Three quotes for the same logo brief in the UK right now: £30, £1,800, £12,000. None of them are wrong. They are just selling three completely different things.
This is the honest 2026 breakdown, so you can put a real number on what you need before the first call.
The four logo-pricing tiers
1. Fiverr, template marketplaces, £30–£200
What you pay: A flat fee, often delivered in 24–72 hours.
What you get: A logo. Sometimes original, often a template with the colours swapped and the name retyped. The "1,000+ orders, 4.9 stars" reviews are real but they reflect speed and friendliness, not whether the mark holds up at a favicon, on a uniform, or alongside two competitors that bought from the same template store last week.
Who it's right for: Side projects, short-lived campaigns, internal team materials. Anything where you'll be replacing it in 12 months anyway.
Who it's wrong for: A business that intends to be around in 5 years. The cost of replacing a Fiverr logo later, re-printing collateral, re-stitching uniforms, re-shooting product photography, is many multiples of what you saved.
2. Freelance designer, £400–£1,500
What you pay: A lump sum, sometimes hourly at £30–£70/hr.
What you get: A custom logo concept, usually 2–3 directions, 1–2 revision rounds, files in SVG/PNG/PDF. Quality is huge variance, senior freelancers in this range deliver work indistinguishable from £3,000 studio output; junior freelancers deliver something a degree above Fiverr.
Who it's right for: Small businesses with one focused brand and a designer they can vet (portfolio in your sector, real clients listed, references reachable). The ceiling here is set by how much research and concept time the freelancer puts in, not the deliverable list.
3. Small studio, £1,500–£4,000
What you pay: A fixed-price project. Our Wordmark package is £1,800; our Identity package is £3,200.
What you get: A real concept-led process, brief, competitor research, two or three directions, multiple revision rounds, finished logo plus the system around it (colour palette, type, basic usage rules). Files print-ready and screen-ready in a single handover. Source files included. Often paired with a Marketing site so the brand and the website land together.
Who it's right for: Most UK SMBs. This is where the cost-to-quality curve flattens, the work in the £4k–£8k range is incrementally better than £3k, but the difference between £300 and £3,000 is enormous.
4. Full brand studio, £5,500–£15,000+
What you pay: A multi-week project, usually 6–10 weeks of execution.
What you get: Everything in tier 3 plus a full guidelines PDF, applied collateral mockups, brand voice guidelines, sometimes naming and positioning work upfront. London brand-studio work above £10,000 is mostly buying you a bigger team and a Mayfair address rather than a fundamentally different identity.
What most UK small businesses actually need
A wordmark or identity in the £1,500–£4,000 range. The reasoning:
- A logo in isolation is rarely the bottleneck, the system around it is. Colour, type, voice, templates. Tier 1 and 2 don't deliver this.
- The £8,000+ tier is buying agency operational overhead (account managers, project managers, design directors stacked on top of the actual designer). For a small business, that overhead doesn't translate to a better mark.
- Sweet spot: senior designer, fixed scope, 4–6 weeks, full identity system. £3,200 in our pricing.
What the price doesn't include
Two costs sneak in regardless of tier and most quotes hide them:
- Trademark search and filing, £200–£500 if you DIY through the IPO, £800–£2,500 with a solicitor. Skip this and the logo can be unusable two years in.
- Application work, putting the new logo onto your website, social profiles, business cards, uniforms, packaging. Realistically £500–£3,000 of design and production work depending on how many surfaces.
Where do we sit
We ship logos in tier 3. Wordmark at £1,800, Identity at £3,200, Full Brand from £5,500. Fixed scope, fixed price, written into the proposal. UK + Sri Lanka clients, GBP / LKR / USD invoicing.
If you want a sense of the work, see the portfolio. If you want a quote, book a 20-minute call. No sales pitch, no "starting from" bait.