The second most common question in our briefs — right after website cost — is “how much for a logo?”. Except a logo isn’t the same thing as a brand identity. And that difference is exactly what decides whether you pay €70 or €7,000.
A logo is one mark. A brand identity is a system: the mark, colours, typography, usage rules, templates — everything that keeps a brand consistent across fifty places at once, from a business card to an Instagram ad. Below we break the price into four real scenarios and show where people most often pay twice.
1. Generator / marketplace: €0 – 120
An AI generator, Canva, or a €15 marketplace logo. You get a file in five minutes. The catch: three hundred others bought the same template before you, the mark has no proper vector variants, and a colour-and-type system is out of the question.
Good for: testing an idea or a side project before you even know the brand will last a year. Not for: anything meant to build recognition beyond a quarter.
2. Freelancer or junior: €200 – 1,000
A single designer draws a bespoke mark. You get an original logo in a few variants and a basic palette — a real jump from a generator, but you’re still buying a mark, not a system.
The trap: without usage rules (when the horizontal lockup, minimum size, clear space) the logo drifts. Six months in, every asset looks slightly different and the brand falls apart — even though the mark is the same.
3. Studio / agency — full identity: €1,500 – 7,000
This is where the system starts. A positioning workshop (who the brand is and for whom), the mark in a full variant set, a WCAG-contrast palette, type selection and licensing, iconography, rules, templates (social, decks, documents) and a brand book. Four to ten weeks. The result: anyone who touches the brand — you, the printer, a new hire — does it consistently.
Good for: companies that communicate in more than one channel and want to look like one brand, not five. See our services and work.
4. Rebrand + brand system: €7,000+
A full rebuild of a brand with existing baggage: an audit of current perception, strategy, a new identity, migrating every asset, sometimes the name and brand architecture (master brand + sub-brands). A strategic project where identity is one deliverable — exactly how Krowd itself is built: one brand, four faces.
What actually drives the price
- Strategy before design — a workshop and positioning are hours of thinking, not clicking in Figma. They’re what makes a mark mean more than “pretty”.
- Number of touchpoints — a mark for a local service has a different scope than a brand that’s headed for packaging and video ads.
- Rules and documentation — a brand book isn’t decoration; it’s the guarantee consistency survives without you in every email to the printer.
- Accountability for the outcome — an agency owns the system’s consistency; a freelancer hands over files. Different levels of risk.
Questions to ask a quote
- Does the price include a workshop / strategy, or design straight on my assumptions?
- What exactly do I get in the files (mark variants, formats, palette, type, licences)?
- Is there a brand book with usage rules, or just the logo?
- How many revision rounds, and what after — a fee per change?
- Who owns the work afterwards (it should be you, with rights transferred)?
A cheap logo isn’t cheap if you redo the identity a year later. The only expensive thing is what you buy twice.
How we do it at Krowd
At Krowd Agency identity starts with “why”, not “how should it look”. Positioning first, then the mark and the system, then the templates that let the brand run itself — even when someone other than the designer builds the asset.
Not sure which tier you’re in? Describe the project through our contact form — the first call is 30 minutes, no sales pitch, with a concrete scope estimate.