Reviewed & Fact-checkedDeciding what to charge for a logo is one of the toughest parts of being a freelance designer. You want to earn more but worry if your work is good enough or if clients will think you’re too pricey. You’re eager for more design gigs and want to find the right price for your logos, but it’s hard to strike a balance.
First off, you need to shake off that feeling of not being good enough, often called imposter syndrome. Remember, there will always be someone out there who’s better. But that doesn’t matter because your unique style and creativity have their own value. If you know your stuff, you’ll definitely find clients who appreciate your work.
So, what’s the right way to set your logo prices? There are several methods and many things to consider.
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What Should I Charge for Logo Design
It’s tricky to figure out what to charge for a logo, or any project really. Think of it like figuring out what to charge per hour.
If you’re just starting, you shouldn’t expect to charge as much as a designer with ten years of experience, right? That makes sense and is a good starting point for setting your logo design prices. But prices in the market vary a lot; some freelancers might charge $50, while some agencies go as high as $50,000.
When I began, I only charged $150 because I was scared to ask for more. Now, with confidence in the value and creativity I bring, I can charge over $1,000 for a logo.
There are many factors involved, so there’s no one-size-fits-all answer. But I’ll share some tips on what to consider and how to think about your logo design pricing.
- Consider your level of experience, the complexity of the project, and the client’s budget and expectations when setting your price.
- Don’t undervalue your work or sell yourself short just to win a client.
- Be transparent with your client about your pricing and what they can expect in terms of deliverables and revisions.
Logo Design Pricing Strategies
You can choose from a few pricing strategies for logos, and it’s okay to mix and match depending on the client. The main thing is to be confident in whatever pricing structure you choose. I’ve tried a few myself. Consider using Millo’s freelance pricing calculator to make your life easier.
Hourly Pricing for Logos
Starting with an hourly rate is a good idea, so you at least get paid for your time. Underestimating the time needed for a logo can leave you feeling undervalued. When setting an hourly rate, think about each step in the design process. Use your past experience to estimate how long each part of the logo design took you.
For me, the steps usually consist of:
Research > Sketches > Typography & Color Discovery > Conceptualize > Create > Revisions > Finalize & Deliver
These are the proper stages I go through to ensure that I’m delivering a quality, well-thought out logo design that will represent the client’s brand to the fullest. As you can see, it’s a lot of work!
If we take a closer look at these steps, and roughly guesstimate the hours it takes me for each on an average logo design :
- Research: 1.5 hours
- Sketches: 1 hour
- Typography & Color Discovery: 1 hour
- Conceptualize: 2 hours
- Create: 2.5 hours
- Revisions: 1-2 hours
- Finalize & Deliver: 1 hour
So, when you add it all up, you’re looking at about 10-11 hours in total. If you charge $50 an hour, that comes to $500-$550.
Your process might be different, so I suggest mapping out the steps like I did, estimating the time for each, and then multiplying by your hourly rate to get your starting price for a logo.
But remember, this method only covers the time you spend designing the logo. It doesn’t account for the value and expertise you bring to the final product. Let’s dive into that next.
Value-Based Pricing for Logos
Value-based pricing is a bit different from hourly pricing because you charge for the value your logo brings to the client, not just the time you spend on it.
This means you still think about the time it takes to make a logo and all the logo images, but you also consider things like who the client is, how the logo will be used, its visibility, its worth to the client, and how much revenue it could potentially generate for them.
For instance, a local pizza place might need a new logo for their boxes, storefront, and some marketing materials. The logo is crucial for them to stand out, but their budget might be limited. So, you might charge them around $1,000, considering the logo’s value to their business is significant but on a smaller scale.
Now, imagine a big company like Frito-Lay asks you for a logo. This is a big deal! The logo will be on millions of products nationwide. The scale and value of this project are massive, and the logo could significantly boost their sales. For a project like this, you could charge $15,000 or more. If you quoted them $750, they might not take you seriously, thinking you don’t understand the project’s scale and value.
With value-based pricing, focus on the logo’s value, not just your time.
Things to Include in Your Logo Pricing
When setting your logo prices, don’t forget these factors:
Time Spent
Consider the total time from concept to final delivery. Charging too little means working for free, which isn’t viable.
Turnaround Time
If the client needs it quickly and it’s faster than your normal process, add a rush fee. Rushing a logo isn’t ideal, so try to persuade them to give you the time needed for quality work.
Revisions
Set clear limits on revisions. Offering unlimited changes can eat into your profits. I typically offer two rounds, which is usually enough.
Your Experience
Your experience is valuable. Even if you’re not the most seasoned designer, don’t undercharge. Your skills and previous work count for a lot.
Software Costs
Remember to factor in the cost of the design software you use. This is part of your overhead and should be included in your pricing.
Complexity
Every logo project is different. Some require more intricate designs or custom work, which should be reflected in your pricing.
Tips for Getting More Logo Design Jobs
Don’t Drop Your Rates, Adjust Your Deliverables
If a client wants a discount, offer fewer revisions or simpler concepts instead of cutting your price for the same package.
Offer Packages
Create different logo design packages with varying deliverables and prices. This gives clients options and makes them more likely to choose one of your services.
Be Reliable and Communicate Well
Happy clients are your best advertisement. Keep them updated, meet deadlines, and provide great service to get referrals.
Showcase Your Work on Instagram
While not your only marketing tool, Instagram is a great platform to display your designs and attract potential clients.
Charging What You’re Worth
Figuring out the right charges for your logo designs takes time and adjustment. But don’t hesitate to charge for your time, talent, and the value you provide. If a client doesn’t recognize your worth, they’re probably not the right fit for you.
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