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What is a logo worth?

If you’re thinking about taking your side hustle to the next level this year, getting a killer logo design can help transform your business idea into a money-making venture.

Which begs the question: how much does a logo cost? From DIY design to working with a graphic designer or agency, the cost of a logo can vary from $2 to $2500+, with several options in between. Mid-range options include buying a logo from an online logo maker (starting at $20) or a design crowdsourcing website (starting at $99).

But the truth is, there are so many variables that factor into how much you’ll pay for your logo design. Here’s what you need to know before choosing how to make your logo.

The logo-making journey

Designing a logo with or without outside support is an iterative and multi-step process that involves research, brainstorming, sketches, and several design concepts.

That’s why custom logo packages can wildly range not only in price—from relatively free to a few thousand dollars—but the amount of time and effort needed to get the job done.

Before we dive in, take a step back to figure out how you’ll be using that logo across channels and branded applications.

Will your logo only live digitally, or do you plan on printing it on business cards and other marketing materials? The answer to that question can change the kind of logo file formats and color variations you’ll need.

Let’s start by explaining that there are two basic categories of image files: raster and vector.

• Raster files are measured in DPI (dots per inch) and have a file extension of .jpg, .png or .gif. Since raster files are based on a pixel grid, you run the risk of your logo becoming distorted when you change the image size.

• Vector files, on the other hand, can be scaled to any size without losing quality—from an Instagram profile picture to a subway station ad. They can be opened, edited, and saved in different programs, and have a file extension of .ai, .eps, .svg, or .pdf.

While you can make a high-resolution raster file work for you, they’re not ideal for all applications. Vector files are what you’ll want to ensure your logo looks amazing across branded assets.

And when it comes to color variations, make sure you’re getting light, dark, and full-color versions of your logo for your branding needs, as well as versions with transparent backgrounds.

The exporting options for color can range, too: RGB is used for digitally displayed logos, and CMYK is best for printed products (Pantone can work for both).

Is your head spinning yet? Don’t worry — we’re here to guide you through the cost of making a logo and what each type of package includes.


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