How Much Does a Logo Cost for a Small Business in 2026?
Summarize this article with AI
A logo can cost $0 to several thousand dollars, and the number depends entirely on who designs it. An AI logo maker can hand you a file in minutes for well under $100. A freelance marketplace, a graphic designer, or an agency each price the work differently, because you're paying for more than a file: research, revisions, and formats that hold up on a website header as well as a printed sign.
This guide checks the current, published price for four ways to get a logo: AI logo makers, freelance marketplaces, freelance designers, and agencies or studios. Every price below was fetched today and is marked as of September 2026, because these prices move and a number from last year is already stale.
You'll also see what the price is actually buying (file formats, usage rights, a brand kit), a comparison table, and a plain answer to when a cheap logo is fine and when it turns into a second bill later.
Key Takeaways
- Looka's cheapest logo package is $35 one time for a single PNG file, and its Premium package is $72 one time for vector files and full ownership, as of September 2026.
- Canva's logo maker is free to use inside its free plan, and Canva Pro (more templates, elements, and AI tools) is $144 a year for one person, as of September 2026.
- 99designs lists logo design projects starting from $249, with a logo-plus-brand-guide package from $329, as of September 2026.
- Fiverr does not publish one price for logo design. It's a marketplace where each freelancer sets their own Basic, Standard, and Premium package price on their own gig page.
- Graphic designers earn a median $62,960 a year, or $30.27 an hour, per the U.S. Bureau of Labor Statistics' May 2025 wage data, the most recently published. That is what designers earn, not a project rate for a single logo.
- Rankwyre's own published logo price is $99 one time, delivered in every file format a business needs for web, print, social, and signage.
- Trademark rights come from using a mark in commerce, according to the USPTO, not from buying a logo file, so a cheap logo does not by itself create or block trademark protection.
How Much an AI Logo Maker Costs
An AI logo maker is the cheapest way to get a usable logo, and it's typically well under $100.
Looka's own pricing page lists a Basic Logo Package at $35 one time for a single low resolution PNG file, and a Premium Logo Package at $72 one time that adds high resolution vector files (PNG, EPS, SVG, PDF), multiple color variations including transparent backgrounds, unlimited post purchase changes, and full ownership, as of September 2026. Looka also sells two yearly plans on top of that: a $96 a year Brand Kit subscription and a $129 a year Brand Kit Web plan that adds an AI generated website, both billed annually.
Canva prices this differently. Its logo maker sits inside the free plan, so you can design and download a logo at no cost. Canva Pro, which adds more templates, elements, and AI tools, is $144 a year for one person, as of September 2026. Canva doesn't attach a specific dollar figure to the logo maker itself; the real cost is whatever you'd pay for Pro if you want the extra assets.
The trade-off with any AI logo maker is the source material. It builds your mark from an existing library of icons and layouts, so a business across town using the same tool can land on something similar. That's a fair trade for the price, as long as you know it going in.
How Much a Logo Costs on Fiverr and 99designs
On these two marketplaces, the price is set by the package or contest tier you pick (99designs), or by the individual seller (Fiverr), so there is no single company-wide number.
99designs publishes package pricing directly on its site: a straight logo design project starts from $249, a logo with a brand guide starts from $329, a package adding a business card and social assets starts from $499, and a build-out that includes a Squarespace website starts from $1,399, as of September 2026. Instead of hiring one designer, 99designs also runs contests where you pick a prize tier (Bronze through Platinum) and multiple freelance designers submit concepts for you to choose from.
Fiverr doesn't publish one price list for logo design, because it's a marketplace of individual freelancers rather than a single vendor. Each seller sets their own Basic, Standard, and Premium package price on their own gig page, and the tiers usually differ in the number of concepts, revisions, and file formats included, not in a fixed company rate. If you shop there, compare what each tier actually includes before you compare the sticker price.
What Freelance Graphic Designers Earn
There's no official rate card for what a freelance designer charges to design a logo, but the U.S. Bureau of Labor Statistics does publish what graphic designers earn.
In its most recently published occupation profile (May 2025, the current release cited on the BLS Occupational Outlook Handbook page for graphic designers), the BLS reports a median wage of $30.27 an hour and $62,960 a year for graphic designers nationally, and that same profile puts the middle 50 percent of the field between $23.58 and $39.34 an hour. That's a wage, what a designer working for an employer or invoicing hourly takes home, not a fixed project fee for one logo, and the BLS does not track logo pricing as a line item.
A freelancer pricing a logo project will usually build their fee around hours worked, using a rate somewhere near their own wage expectations, plus time for concepts, revisions, and file prep. That's why two freelancers can quote very different numbers for what looks like the same job: one is pricing three hours, the other is pricing fifteen.
What Agencies and Studios Charge
Agency pricing is rarely published, so treat any single number here as one real example, not an industry average.
Rankwyre publishes its own logo price rather than quoting a range: a logo is $99 one time, delivered in every file format needed for web, print, social, and signage, with no extra charge for file formats or revisions completed within the agreed scope. That's a first-party number for one shop, not a market rate. Larger branding studios that build a full identity system, not just a mark, typically price the whole project instead of the file, which is one reason a brand identity kit is usually sold separately from the logo itself. Rankwyre's own brand identity kit is a separate $399 one-time purchase, published at rankwyre.com/services/brand-kit.
What the Price Actually Buys
A logo's price is mostly paying for three things: the files, the usage rights, and how much revision and support comes with it.
File formats
A usable logo has to work in more than one place: a website header, a printed sign, a social avatar, a browser favicon. That means vector files (SVG, EPS, or AI) that scale to any size without blurring, web-ready PNGs, and a simplified one-color version for a stamp, embroidery, or a single-color print run. Rankwyre's logo design page lists exactly this: vector files for print and signage, web-ready PNGs and SVGs, and a simplified favicon version. If a cheap package hands you one flat PNG, like Looka's $35 Basic tier, you're the one paying a designer later just to rebuild the vector version a print shop needs.
Usage rights and trademark ownership
"Full ownership" sounds standard, but not every tier includes it. Looka's $35 Basic package doesn't list it on the pricing page; the $72 Premium tier does. Read the actual terms before you build a brand around a file you don't fully own.
Owning the logo file and holding trademark rights to the mark are two different things. Per the USPTO's own trademark basics page, "you become a trademark owner as soon as you start using your trademark with your goods or services," though those unregistered rights only apply in the geographic area where you're operating. Registering with the USPTO is what gets a business broader, nationwide protection. Buying a logo file, cheap or expensive, does not register a trademark for you.
If you build your mark in Canva using its library elements, read the terms first. Canva's content license agreement lists, as a prohibited use, using any of its content "as part of a trade-mark, design-mark, trade-name, business name or service mark (excluding fonts)." That restriction applies to Canva's stock elements and templates, not to a logo you designed entirely yourself in Canva's editor, so check what your specific design actually pulls from Canva's library before you file for trademark protection.
Brand kit versus a standalone logo
A logo is one file, delivered in several formats. A brand kit is the instructions for using it correctly: your color palette, your type pairing, spacing and sizing rules, and usage guidance, so a printer, a new hire, or a freelancer gets it right without asking you every time. Rankwyre sells this as a separate brand identity kit, at $399 one time. If you're only buying a logo, budget for this step separately before you hand your files to a print shop or a new employee.
Logo Cost Comparison Table
Here's the same information side by side, all fetched today and current as of September 2026.
| Option | Starting price (as of Sep 2026) | What you're likely to get |
|---|---|---|
| Canva (free plan) | $0 | Logo maker inside the free design tool |
| Canva Pro | $144/year, one person | More templates, elements, and AI tools on top of the free logo maker |
| Looka Basic | $35 one time | One low-resolution PNG file |
| Looka Premium | $72 one time | Vector files, color variations, unlimited changes, full ownership |
| 99designs (single project) | From $249 | A freelance designer, with revisions |
| 99designs (logo + brand guide) | From $329 | Logo plus a usage guide |
| Fiverr | Set by each seller | Basic, Standard, and Premium tiers that vary gig to gig |
| Freelance designer | No published project rate; designers earn a median $30.27/hr per the BLS | Custom concept work, priced by the hour or the project |
| Rankwyre (first-party) | $99 one time | Logo in every file format needed, no extra fee for revisions in scope |
When a Cheap Logo Is Fine, and When It Costs You Later
A cheap or free logo is fine for testing an idea. It gets expensive once the business is real and the logo has to work everywhere a real business needs it to.
A cheap logo is a reasonable choice when:
- You're testing a new product or a side project before you commit to a full brand.
- The business is early enough that you might rebrand within the year anyway.
- You only need a placeholder mark for a pitch deck or an early prototype, not for print or signage.
A cheap logo costs you later when:
- You only received a low-resolution PNG, and a printer or embroidery shop can't use it without a rebuild.
- You can't prove ownership when a client, a partner, or a trademark question comes up.
- The mark doesn't hold up at favicon size or on a vehicle wrap, so you're redesigning it right after launch anyway.
- You built a website, cards, and signage around a mark before checking whether the design was already in use somewhere else, which is a bigger risk than the logo's price.
Common Mistakes
- Buying the cheapest tier without checking file formats. The fix: confirm vector files (SVG or EPS) and a transparent PNG are included before you pay, not after.
- Treating a logo purchase as a trademark filing. The fix: a logo purchase and a trademark registration are two separate processes. Check the USPTO's own trademark basics page if you actually want to protect the mark.
- Skipping the brand kit and guessing at colors later. The fix: document your exact color values and spacing rules once, while you still have the source files, instead of eyeballing a screenshot months later.
- Picking a logo maker's suggested layout without a plain-word check. The fix: show the mark to a handful of people who've never seen it and ask what business they think it's for. If they can't guess the category, it needs more work, regardless of what it cost.
FAQs
It depends on who designs it. An AI logo maker like Looka runs $35 to $72 one time for the logo itself, Canva's logo maker is free inside its free plan, marketplace projects on 99designs start from $249, and Rankwyre's own published price is $99 one time. There is no single industry price, because a PNG from a logo maker and a fully licensed mark from a designer are not the same product.
There's no single published average across the industry, since prices depend entirely on the route a business takes. What's confirmed today: Looka's logo-only packages run $35 to $72 one time, 99designs projects start from $249, and Rankwyre's first-party logo price is $99 one time. Use the option and price point that matches what you actually need the files for, rather than looking for one average number.
There is no published, standard project fee for a freelance logo design. What is published is what graphic designers earn: a median $30.27 an hour and $62,960 a year, according to the BLS' May 2025 wage data. A freelancer typically builds a project fee from hours worked at a rate near that wage, plus time for concepts and revisions, which is why quotes vary designer to designer.
Fiverr does not publish one logo design price. It's a marketplace where each freelancer sets their own Basic, Standard, and Premium package price on their own gig page, so the number depends entirely on which seller and which tier you pick. Compare what each tier includes (concepts, revisions, file formats, delivery time) rather than comparing price alone.
If you design it yourself in Canva's free plan, it costs nothing but your time. If you use a paid logo maker, a marketplace, a freelance designer, or an agency, the range runs from about $35 (Looka's Basic package) up through several hundred dollars or more for a custom project with a designer or studio. The file formats and ownership rights included, not just the sticker price, are what determine whether that price was worth it.
It depends on the tier and the source. Looka's cheapest Basic package doesn't list full ownership on its pricing page, while its Premium package does. Separately, owning the file is not the same as owning a trademark: per the USPTO, trademark rights come from using the mark in commerce, not from purchasing a design file, so check the specific terms of whatever you buy before assuming you own everything you need.
Not automatically. A cheap or free logo is a reasonable choice for testing an idea or an early-stage business that might still rebrand. It becomes a problem once the business is committed and the logo can't do what a real business needs: print cleanly, scale to a favicon, or come with proof that you actually own it.
Conclusion
The honest answer to "how much does a logo cost" is that it depends on which of four routes you take, and every one of them has a real, checkable price today: an AI logo maker for under $100, a marketplace project from a few hundred dollars, a freelance designer priced by the hour, or an agency's published rate. Match the option to what the logo actually needs to do, in vector files, with real ownership, and a brand kit if more than one person will ever touch your brand. If you'd rather skip the comparison shopping, start your logo order with Rankwyre's $99 one-time price, or check the full pricing page first if you also need a website or a brand kit alongside it.
About the author:
Rankwyre Team
Digital technology company, Miami, Florida
Rankwyre is a digital technology company based in Miami, Florida. It builds custom websites, ecommerce stores, web apps, CRM systems, and dashboards, then runs the SEO and ads that bring in customers.
