The Designer's Pricing Playbook: How Much Should a Logo Cost in 2026?

Why this matters: Pricing identity work is as much about value and expectations as it is about time. This guide helps designers create transparent packages, set client expectations, and avoid undercharging for system-level work.

Understand the types of logo projects

Logo projects typically fall into tiers:

• Starter mark: One glyph and wordmark, basic deliverables — suitable for side projects and very small businesses.
• Complete identity: Primary, secondary, micro-icons, color palette, and basic guidelines — mid-range businesses.
• Systemic identity: Full design system, motion tokens, production-ready assets, and implementation support — for scale-ups and enterprises.

Price by value, not just hours

Clients buy outcomes: recognition, differentiation, and reduced production friction. Your pricing should reflect the value to the business: a startup's logo that helps them raise capital is worth more than a simple local side project. Use value-based pricing when possible.

Example packages

Package A — Starter Mark

• 1–2 initial concepts
• 1 revision round
• Deliverables: SVG, PNG (3 sizes), one-color variants
• Price range: $350–$1,200

Package B — Brand Identity

• 3–5 concepts + 2 revision rounds
• Primary, secondary, micro-icon
• Color palette, typography pairing, basic usage guidelines
• Deliverables: full vector package, favicon, app icon, PNG exports
• Price range: $1,800–$7,500

Package C — Systemic Identity

• Research + strategy workshops
• Motion tokens, responsive rules, component library for digital
• Implementation support and developer handoff
• Price range: $8,000–$40,000+

How to scope clearly

Define inclusions and exclusions upfront. Specify number of concepts, rounds of feedback, deliverables, and file types. Add a change control clause for out-of-scope requests. This prevents scope creep and underbilling.

Billing models

• Flat fee: Most common for fixed scope work
• Retainer: Useful for ongoing identity maintenance
• Value-based: Charge based on business impact (requires trust and negotiation)

Contracts and ownership

Always include IP assignment language and payment milestones. Consider holding back final files until final payment is received. For sizable projects, include performance milestones and acceptance criteria.

Negotiation tips

1. Always start with a higher number than your minimum.
2. Offer modular add-ons to avoid discounting core fees.
3. Explain the value of deliverables — for example, show how responsive marks reduce engineering time and save money long-term.

'Price reflects the clarity you bring. Be explicit about the business outcomes your identity achieves.' — Pricing principle

Final checklist before quoting

• Has the client defined their audience and constraints?
• Are deliverables and revisions clearly scoped?
• Do you understand required implementation support?

Conclusion

Pricing identity work is a combination of art and systems thinking. Use packages to set expectations, price for value when you can, and always put clear scope and ownership into the contract. Doing so will protect your time and position you as a strategic partner rather than a commoditized vendor.

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