This guide explains what you actually get at each price, which files you must make sure you receive, and how to avoid paying for your logo twice.
The short answer
| Option | Typical UK price | What you usually get |
|---|---|---|
| AI logo generator | £0–£50 | A quick design, often generic, sometimes with limited usage rights |
| Marketplace (Fiverr, etc.) | £50–£300 | Several quick concepts, quality varies widely, files often incomplete |
| Freelance designer | £300–£1,000 | A brief, original concepts, revisions, a proper file pack |
| Design studio / agency | £1,000–£5,000+ | Research, strategy, full brand guidelines, wider brand system |
For most trade and local service businesses, a professionally designed logo with the right files sits in the £300 to £1,000 range. Studio-level branding is usually only worth it for larger firms or businesses planning to grow into a recognisable brand across a region.
Why the prices are so different
Originality
A £20 logo is often built from a template or stock icon that hundreds of other businesses also use. That's a problem if you ever want to trademark it, or if a competitor down the road ends up with nearly the same thing.
Thinking time
Cheaper logos skip the brief. A good designer asks:
- what you do
- who your customers are
- what your competitors look like
- where the logo will appear
That's how you get a logo that stands out on a van in traffic, not just one that looks nice on a screen.
Revisions
Check how many rounds of changes are included. Two rounds is typical and usually enough.
The files
This is the one that catches people out. More on it below.
The files you must get
A logo is no use if you can't put it where you need it. Before you pay anyone, check you'll receive:
- Vector files (SVG, EPS or PDF). These scale to any size without going blurry. Your van signwriter, embroiderer and printer will all ask for them. If you only get a PNG or JPG, you'll hit problems later.
- PNG files with a transparent background. For your website, social media and documents.
- Colour and single-colour (mono) versions. Mono is essential for embroidery, engraving and some printing.
- A light version for dark backgrounds, such as a white logo for dark vans or polo shirts.
- Horizontal and stacked layouts. A wide version for vans and websites, a compact one for social profile pictures.
- Your exact colour codes and font names. So everything matches, from your van to your invoices.
You should also own the full rights to your logo. Check the small print, especially with AI generators and marketplace sellers.
What trades need that most guides miss
Trade and local service businesses use their logo in tougher places than most:
- Van livery. It needs to be readable at a distance and at speed. Fine detail and thin lettering disappear.
- Workwear and embroidery. Small text and gradients don't stitch well. A simplified version is essential.
- Site boards and signage. Bold, high-contrast and simple works best.
- Google and social profile pictures. Your logo will often be shown in a small circle. It needs a version that still works at that size.
A logo that looks great on a laptop can fall apart on a polo shirt. Make sure your designer is thinking about where yours will actually be used.
Signs you're getting a good deal
- They ask questions about your business before designing anything.
- You see original concepts, not tweaked templates.
- The price clearly states how many revisions are included.
- You receive vector files and the full set of versions above.
- You own the logo outright once it's paid for.
And signs you're not:
- "Unlimited concepts for £15" (they're usually templates)
- No vector files, or vector files cost extra
- Usage restrictions in the terms
- No questions asked before designing
The new business trap: paying twice
Most new businesses don't just need a logo. They need a logo, then a website, then a Google Business Profile, then something to bring in enquiries. When those come from different people at different times, a few things tend to happen:
- the website designer finds the logo files don't work on the web and charges to redo them
- colours and fonts don't match between the van, the site and the social profiles
- you pay for setup work several times over
It often makes sense to get your logo and website done together, by someone who's designing both with the same end goal in mind: getting enquiries.
What we charge
Our logos are built for trades and local service businesses. Each one includes:
- a short brief call
- two initial concepts
- two rounds of revisions
- the full file pack (SVG, PNG and PDF, colour and mono, stacked and horizontal)
- a trade-ready set with versions for van livery, workwear embroidery and signage
- a one-page colour and font sheet
- a favicon, plus profile images for Google and social media
On its own, a logo is £595. If you're starting a new business, our Launch Package includes the logo free, alongside a 20-page Growth Website and Local SEO, so your logo, website and Google listing are built together from day one. It's the most cost-effective way to launch properly.
See logo design for examples, or book a quick call if you're starting out and want to talk through what you need.