What does a logo or a full brand identity cost?

A professional logo alone is rarely enough, a small brand identity with logo, colours, typography, guidelines and basic stationery starts at WebDrift at €1,490 (Logo & Essentials); with brand strategy and extended guidelines, Brand Identity is €3,900. Both prices are fixed prices for the whole project, not just the mark itself.

In this article we explain the terms, show our prices transparently, walk through the process and give you a checklist for a good logo.

#Logo, brand identity or brand strategy, what do you need?

The three terms are often used interchangeably, but they mean different scopes of work.

• Logo: the visual mark of your business, a wordmark, a symbol, or a combination. On its own, a logo does not yet make a consistent look.
• Brand identity: logo plus colour palette, typography, imagery style and usage rules, for example how the logo appears on business cards, a website or vehicles. That makes your presence look consistent across every channel.
• Brand strategy: comes before design. It clarifies what your business stands for, who you're speaking to, and how you differ from others, the foundation from which design can be built consistently.

For most small and mid-sized businesses, a brand identity with a bit of strategic groundwork is the most worthwhile investment, a logo alone tends to get used inconsistently over time.

#What does a logo or brand identity cost at WebDrift?

Both packages are fixed prices for the whole project. More details are on our branding page. For individual design work outside a full brand identity, such as brochures, illustrations or print layouts, take a look at our graphic design page.

#How does a brand identity project run?

1. Briefing: we clarify your starting point, target audience and competitors.
2. Workshop (with Brand Identity): together we work out positioning, values and tone as the basis for the design.
3. Concepts: you receive several distinct design directions to choose from, not a single "guess and hope" solution.
4. Refinement: the chosen direction is sharpened through feedback rounds, colours, typography, applications.
5. Guidelines: you receive a document with clear rules so future materials stay consistent too.

#What rights and files should you receive?

A fair quote makes sure that, at the end, you own everything you need to actually use your brand.

• Logo files in several formats (vector for print, PNG/SVG for digital)
• Defined colour values (e.g. HEX, RGB, CMYK) for consistent use
• The fonts used, or licence information for them
• Full usage rights with no time or scope restriction
• A guideline that external providers (a printer, an ad agency) can use too

#Refresh instead of starting over, when is less enough?

Not every business needs a completely new brand identity. A refresh, adjusted colours, reworked typography, a lightly modernised mark, usually costs less while keeping the recognition value you have already built. More on when a full rebrand makes sense is coming in one of our next articles.

#Checklist: what makes a good logo?

• Works equally well in black and white and in colour
• Is still recognisable at a small size (favicon, app icon)
• Feels timeless rather than tied to a short-lived trend
• Stands out clearly from direct competitors
• Works across different materials (screen, print, textile)
• Comes with a clear guideline for how to use it

#Why do prices vary so much between providers?

Search online for logo prices and you'll find ranges from a few euros on platforms with automated logo generators to five-figure sums at large branding agencies. These extremes say little about the right price for your business. What matters is what's actually included.

• Automated generators deliver fast, cheap results with no individual consultation, no strategy, and often no exclusive rights, other businesses can end up with a very similar logo.
• Freelancers price based on their own hourly rate and experience; the range is correspondingly wide, and personal attention is usually close.
• Small to mid-sized agencies like WebDrift offer a structured process with several concepts, feedback rounds and guidelines at a transparent fixed price.
• Large branding agencies bring extensive market research and international experience for most small and mid-sized businesses, that scope is rarely necessary.

So compare quotes not just by the final number, but by how many concepts you'll see, how many feedback rounds are included, and whether you actually receive every file and every right at the end.

#How do you prepare well as a client?

A good result doesn't come from the designer alone, good preparation on your side matters too.

• Collect examples you like, even from other industries. That helps translate taste and expectations.
• Describe your target audience as specifically as possible: who do you want to reach, and how should that person perceive your business?
• Name competitors whose look you know, not to copy them, but to deliberately set yourself apart.
• Clarify internal decision-making upfront, so feedback comes from one voice rather than several conflicting directions.

#How does a brand identity connect to your website?

A new brand identity only really shows its value once it's applied consistently across every channel, above all on your website, usually the most-seen touchpoint with your business. So plan early whether the website should be reworked after the brand identity too, rather than just placing the new design onto the old structure. Details on the scope and timeline of a website rework are in our article How long does it take to have a website built?

#Conclusion: invest in a consistent presence, not just a picture

A good logo is the most visible part of your brand, but rarely the most important thing on its own. A well-thought-out brand identity with clear rules makes your website, social media, quotes and stationery feel like one coherent whole. That pays off far more, over time, than an isolated logo, however nice it looks.

Want to know which package fits your business? Describe your project in a few steps and you will get an honest assessment of scope and cost.