Post
The first question almost everyone asks — and that almost nobody asks openly in the first email. So I answer it here, with real numbers.
Content
The market range for professional visual identity in 2026 goes from €500 to over €50,000. That is not useful. What follows is.
Why prices vary so much
Before looking at the numbers, it is worth understanding what you actually buy at different price points. It is not just a question of quality — it is a question of what is included in the service.
At €200–€500 (gig platforms, design contests) you get a graphic file. Often without vector files, without sector research, without brand guidelines, with high risk of similarity with other logos. The problem is not the price — it is that you are buying a graphic execution, not an identity system.
At €800–€2,000 (experienced freelancer, basic package) you get a professional logo with variants, source files in vector format, colour codes and a basic usage guide. It is a valid starting point for those starting from scratch with a limited budget.
At €3,000–€8,000 (senior freelancer, complete brand identity) you get the complete system: logo with variants, colour palette, typography, brand guidelines, practical applications. There is also a discovery and strategy phase — the designer understands the business before opening any software.
At €8,000–€20,000 (B2B specialist, regulated sectors) you get a project where strategy is integrated into the process, positioning is studied against competitors, applications cover all business touchpoints and support continues after delivery.
Over €20,000 (structured agencies) is the territory of companies with distribution networks, multi-market brands, and the need to coordinate large internal teams.
Real numbers for SMEs and professional firms
For an SME or professional firm (accountant, lawyer, architect, consultant), the realistic and justifiable range is €3,000–€12,000.
What influences the price in this range:
Brand complexity: a single-service company in a local market is simpler than a group with multiple product lines or international presence.
Number of applications: logo and brand guidelines only, or also business cards, letterhead, email template, presentation templates, social media kit.
Number of revisions included: 2 feedback cycles or 4. It seems like a detail but it affects total project time by 3–4 weeks.
Strategic phase: whether the project includes only the graphic part or also competitor research, positioning definition and brand messaging.
What must always be included (at any price)
Regardless of budget, some things are non-negotiable in a professional project:
Vector files (.ai or .svg): without them you cannot resize the logo without losing quality. If a quote does not include them, that is a red flag.
At least 3 logo variants: main version, horizontal version, reduced version for small uses. You will quickly discover why when you try to fit the logo in a narrow space.
Precise colour codes: HEX for web, RGB for screen, CMYK for print. “The institutional blue” is not a specification — it is a future source of inconsistency.
Black-and-white version: for greyscale prints, legal documents, embroidery, engravings. If the logo only works in colour, it has a structural problem.
The false economy: what it really costs to go without a professional system
The reasoning “for now I will have a cheap logo done and when we grow we will redo everything” has a hidden cost that many SMEs discover only when they are already in the middle of it.
Cost of future rework: when you come back to redo the brand, your existing materials — website, brochures, presentations, business cards — become obsolete overnight. The cost of updating them often exceeds that of doing the initial project properly.
Opportunity cost: every proposal sent with a non-professional visual identity is a proposal competing at a disadvantage. It is not measurable, but it is real.
Cost of inconsistency: without a defined system, every new piece of material is made “by eye”. In 2–3 years you have 5 different versions of the logo circulating among company materials. Unifying them has a cost.
How to evaluate a quote
When you receive a quote for a brand identity project, these are the questions that reveal whether you are buying a system or just a graphic file.
Does the quote include a discovery phase or do you start straight into design? A professional who does not ask questions about the business before starting to draw is working decoratively, not strategically.
How many revisions are included and how are they structured? “Unlimited revisions” is not an advantage — it is a signal that the process is not structured. Two or three well-defined feedback cycles produce better results.
What exactly is delivered? List of files, formats, applications. Without a detailed list, the risk of misunderstandings is high.
Is there post-delivery support? Even just 30 days for questions and minor adjustments makes a difference in the implementation phase.
A direct comparison: €500 vs. €5,000
| €500 | €5,000 | |
|---|---|---|
| Vector files | Often no | Yes, all formats |
| Logo variants | 1–2 | 4–6 |
| Strategic phase | No | Yes |
| Brand guidelines | No or minimal | Complete |
| Applications included | Logo only | Logo + cards + letterhead + templates |
| Structured revisions | Vague | 2–3 defined cycles |
| Post-delivery support | No | Yes |
| Uniqueness guaranteed | Not always | Yes |
The difference is not that one is worth 10 times more in “hours of work”. The difference is in the type of service: one is a graphic execution, the other is an investment in positioning.
When it makes sense to invest more
There are situations where moving up the budget range has a direct and measurable return.
If you are about to expand into a new market, a solid visual identity is part of the entry investment.
If you are seeking corporate or institutional clients, the first evaluation they make of you is visual. A professional identity is the entry ticket.
If your service has a premium price, the visual identity must be consistent with that positioning. A brand that looks like €500 does not sell €50,000 services.
Get in touch — if you would like to understand what makes sense for your specific case, without commitment and without a generic quote.
Note: I respond in English.
