If you are trying to budget for a new visual identity, the first thing you want is a straight answer to one question: how much does a company logo cost? The honest reply is that it depends on what you actually need, a single mark for a fresh start, or a full identity system you can hand to anyone and trust them to use correctly. Prices in the Czech market span an enormous range, from a few hundred crowns on a freelance marketplace to six-figure agency retainers. This guide explains what sits behind those numbers, gives you three indicative price points, and helps you decide which one is sensible for your stage of business.
Quick answer: what a logo costs
| Package | Price | What's included |
|---|---|---|
| Logo | from €320 | 3 concepts, refinement, a set of variants, source files |
| Identity with a manual | from €720 | logo + colours, typography, usage rules, templates |
| Complete package | from €1,600 | identity + print, social media, brand applications |
The price isn't set by hours spent in a design tool but by how many finished variants and applications you receive. Cheap offers usually end with a single PNG, no vector curves, no inverse variant and no written licence.
What actually drives the price of a logo
A logo price is rarely about the final image file. It is about the thinking, the iteration, and the deliverables wrapped around it. A few factors move the number more than anything else.
Scope. A standalone logo is a much smaller job than a logo delivered as part of a coherent identity, colours, typography, usage rules, and templates. The more touchpoints the design has to work across (web, print, social, packaging, signage), the more decisions have to be locked down up front.
Process and iteration. A cheap logo is usually one idea, take it or leave it. A professional process starts from a brief or a discovery conversation, explores several distinct directions, and then refines the chosen one. That structured back-and-forth is where most of the cost, and most of the value, lives.
Get four things confirmed in writing up front: how many concepts you will see, how many revision rounds are included, which file formats you receive, and whether a manual is part of the deal. Otherwise the headline price is just a starting bid.
Deliverables and file formats. A usable logo is not a single PNG. You need vector source files (SVG, AI, PDF) so the mark stays crisp at any size, plus raster exports for everyday use and variants for light and dark backgrounds. Skipping these is the classic hidden trap of a bargain logo.
Documentation. The difference between a logo and a brand is the manual that tells everyone how to use it. A short usage sheet is cheap; a 15- or 30-page brand manual covering colour codes, spacing, typography, and do/don't rules is a deliverable in its own right.
Who does the work. A student or a marketplace gig, an experienced freelancer, and a studio with a repeatable method are three different price brackets, because they carry different levels of strategy, reliability, and revision discipline.
If you want the deeper mechanics of how a logo is actually produced step by step, the complete guide to logo creation walks through the workflow behind these factors.
How much does a company logo cost: indicative pricing
Rather than quote a vague "it depends," here are three concrete tiers I use, so you can anchor your budget against real numbers. All figures are starting prices and scale with complexity.
Logo, from €320
This is the entry point, aimed at start-ups and sole traders who need a professional mark to launch with. You get a proper design process, several concepts narrowed to a final logo, and the full set of usable file formats (SVG, PNG, PDF, AI) so the logo works on a website, an invoice, and a shopfront alike. It is deliberately lean: no full identity system, no thick manual, just a solid, ownable logo done right. For a new business that simply needs to look credible from day one, this is usually the correct spend.
Brand Identity, €720
The middle tier is for businesses that need a consistent brand, not just a logo. It includes the logo (three concepts refined to a final), plus the surrounding system, colour palette, typography, logo variants, documented in roughly a 15-page brand manual. This is the point at which your visual identity stops living only in your head and becomes something a web developer, a print shop, or a marketing freelancer can apply without guessing. It is also the right level for a rebranding of an existing small company, where you are refreshing rather than building from zero.
Full Package, €1,600
The top tier targets rebranding and corporate work where the brand has to behave consistently across many touchpoints and many people. It builds on everything in Brand Identity and adds a more extensive system documented in a roughly 30-page brand manual, the level of detail you want when multiple teams, agencies, or suppliers will all be reproducing the brand independently and you cannot afford drift. If your logo is going on signage, vehicles, packaging, and a large website all at once, this is the tier that prevents an expensive mess later.
You can see how these tiers and deliverables fit together on the graphic design and branding page, which lists exactly what each package contains.
- Logo, from €320, a standalone professional mark with full source files (SVG, PNG, PDF, AI).
- Brand Identity, €720, logo plus colour palette, typography and variants in a roughly 15-page manual.
- Full Package, €1,600, an extensive system with a roughly 30-page manual for rebranding and corporate work.
The price is driven by the scope of the system around the mark, not by hours in a design tool.
What to watch out for when comparing quotes
Cheap logos are tempting, and sometimes a €20 logo is genuinely fine, for a hobby project with no growth plans. For a real business, the risks are worth naming.
- No vector files. If you only receive a JPG or PNG, you do not really own a scalable logo. Always confirm SVG/AI/PDF source files are included.
- Templated or stock marks. Some bargain logos are lightly edited stock icons, which means you may not have exclusive rights and a competitor could end up with something near-identical.
- No usage rules. A logo with no documentation drifts fast, wrong colours, stretched proportions, three different versions floating around the company within a year.
- Revisions billed as extras. Clarify how many rounds of revision are included before you sign, so the headline price is not just a starting bid.
- Paying twice. The most common pattern I see is a business buying a €40 logo, outgrowing it within a year, and then paying again for the real thing. Buying at the right tier the first time is usually cheaper overall.
The reason a brand manual matters so much for the upper tiers is covered in detail in what a brand manual contains, it is the document that protects the investment.
When each tier makes sense
Match the spend to the stage, not to the temptation to over- or under-buy.
- Choose the Logo tier (from €320) if you are launching, testing an idea, or running a sole-trader business and you need one strong, professional mark with proper files. You can always upgrade to a full identity later when the business proves itself.
- Choose Brand Identity (€720) if you are past the launch phase, you are appearing in multiple places (website, social, print) and inconsistency is starting to make you look smaller than you are. This is also the practical rebranding tier for an established small company.
- Choose the Full Package (€1,600) if you are a larger or growing organisation, you have several people or suppliers touching the brand, and the cost of inconsistency, or of redoing it, is higher than the cost of doing it thoroughly once.
If you are still weighing whether the upper tiers are justified at all, why investing in branding pays off makes the business case for spending beyond the bare logo.
The costliest mistake is not overpaying, it is underbuying: a bargain mark without vector files and exclusive rights ends up being redone from scratch. Buy at the tier your business is heading toward, not the one it is leaving behind.
Frequently asked questions
How much does a company logo cost?
A professional logo starts at €320 and includes three concepts, refinement of the chosen one, a complete set of variants and source files. An identity with a manual starts at €720, the complete package including print materials at €1,600.
Why do logo prices range from a few hundred to hundreds of thousands?
The difference is the deliverable. A few hundred buys one generator image. Tens of thousands buy a mark that works as a favicon, on a stamp and on a dark background, with written usage rules and a licence. Hundreds of thousands buy an extensive system for a large organisation with dozens of applications.
What should I receive once I've paid?
Source files in vector curves (.ai/.svg), PNG and PDF exports, variants for light and dark backgrounds, a single-colour version, a favicon, and a written licence for unlimited use. Without source files you're tied to the supplier.
Is a generator logo for a few hundred worth it?
For a short-term or internal purpose, yes. For a brand you'll use for years and protect with a trademark, no, the rights are unclear and anyone can end up with the same shape. I cover this in the complete logo guide.
How long until I get the logo?
7-10 days from an approved brief for the logo alone, 2-3 weeks for an identity with a manual and 3-5 weeks for the full package. Longer timelines usually mean more rounds of feedback, not more design work.
The short version
So, how much does a company logo cost? For a business that intends to be taken seriously, plan for from €320 for a standalone logo, €720 for a documented brand identity, and €1,600 for a full corporate package. The right number is not the cheapest one, it is the one that matches how widely and how long you will actually use the brand. Buy at the tier your business is heading toward, not the one it is leaving behind, and you avoid the most expensive outcome of all: paying for the same logo twice.