The short answer: in the UK, a logo design from a freelancer or small studio typically lands somewhere between £250 and £2,500, with full brand identity work running well above that. Where you sit depends on your experience, what you deliver, and how much the logo is worth to the client's business. The number on your invoice should reflect the value you create, not just the hours you spend in your design tool. Below are illustrative ranges to anchor your thinking, then a method for turning any project into a confident quote.
Typical UK logo pricing ranges
These are typical, illustrative figures for freelancers and small studios in 2026, not cited research. Use them as a starting point and adjust for your market and seniority.
| What you deliver | Typical GBP range | Best for |
|---|---|---|
| Logo only (a few concepts, final files) | £250 - £800 | Startups, side projects, tight budgets |
| Logo + basic brand kit (colours, fonts, simple usage notes) | £800 - £2,500 | Small businesses ready to look the part |
| Full brand identity (strategy, logo system, guidelines, assets) | £2,500 - £10,000+ | Funded startups, rebrands, growing companies |
| Ongoing brand support (retainer, monthly) | £500 - £3,000 / month | Businesses that need design on tap |
Notice the jump between rows. You are not charging more for "a nicer logo" - you are charging more because the deliverable, the thinking, and the rights attached to it grow at each tier.
Why logo prices vary so much
If you have ever wondered how two designers can quote £400 and £4,000 for what looks like the same job, here is what actually drives the gap.
- Experience and track record. A designer with a strong portfolio and happy past clients carries less risk for the buyer, and lower risk commands a higher price. You are partly being paid for the mistakes you will not make.
- Deliverables. A single logo file is one thing. A logo that ships with horizontal and stacked variants, a monochrome version, favicon sizing, social avatars, and a one-page usage guide is a much bigger package - and worth more.
- Usage rights. A logo for a local cafe is used differently from one going on a national product range. Broad or exclusive usage, trademark-ready files, and full ownership transfer are all reasonable reasons to charge more.
- Concepts and revisions. Three initial concepts with two rounds of revisions is a defined scope. "Unlimited revisions until you are happy" is a financial trap. Spell out the numbers, and price extra rounds separately.
Charge for the value, not the hours
Hourly thinking quietly punishes you for being good. The faster and more experienced you get, the fewer hours a logo takes - so charging by the hour means earning less as you improve. That is backwards.
Instead, anchor your price to what the logo is worth to the client. A logo for a business about to spend £50,000 on a product launch is worth far more than the same hours spent on a hobby project. You do not need to see the client's accounts to do this - just ask what the brand is for, where it will appear, and what success looks like. The answers tell you which pricing tier the project belongs in.
That said, value pricing still needs a floor. Use the Freelance Rate Calculator to work out the minimum day rate you need to cover your costs and target income. Any logo quote that falls below that floor is costing you money, no matter how the value conversation goes.
Quote it in 60 seconds
Drop your estimated hours and rate into the free Project Quote Calculator and get a profitable fixed price with margin built in.
Open the quote calculatorHow to quote a logo project
Here is a simple, repeatable way to go from a vague enquiry to a number you can defend.
- Define the scope first. Pin down the number of concepts, revision rounds, file formats, and exactly which deliverables are included. Everything not on the list is out of scope by default.
- Estimate the effort. Roughly map the hours: discovery and research, concept development, refinement, file prep, and admin. Add a buffer - real projects always have a fiddly extra round you did not plan for.
- Turn effort into a baseline price. Multiply your estimated hours by your real rate to get a cost floor. The Project Quote Calculator does this and adds margin so you are not quoting at break-even.
- Adjust for value and rights. Lift the figure for broad usage, fast turnaround, exclusivity, or a high-stakes brand. This is where experienced designers earn their margin.
- Present it as a fixed price. Clients prefer a clear number to an hourly meter. State what is included, what a revision beyond the agreed rounds costs, and your payment terms - typically a deposit up front and the balance on delivery of final files.
Send the number inside a tidy proposal rather than a one-line email. A clear scope, a confident price, and simple terms make you look like the safe choice. The Client Proposal Generator turns your quote into something a client can read and approve in minutes.
Look professional from quote to payment
The price you can charge is shaped by how professional the whole experience feels. A scrappy quote and a chaotic handover make even great work feel risky. Tighten up the paperwork around your design - proposals, contracts, and invoices - with the Template Pack, and keep every client project organised from first enquiry to final payment with SignalDesk. When the process is smooth, charging a higher rate stops feeling like a stretch and starts feeling earned.