stacked, symbol only, one colour and negative
- Files for print and screen: SVG, PDF and PNG
- Colour values (print and screen) and the fonts used, with licence information
- Short usage rules: clear space, minimum size, don'ts
- Usage rights in writing – ideally comprehensive and unlimited in time
Logo only or a full corporate design?
A logo on its own rarely lasts long. By the time you need a website, a pitch deck and printed material, colours, fonts and rules are missing – and everyone on the team improvises. That is why most agencies recommend a starter kit for startups:
| Component | Agency guide price (CHF) | Agency guide price (EUR) |
|---|---|---|
| Logo incl. variants (horizontal, stacked, icon, one colour) | CHF 2'300 – CHF 7'600 | €2,400 – €8,000 |
| Colours & typography | CHF 800 – CHF 2'300 | €800 – €2,400 |
| Mini style guide (1–2 pages) | CHF 800 – CHF 2'300 | €800 – €2,400 |
More in the guide Corporate design: costs for startups.
Three examples from practice
| Situation | Sensible scope | Agency guide price (EUR) |
|---|---|---|
| Pre-seed SaaS, validation under way | logo with variants, colours & fonts | €3,200 – €10,400 |
| Seed round coming up | starter kit + pitch deck | €7,200 – €25,600 |
| Food startup before market launch | starter kit + packaging design (1 product) | €8,000 – €25,600 |
The logo is rarely the biggest item. Costs rise when the brand has to work on many channels at once – which is exactly why a clean foundation pays off.
Hidden costs few people think of
- Font licences: commercial fonts cost extra depending on use (web, app, print) – or you choose free fonts.
- Trademark check: is your name free? A professional check of trademarks, domain and social handles costs around €1,300 – €4,000 at agencies.
- Trademark registration: official fees from about 130 € (Spain), 190 € (France) or 350 CHF (Switzerland) – details in the guide Trademark registration: costs.
- Later adjustments: new variants, animation or applications that were not part of the first order.
AI logos: when they are enough – and when they are not
AI generators deliver usable drafts in minutes. For a first test, a validation landing page or a side project, that is perfectly fine.
Once you need to convince investors, protect a trademark or clearly stand out from competitors, AI reaches its limits: drafts are often generic, similar logos already exist, and there is no strategy behind them. Always check the tool's terms of use and whether your logo is too close to existing brands.
Checklist: what the agency needs for an exact quote
- What your startup does, for whom, and what sets it apart
- Three to five competitors, and brands you like – or dislike
- Where the logo will be used: app, website, packaging, trade fair, vehicle
- Whether the name is final and should be protected
- Budget range, deadline and who decides
The StartupBrander brief asks exactly these questions – so the agency can quote without follow-up calls.
How to save – without saving in the wrong place
- Brief precisely: the clearer your target group, competitors and use cases, the fewer revision rounds.
- Start with the starter kit: logo, colours, fonts, mini style guide. The full brand manual can follow when the team grows.
- Fix the scope in writing: number of concepts, revision rounds, files and rights belong in the quote.
- Share your budget: agencies adapt the scope – without a budget they calculate on guesswork.
Start your brief
One brief instead of ten calls. Choose your services – the form only asks what matters for them.