How much does a logo cost in 2026?

01Logo only or a visual identity?

Ask three designers “how much for a logo?” and you may hear 400, 3 000 and 15 000 PLN. Usually they are quoting different things. A logo is one sign: a symbol and/or a wordmark in a few versions. A visual identity is the system around it: colours, typography, graphic elements, photo style, templates and a brand book that explains how to use it all.

A logo alone is enough for a sole trader who needs a sign for an invoice, a profile picture and a business card. Once you have a website, packaging, social media and several people creating materials, a logo without rules quickly turns into five slightly different versions. That is the point where an identity pays off.

The ranges below are for the Polish market, in net PLN (add 23% VAT if you buy as a business). They are based on Polish price guides from 2023–2026 and should be read as orientation, not as anyone's price list.

02Logo prices in 2026: freelancer vs studio vs agency

Where do the numbers come from? CenaUsług.pl's 2026 data puts the average logo project at 4 018 PLN, with offers between 2 000 and 6 200 PLN depending on the city (Warsaw averaged 2 500 PLN in that sample). The same portal estimates a brand book at 3 500–7 500 PLN on top. Older KB.pl figures give 250–700 PLN for logos bought in online creators, from about 600 PLN for a standard project and 1 000–2 500 PLN for a “premium” designer. Agency projects with strategy are priced individually; there is no reliable public average, so treat the last row as an estimate.

03What affects the price of a logo

• Research and strategy — a designer who studies your market and competitors spends more hours, but the logo is far less likely to look like your neighbour's.
• Number of concepts and revisions — 1 concept and 1 round is a different job from 3 concepts and 5 rounds. Extra rounds beyond the usual 2–3 are often billed separately.
• Complexity — a clean wordmark is faster than an illustrated emblem or a custom-drawn typeface.
• Versions and media — horizontal, vertical, compact, mono, favicon, app icon, signage, embroidery. Each use needs testing.
• Paid fonts — a commercial typeface licence can add a few hundred PLN, and you need it to use the logo legally.
• Experience and reputation — a senior designer with a strong portfolio charges more, and usually needs fewer rounds to get it right.
• A vague brief — changing direction halfway is the most expensive thing you can do. A clear design brief saves money.

04What you must receive with your logo

Whatever the price, a finished logo should come with:

• Vector source files — AI, EPS, SVG or PDF, so the logo scales from a favicon to a billboard without losing quality. A JPG or PNG alone is not a logo you own in practice.
• Raster files — PNG with a transparent background for web and social media.
• Colour versions — CMYK for print, RGB/HEX for screens, plus black and white.
• All layout versions — main, compact and mono, with minimum size and clear space rules.
• Font names and licences — so the next designer or printer can work with your brand.
• A written copyright transfer — see below. This is the part people forget.

05Copyright transfer: why “you can use it” is not enough

Under the Polish Copyright Act, the designer is the author of the logo, and the economic rights stay with them until they are transferred. Two rules matter. First, the transfer must be made in writing, on pain of invalidity (art. 53) — a signed contract on paper or with a qualified electronic signature, not an “OK” in an e-mail. Second, the contract covers only the fields of exploitation explicitly listed in it (art. 41(2)).

For a logo, the list should at least include: reproduction by any technique (print, digital), use online and in social media, on products, packaging, signage, vehicles and advertising, entering it into computer memory, and use as a trademark — including filing it with the Patent Office. Ask also for the right to modify and adapt the logo, so another designer can refresh it later without the author's permission. If the contract is unclear, it may be read as a licence rather than a transfer, which gives you much weaker protection.

06Red flags: when a cheap logo becomes expensive

• A logo for 150–300 PLN in 24 hours — at that price there is no time for research or original drawing. It is often a modified template.
• Stock or template symbols — the same lion or leaf may already be used by hundreds of companies. You cannot register it as a trademark or stop others from using it.
• Pure AI generation — under Polish law a protected work must be created by a human, so a logo generated from a prompt is generally not protected by copyright (PARP, 2024). It may also resemble someone else's trademark.
• No contract, no transfer — “files after payment” without a written transfer means you use the logo on the author's terms.
• Only a PNG — no vector file means paying again for every sign, print run or embroidery.

Planning to register the logo as a trademark? Official fees at the Polish Patent Office (UPRP) are about 400 PLN for an online application in one class (+120 PLN for each further class) and 400 PLN per class for 10 years of protection. An EU trade mark at EUIPO costs 850 EUR for one class. A unique, human-made logo is the precondition for any of this to make sense.

07How we price logos at Glide Wings Studios

Our branding packages start with Start at 900 PLN net — 2 logo concepts, 2 revision rounds, colours and fonts, mini guidelines, a business card and social avatars in one week. Companies that need a complete system usually choose Optimal at 2 200 PLN (3 concepts, a 20+ page brand book and 5 brand media, 4–6 weeks). In every package you get vector files (AI, PDF, SVG, PNG) and a written transfer of economic copyrights after the final payment. We work with clients in Poland and worldwide — remotely, in English, Polish and Russian.

08Questions & answers