Your logo is your first handshake. It sits on your storefront, your quotes, your van, your WhatsApp profile. And yet its price ranges from €0 to over €15,000 depending on whose door you knock on. Here's how to make sense of it — and how to avoid paying twice.
The four price brackets
1. Free or almost (€0–50)
Automatic generators, Canva, AI tools: ten minutes and you have "a logo". The problem isn't the tool, it's the outcome — generic combinations seen a thousand times, murky usage rights, and usually no vector file, which means nothing you can print cleanly on signage or a vehicle. Fine for testing an idea. For a business that invoices clients, it's a band-aid.
2. Budget marketplaces (€5–100)
On micro-service platforms, sellers churn out logos at volume. Some are talented, but the model rewards speed: minimal research, elements pulled from icon libraries reused from one client to the next, and a real chance of spotting "your" symbol on a competitor's van. The teaser price also hides extras — source files, rights transfer, variations are all sold separately.
3. A freelancer or studio (€200–800)
This is where serious work for a small business lives: a professional who digs into your trade, shows you several genuinely different directions, iterates with you, and delivers a complete package — vector files, monochrome versions, full rights. You're paying for thinking time, not just a drawing.
4. A branding agency (€2,000–15,000+)
At this level it's no longer a logo but a brand platform: audit, positioning, a full visual territory, 60-page guidelines. Justified for a structured company with a marketing team. For a small business, it's a suit three sizes too big.
What you're actually paying for
- Research: understanding your trade, your customers, your competitors — the difference between a relevant logo and a pretty drawing.
- The number of concepts: two or three distinct directions beat one idea shown in three colours.
- The variations: horizontal, stacked, icon only, monochrome, light and dark backgrounds.
- The delivered files: vector or not — night and day (more below).
- Rights transfer: a logo you don't own the rights to isn't yours.
The files to demand before paying
Almost nobody checks this, yet it decides whether your logo is usable for the next ten years:
- The vector file (SVG, PDF or AI): scales infinitely without pixelating — essential for signage, vehicles, workwear.
- High-resolution PNGs on a transparent background for the web and documents.
- A monochrome version and a black-and-white version.
- Your colour codes and typography, written down — one page is enough.
- Rights transfer in writing, on the quote or the invoice.
A logo delivered as a JPG on a white background isn't a finished logo — it's an image. The day you want it on your van, everything gets redone.
The real cost of the disposable logo
The classic trap: pay €30 today, realise six months later it looks amateur on your quotes, pay €50 somewhere else, then finally hire a professional. Three logos, three payments — and meanwhile your customers have seen three different identities. A good logo is paid for once, and works for you for years.
So what does that look like at Norvio?
Our professional logo is €290, fixed price: three genuinely distinct concepts, designed around your trade, with PNG + SVG + PDF files, all variations and full rights transfer. Ready for your website, your vehicle and your workwear on delivery day. And if you want to go further — full brand guidelines, print collateral, signage — it's all on our pricing page.