Updated on 9 November 2026 by Nicolas Finet, CEO of Sortlist. This guide has been rewritten with 2026 UK logo prices by route (DIY, freelancer, specialist, agency, contest), what you should receive for your money, the legal points on ownership, AI-generated logos and UK trade mark fees (up from April 2026).
A logo can cost £20 or £20,000, and both can be the right choice. The price depends on who designs it, how much strategy sits behind it and what you receive at the end. This guide explains the options, so that you can match the route to your business and avoid paying for the wrong thing.
Key takeaways
- UK price tiers in 2026: DIY £0-£40, freelancers about £150-£800, specialist logo services about £129-£499, branding agencies from £2,000, and contests on 99designs from £249 to £1,099.
- A logo is only part of an identity: check whether the price includes vector files, colour and black-and-white versions, usage guidance and full ownership.
- Registering a logo as a UK trade mark costs £205 for one class from 1 April 2026 (£60 for each extra class).
What does a logo cost in the UK?
| Route | Typical UK price (2026 guides) | Best for |
|---|---|---|
| DIY with a template or maker | £0-£40 | Tests, side projects, very tight budgets |
| Specialist logo service | About £129-£499 | Small businesses that need a professional logo quickly |
| Freelance designer | About £150-£800 (some quote £500-£1,000 for a considered logo) | Start-ups and small firms wanting a bespoke mark |
| Small to mid-size agency | About £1,000-£3,500 with strategy and options | Growing businesses |
| Branding agency | £2,000 and above, often much more with full identity | Established brands, rebrands, larger organisations |
| Design contest (for example 99designs) | About £249-£1,099 on the UK site | Many concepts for a fixed prize |
Figures come from UK price guides published in 2026 (Lux Branding, Whito, Design Orbits). They are indicative, and prices differ with the designer's experience, location and the scope of work. Hourly rates reported for UK graphic design are about £20-£75 for freelancers and £75-£150 or more for agencies.
Option 1: an agency, quality and expertise
Quality of service
An agency starts with strategy: your audience, competitors, positioning and personality. The logo follows from that thinking, and is presented in context, such as on a website, packaging and signage. You get a project manager, several design directions, refinement and documentation.
A diverse range of skills
Agencies combine strategists, designers, copywriters and developers, which matters when the logo is part of a full identity. The cost is higher and so is the process. It is the right route when the brand will be used widely, in multiple markets or in a competitive space. See brand identity package prices for fuller identity costs.
Option 2: a freelance designer, proximity and focus
How freelancers work
Freelancers work independently and price by project or day. The quality varies widely, so judge by portfolio, process and references rather than the price alone. A good freelancer will ask questions about your business before drawing anything.
How to calculate a freelance price
A rough approach is hours multiplied by rate. A logo project may include a brief, research, sketching, three concepts, two rounds of revisions and final files. With rates of about £20-£75 an hour at the lower end and day rates of £150-£450 or more for experienced designers, a bespoke logo of £500-£1,000 is typical for a considered result. Ask for a fixed price with a defined scope.
Option 3: students, graduates and community schemes
Design students and recent graduates can produce good work at lower cost, and some universities and charities run projects for small organisations. The trade-offs are experience, availability and process. Agree the scope, deadlines and ownership in writing, and make sure that the work is original.
Option 4: crowdsourcing and contests
Contest platforms invite many designers to submit concepts, and you choose a winner. On the UK site of 99designs, logo contests ran from £249 to £1,099 in 2026 guides, with full copyright to the winning design. You get a range of ideas for a fixed price, but the process is risky: concepts may be derivative, there is little strategic depth and designers who are not selected are unpaid. Check for originality yourself with image searches and a trade mark search. Fiverr-style marketplaces can be cheaper but often charge extra for revisions, source files and commercial rights, and extras can double the base price.
Option 5: the home-made logo
Canva
Canva offers templates and an easy editor, and is fine for a quick start. The risk is that template-based logos look like many others and may have licensing limits on trade mark use. Read the terms of use before relying on one as a trade mark.
Illustrator and design software
If you have design skills, Adobe Illustrator and affordable alternatives such as Affinity Designer or the free Inkscape give you full control of vector artwork. Skills matter more than software: spacing, proportion and simplicity are what make a logo work.
AI and automatically generated logos
Logo makers such as Looka, Brandmark, Tailor Brands, DesignEvo and others combine templates with automation. They are quick and cheap, but note:
- Exclusivity: the underlying art may not be unique to you, and similar logos can be generated for others.
- Trade marks: AI-generated logos can be harder to register and protect. Commentary in 2026 suggests that a meaningful human creative contribution and originality help, but you should take legal advice.
- Files: check that you receive vector formats (SVG, EPS) and not just a small PNG; free plans often limit you to low-resolution files.
- Licensing: check ownership and commercial use terms before building a brand on the output.
“AI-generated logos can be hard to trademark because the underlying art may not be exclusive to you.”
TopUseAI, Best AI logo generators (October 2026)
What should be included in the price?
- Concepts and revisions: the number of initial options and rounds of changes.
- Final files: vector (SVG, EPS, PDF) and raster (PNG, JPG), in full colour, single colour, black and white, and reversed versions.
- Variations: horizontal, stacked and icon-only versions, plus a favicon and social profile versions.
- Colour and typography: a palette (with CMYK, RGB and hex values) and font recommendations.
- Usage guidelines: clear space, minimum size and mistakes to avoid.
- Ownership: a clear assignment of copyright to you on final payment.
Hidden extras to watch: font licences, stock elements, extra revisions, source file fees and rush charges.
Ownership and trade marks in the UK
- Copyright: by default the designer owns copyright in their work unless it is assigned in writing. Make sure that your contract assigns it to you.
- Originality: a logo that copies another mark can lead to disputes. Search the UKIPO register and carry out image searches before you commit.
- Registration: a UK trade mark application costs £205 for one class from 1 April 2026, with £60 for each additional class, and typically takes around three to four months if there are no objections. Protection lasts ten years from filing and is renewable. Check the current fee on GOV.UK. For naming advice, see brand naming.
- Legal advice: for important marks, a trade mark attorney can search and advise.
How to choose and brief a logo designer
- Write a brief: what the business does, the audience, competitors, three adjectives for the personality, and where the logo will appear.
- Review portfolios: look for range, craft and logos that still work when small.
- Ask about process: research, concepts, revisions and timelines.
- Agree the price and scope in writing, including files and ownership.
- Judge concepts against purpose: test at small sizes, in black and white and on real applications.
- Plan for growth: will the logo still work in new markets and formats?
If you already have a logo that is no longer working, see logo redesign and how to choose a logo designer.
Conclusion
The right logo price is the one that matches the importance of the brand and the complexity of the job. A new local business can start small, but a company that plans to grow, enter new markets or build a recognised brand should invest in strategy and protection. Whatever you pay, make sure you receive the right files and own the result.
Frequently asked questions about logo prices
How much does a logo cost in the UK?
From £0-£40 for DIY, about £150-£800 for a freelancer, £129-£499 for specialist logo services and £2,000 or more for a branding agency, according to 2026 guides.
Is a cheap logo a bad idea?
Not necessarily. For a start-up or test, it can be fine, but check that you receive vector files, commercial rights and a design that is original.
Can I trade mark a logo made with an AI generator?
It can be harder, because the artwork may not be exclusive to you. Take legal advice and keep records of your creative input.
How much does it cost to register a logo as a UK trade mark?
£205 for one class from 1 April 2026, with £60 for each additional class.
What files should I get?
Vector files (SVG, EPS or PDF) and PNG or JPG versions in colour, black and white and reversed, plus variations.
Who owns the logo?
Whoever the contract says. Make sure copyright is assigned to you in writing on final payment.
Need a logo or full identity? Post your project on Sortlist and compare UK branding and design agencies for free.
Sources: Lux Branding, Whito, branding design costs, Design Orbits, 99designs UK pricing, CITMA, UKIPO fee increase, TopUseAI. Prices are indicative; this is not legal advice.
