How much does a logo and brand identity cost in the UK?

The first reason quotes vary so wildly is that people use “logo” to mean very different things. A logo is a single mark. A brand identity is the system around it — the logo suite (primary, secondary and a standalone mark), a colour palette, typography, and often an illustrated element — plus the files and a short set of guidelines so it stays consistent everywhere you use it.

A lone logo almost always underdelivers: the moment you need it on a sign, a label, a social avatar and an invoice, you discover it needed to be a small system all along. So when you compare prices, check what is actually included, not just the headline number.

Ballpark, for a small business:

• Marketplace / “£50 logo” sites: £5–£300. You usually get one mark, limited (or no) revisions, generic results, and thin ownership terms. Fine for a placeholder, rarely for a business you want to grow.
• Freelance designer: roughly £500–£3,000 for a proper identity, depending on scope and experience. This is the sweet spot for most small businesses.
• Design studio / agency: £5,000–£15,000+ for a brand of similar output — you are paying for a team, an account manager and process.

None of these is “right” — they are different trade-offs of price, speed and involvement.

To make this concrete: Charlotte Chapman runs a fixed-price identity called Brand for a grand at £1,000 — a logo suite, colour, type, one signature illustrated element, a one-page brand sheet and final files, delivered in around ten working days, with the direction agreed before any polished design. A full brand identity with a set of custom illustration built in (packaging, pattern, campaign art) is the launch pack from £2,500. Bigger or ongoing work is quoted from a £220 day rate. See the full breakdown on the prices page.

• Scope — a logo suite vs a full system with packaging, signage and guidelines.
• Illustration — bespoke, hand-drawn work takes time and lifts the price (and the distinctiveness).
• Rounds of revision — open-ended feedback is where hourly quotes balloon; fixed scope keeps it predictable.
• Usage — national campaigns or large print runs may carry a licensing consideration.
• Timeline — genuine rush work costs more.

Spend on the foundation first: a clear, ownable identity you can apply yourself, rather than a pile of deliverables you will not use. Agree the direction before the detail. Send feedback in one consolidated round rather than drip-fed. And make sure you leave owning your files — that is not a given at the cheap end. If illustration is central to how your brand stands out, budget for it deliberately rather than bolting it on later.