How Much Should a Logo Cost? (And What You’re Actually Paying For)

Aug 12

Let’s be real — logo pricing is one of the most confusing things about branding. You’ll see everything from free Canva templates to $50,000 agency packages. And if you’re a business owner in Windsor, Toronto, Hamilton, or Detroit trying to build something solid… it’s hard to know what’s actually worth it.

So let’s break it down.

The Truth: You're Not Just Paying for a Pretty Symbol

A logo isn’t just a visual. It’s a strategic business asset — one that can either elevate how people perceive your business, or cause you to be dismissed at first glance. And yes, a $99 Fiverr logo might "do the job" for now… but it's usually missing the strategy that makes it work long-term.

Here’s what actually goes into the pricing:

1. Strategy vs. Surface-Level Design

Low-cost logos usually skip brand strategy — and that’s where the real value is. A high-performing logo needs to:

Speak to your ideal customer
Reflect your brand’s tone and values
Scale across platforms (from a favicon to a billboard)

At Buttered Branding, we spend hours diving into who you are, what you do, and why it matters before we ever touch the design.

2. File Formats, Variations, and Usability

A legit logo package includes:

Multiple file formats (AI, SVG, PNG, JPG, PDF)
Horizontal and stacked variations
Full color, black, and white versions
Transparent backgrounds

This ensures your logo works everywhere — websites, social media, merch, signage, the works.

3. Expertise and Customization

You're paying for a professional’s brain, process, and creative direction. Not just the time it takes to draw the thing.

That includes:

Design principles that hold up over time
Strategic use of color and typography
Custom elements (not stock graphics or templates)

So… What’s the Price Range?

Here’s a realistic breakdown for small businesses in Canada and the US:

Service TypeCost RangeWhat You GetDIY Tools$0 – $100Basic icons, no strategyFreelancers$200 – $1,500Some strategy, file formats varyDesign Contests$300 – $800Lots of drafts, but hit-or-missBranding Agencies$2,500 – $10,000+Full process, custom strategy

At Buttered Branding, our Mini Brand Kit starts at $1,000 and our Brand Development Package (including full strategy, logos, brand voice, and more) is $3,000 — built for serious businesses ready to scale.

TL;DR:

A logo is not just an image. It’s your first impression.
What you’re really paying for is strategy + scalability.
Underpaying now often leads to paying again later when your brand doesn’t land.

If you want a logo that actually grows with your business — not just looks good on launch day — we’re here for that.

Want to talk about your brand vision? Book a discovery call!