Short answer: a logo maker lets you make one for free, and Looka charges $35.00 for one low-resolution PNG file or $72.00 for the vector and PNG files. A logo contest on 99designs or crowdspring costs $249.00 to $1,199.00, and you choose one of about 20 to 90 designs. A freelance designer or a studio quotes the project. Ours starts at $2,000.00, one-time: 3 logo concepts, 2 rounds of changes, a palette, fonts, a 1-page guide and a social media kit. For a full brand identity, see What branding costs beyond the logo.
Four ways to get a logo
The price follows who does the design work: you, a crowd of designers, one designer or a team.
| Option | What you pay | What it buys |
|---|---|---|
| You, with a logo maker | Free to make. At Looka, $35.00 to $72.00 one-time for the files | A logo built from the tool's icons and fonts, which other users can pick too. You make every design choice. |
| A design contest | $249.00 to $1,199.00 one-time for a logo package | Designs from many designers for one brief. You pick one and get its copyright. |
| A freelance designer | A price agreed with each designer, per project or per hour | One person's concepts and rounds of changes, as many as the agreement lists. |
| An agency or studio | A project price. Ours starts at $2,000.00 | The logo plus the pieces that go with it, such as a palette, fonts, a guide and templates. |
Sources: the pricing pages of Looka, 99designs and crowdspring, read October 18, 2026. Our price: pricing page.
No survey we found publishes its method and sample for what freelancers and agencies charge for a logo, so we give no average for them.
What logo makers charge
We read the pricing pages of three logo makers on October 18, 2026. In all three you design the logo yourself, and making it is free. You pay, if at all, for the files.
| Plan and what you get | Price |
|---|---|
| Canva Free Logo templates and an editor | Free |
| Wixel Free, Wix's design app Downloads in SVG, PNG and JPG. AI suggestions use credits: 120 a month | Free |
| Looka Basic Logo Package One low-resolution PNG file | $35.00 one-time |
| Looka Premium Logo Package PNG, EPS, SVG and PDF files, color versions with transparent backgrounds, and changes after you buy | $72.00 one-time |
| Looka Brand Kit The logo files plus over 300 branded templates: social profiles and posts, business cards, email signatures and brand guidelines | $96.00 a year |
Sources: the pricing pages of Looka, Canva and Wixel, and Wix's logo maker page, US prices read October 18, 2026.
Looka's Brand Kit is a subscription that renews every year, and Looka says the logo stays yours if you cancel.
A logo maker assembles your logo from icons and fonts that other users can also choose. Looka says you get the copyright of your logo as a whole, "but not the individual elements (e.g. symbols)". Wix says the icons and fonts in Wixel "are not exclusive to you and are available to all Wixel users". Canva's license goes further: it forbids using its content "as part of a trade-mark, design-mark, trade-name, business name or service mark", fonts aside.
So a logo from one of these tools can look a lot like another business's logo, and that matters if you want to register it. A trademark lawyer can tell you whether it can be registered before you order a sign.
What a logo contest costs
In a contest you write a brief and pay for a package up front. Designers send logos for that brief, you choose one, and the designer polishes it and hands over the files. We read the logo packages of 99designs and crowdspring on October 18, 2026.
| Package | Price | Designs (approx.) |
|---|---|---|
| 99designs Bronze | $249.00 | 30 |
| 99designs Silver | $399.00 | 60 |
| 99designs Gold Mid and top level designers only | $799.00 | 90 |
| 99designs Platinum Top level designers only, with a dedicated manager | $1,050.00 | 60 |
| crowdspring Silver | $299.00 | 60 |
| crowdspring Gold | $499.00 | 90 |
| crowdspring Elite Elite designers only, 5 of them | $899.00 | 20 |
| crowdspring Platinum Platinum and elite designers | $1,199.00 | 75 |
Sources: the logo design pricing pages of 99designs and crowdspring, read October 18, 2026. 99designs prices exclude sales tax.
crowdspring's prices include the winning designer's award and crowdspring's own fee. The award is $200.00 of the $299.00 Silver package and $725.00 of the $1,199.00 Platinum.
Both sites transfer the full copyright of the design you pick, and both refund under conditions. 99designs refunds within 60 days of payment, unless you guaranteed the prize, moved the contest to its final round or picked a winner. crowdspring refunds within 30 days if you aren't happy. On its Elite package, the award to the designers is assured instead.
A contest is quick. On 99designs, designers have 7 days across the qualifying and final rounds, and then you have 14 days to choose a winner. For the pieces around the logo, 99designs sells a logo and brand guide contest from $329.00 and a logo and brand identity pack from $599.00 to $2,499.00.
What a freelancer or a studio charges
A freelance designer or a studio quotes a price for the project, and most of that price is hours: learning about your business, drawing the concepts, the rounds of changes and preparing the final files. Two quotes are only comparable when they list the same concepts, rounds and files.
To see what those hours are worth, look at what graphic designers earn. The Bureau of Labor Statistics (BLS) lists creating "visual elements such as logos" among their duties.
| May 2025 | Miami area | United States |
|---|---|---|
| Median per hour | $29.75 | $30.27 |
| Median per year | $61,870.00 | $62,960.00 |
| 25% earn less than | $51,840.00 | $49,040.00 |
| 25% earn more than | $84,820.00 | $81,830.00 |
| 10% earn more than | $105,940.00 | $104,910.00 |
Source: BLS, Occupational Employment and Wage Statistics, May 2025, graphic designers (27-1024), Miami-Fort Lauderdale-West Palm Beach metro area and the US. Employees' gross pay, without overtime or benefits. Duties and self-employment from the BLS Occupational Outlook Handbook.
These figures cover employees only. Self-employed workers held 20% of the 253,100 graphic designer jobs in 2025, and they set their own rates. BLS notes that they may spend some of their time looking for new projects or competing for contracts.
A designer on staff means a salary all year, which pays off when there's design work every week, not for a single logo.
What makes a logo cost more
- Research and concepts. Learning about your customers and competitors, and drawing more concepts, takes more hours. A logo maker skips the research and a contest leaves it to your brief.
- Rounds of changes. Ask how many the price includes and what an extra round costs.
- What comes with the logo. A palette, fonts, a short guide and social media templates keep the logo consistent on your sign, your website and your posts. A logo-only package gives you the logo; Looka's Brand Kit, 99designs' identity packs and studio plans add some of those pieces.
- File formats. Signs and print need a vector file, such as SVG, EPS or PDF, which stays sharp at any size. Screens need PNG files with a transparent background. Looka's $35.00 package is one low-resolution PNG file; its $72.00 package adds the vector formats.
- Who owns it. Ask who owns the logo once you've paid, and get the answer in the agreement. A trademark search is a lawyer's job. Our page on branding in Miami lists the Florida and federal filing fees.
- Time. A logo maker is done when you are. A 99designs contest runs 7 days of rounds, plus the time you take to choose. Our Starter takes 2 to 3 weeks.
What branding costs beyond the logo
Branding, or a brand identity, is the logo plus the pieces and rules that make a business look and sound the same everywhere. Our three plans and what each one includes are in What our branding costs.
What a branding package includes
- The logo and its versions. A main logo and variations, such as a smaller mark for profile pictures.
- A palette. The exact values of each color for print and for screens, so the green on your sign matches the green on your website.
- Fonts. One or two typefaces, with their licenses, for headings and text.
- A guide. How to use the logo, the colors and the fonts, and what not to do with them. It can be one page or a full brand book.
- Templates. Files your team fills in: social media posts, business cards, signs, invoices or presentations.
- Name, voice and message. Some projects also cover the name, a tagline and the way the brand writes: its tone and its main message.
A small business can start with the logo, a palette, fonts, a 1-page guide and the templates it uses every week.
How branding is priced
As with a logo, ask for a fixed price for the whole project. Payment can come in stages, such as a deposit at signing and the rest on delivery.
The price depends on the number of pieces and templates, the rounds of changes, any research or naming, and which files and rights you receive.
We found no survey of branding prices that publishes its sample, dates and method, so we give no average. Looka's Brand Kit and 99designs' identity packs, priced above, show what some of these pieces cost outside a studio.
What a branding proposal should put in writing
- Deliverables. Each piece by name and number, such as "6 post templates" instead of "social media templates".
- Rounds of changes. How many each piece gets, and the price of one more.
- Timeline. The delivery date of the final files, and the dates for your feedback and materials.
- File formats. Vector and PNG files of the logo, the editable source files of every piece, and the fonts, with what each license allows.
- Rights. Who owns the logo, the designs and the templates once you've paid. Copyright starts with the designer or the studio, and the U.S. Copyright Office says a transfer generally must be in writing and signed by the owner.
- What's excluded. For example printing, trademark filing or photography, if the price doesn't cover them.
Trademark registration is a separate cost
Registering the name or the logo as a trademark is another process, with its own government fees. The USPTO defines a trademark as "any word, phrase, symbol, design, or a combination of these things that identifies your goods or services".
Registering one is your choice. A federal registration "can provide nationwide legal protection for your brand in connection with particular goods or services".
The USPTO's base application fee is $350.00 for each class of goods or services, and an incomplete or complex application can owe more fees.
Sources: USPTO, "What is a trademark?", "Trademark, patent, or copyright" and "How much does it cost?", read October 23, 2026. U.S. Copyright Office, Circular 1, "Copyright Basics" (revised September 2021), read the same day.
What our branding costs
Our branding starts with Starter: a one-time project of $2,000.00. You pay 50% to start and 50% on delivery, and sales tax is added where Florida applies it.
- What Starter includes: 3 logo concepts and 2 rounds of changes, a primary logo and a secondary version, a palette, fonts and a 1-page guide. There's also a social media kit with a profile image, a cover and 6 post templates. The final files come in SVG, PNG and PDF.
- Time: 2 to 3 weeks, from the brief you give us to the final files.
- Not included: the name, strategy, stationery and photos. Trademark registration isn't part of any plan.
- Growth and Pro: both open with a strategy session on positioning, voice and messages in English and Spanish, and Pro adds a launch kit. We give you their price when you write to us.
Every file in each plan is listed on our branding page, and the pricing page has the rest of our services. For a Miami business, branding in Miami adds the trademark fees and the sign permits.
Frequently asked questions
How much does a logo cost for a small business?
Making a logo in a logo maker is free, and Looka charges $72.00 for the vector and PNG files. A logo contest costs $249.00 to $1,199.00. A freelancer or a studio quotes the project; ours starts at $2,000.00, with a palette, fonts and a 1-page guide included.
How much does a graphic designer charge for a logo?
Each designer sets a price, and we found no survey of logo prices with a published method. As a reference, graphic designers on staff in the Miami area earned a median of $29.75 an hour in May 2025, according to BLS. Ask for a fixed price that lists the concepts, the rounds of changes and the files.
Can I trademark a logo made with a logo maker?
Read the tool's terms first. Canva's license forbids using its content, except its fonts, as part of a trademark. Looka says you own your logo as a whole, but not its individual symbols. Whether your logo can be registered is a question for a trademark lawyer, and it's worth asking before you print signs or business cards.
What files should come with a logo?
A vector file in SVG, EPS or PDF for signs and print, since it stays sharp at any size. PNG files with a transparent background for your website and social media. Versions in full color, one color and white, so the logo works on any background. And, from a designer, the editable original file.
Is a logo the same as a brand identity?
No. The logo is the mark. A brand identity adds the colors, fonts and rules that make the logo look the same everywhere, often written down in a guide. 99designs sells a logo and brand identity pack from $599.00. Our Starter includes a palette, fonts, a 1-page guide and a social media kit.
What is included in a branding package?
A branding package is the logo plus what goes with it: its versions, a palette, fonts, a usage guide and templates such as social media posts, business cards or signs. Larger packages can add research, a name, a tagline or the brand's voice. Ask whether printing and trademark filing are included; in our plans they aren't.
How much does branding cost for a small business?
It depends on the pieces, the rounds of changes, any research or naming, and the files and rights you get. We found no branding price survey with a published method, so we give no average. With us, Starter costs $2,000.00, one-time: the logo, palette, fonts, a 1-page guide and a social media kit.
Before you pay for a logo
- How many concepts and rounds of changes are included?
- Which files do I get, and in which formats?
- Who owns the logo once I've paid?
- What comes with it: colors, fonts, a guide?
If a new website comes next, our article on what a website costs has the prices.
