What a logo should cost an Australian business in 2026

In Australia. Prices here are in Australian dollars. A designer registered for GST adds it to the quote, so check whether a figure includes it; ours do.

Our prices, read from the templates

Logo templates	82 designs, $49 each
Brand kits	51 kits, $199 each
Business cards	18 designs, $19 each
Whole store	$19 to $199
Pricing	one-off, GST included, no subscription

Quotes for the same job range from nothing to five figures. Here is what sits behind each kind of quote, and how to work out which your business needs.

What are you paying for when you buy a logo?

A logo quote is mostly a quote for someone's time and judgement. The drawing itself might take a few hours. The decisions behind it take longer: what the business is called, who it is trying to reach, what its competitors already look like, and which of those things it needs to avoid resembling.

That is why the same brief can produce a cheap quote and an expensive one. The cheap one skips the thinking and gives you a mark. The expensive one is largely thinking, with a mark attached to the end of it. Both are legitimate purchases. They answer different questions.

How much does a logo cost in Australia?

Two published figures give a sense of the range. Airtasker's logo design cost guide says experienced designers start from around $700 per design. TDS Australia puts a complete brand identity system from an agency, with the logo, guidelines, type, colour and templates, at $3,000 to $15,000 for small and medium businesses. Our logo templates are $49. The options below run from least to most involved.

Doing it yourself

Setting your own name in a design tool you already pay for. This is the alternative most small businesses weigh up, and it is a legitimate one: a business name set carefully in a good typeface, in a single colour, with nothing else on it, beats most cheap logos.

Two things sink it. The first is spacing rather than the choice of face. Default letter spacing is drawn for text at reading size, and at display size the same setting reads as loose and unconsidered; nothing in a general design tool warns you, and it is the single clearest tell of a homemade logo. The second is the file set. You will finish with a PNG that has a white box behind it, which a sign writer cannot use and a printer will query.

Worth doing if you will spend a real evening on the spacing and can export vector artwork at the end. Not worth doing the night before the cards go to print.

Generators

Type a business name, pick an icon, download a file. The output is instant and usually competent at a glance. Two problems show up later. The first is that the icon came from a library thousands of other businesses have drawn from, so the same mark turns up on a competitor's van. The second is the files: many generators hand you a PNG and charge extra for vector artwork, and a PNG is no use to a sign writer or an embroiderer.

Reasonable when you need a placeholder this afternoon and expect to replace it.

Templates

A designed layout you fill with your own name, colours and type. You are buying the composition and the typography rather than a custom mark. The good ones ship real vector artwork and print files. The weak ones are a JPEG with a text box over it.

This is the band we sell in, so treat the rest of this section as an interested party talking. A template makes sense when your name is the strongest asset you have and you want it set properly. It stops making sense the moment you need a mark nobody else can buy.

Marketplace freelancers

Contest sites and gig marketplaces. You write a short brief and receive drafts, sometimes dozens. The price is real but so is the sorting: you become the art director, and most people are not equipped to be one. Check what you receive at the end. Source files and full copyright assignment are frequently an upsell rather than part of the base price.

Experienced freelance designers

For most Australian businesses that want something of their own, this is the honest middle. Airtasker's cost guide puts experienced designers at around $700 per design and up. You get a conversation before any drawing starts, a few directions rather than dozens, and a proper file set at the end. A designer at this level will push back on your ideas, which is a large part of what you are paying for.

Expect to be asked questions you have not thought about, particularly around what the business will be doing in a few years.

Studios and agencies

TDS Australia puts a complete brand identity system from an agency at $3,000 to $15,000 for small and medium businesses.

At this level the logo is one deliverable inside a larger piece of work: positioning, naming, tone of voice, a full identity system, guidelines, sometimes packaging or environmental design. Businesses that need it usually know they need it, because something concrete is forcing the question. A merger, a franchise rollout, retail distribution, or investors who want the brand to look like it can carry a national campaign.

If nothing like that is true of your business, this band will not return the money.

What changes between the price bands?

Four things change as the price rises: exclusivity, the thinking behind the mark, file coverage, and whether you get a system.

• Exclusivity. Whether anyone else can end up with the same mark.
• Thinking. Whether someone interrogated the brief before drawing.
• File coverage. Whether you can hand it to a printer, a sign writer, an embroiderer and a web developer without going back for more.
• Systems. Whether you get a logo or an identity that still works on a van door, an invoice and a 32 pixel favicon.

Note what is missing from that list: how good it looks. Attractive work exists in every band, and expensive work goes wrong regularly.

When is a logo template the right choice?

A template fits when your business name is doing the heavy lifting and you need it set well rather than reinvented. It fits when you are testing a business and do not yet know if it will still exist in a year. It fits when the logo is one item on a list of thirty and the other twenty nine are more urgent. And it fits when you need files today because the signwriter is booked for Thursday.

When is a logo template the wrong choice?

A template is the wrong choice when you need to register the logo as a trade mark, when the mark has to mean something specific, or when the identity is the product.

• You intend to register the logo as a trade mark. You cannot register artwork that other people are licensed to use, and a template licence does not give you exclusive rights to the design.
• Your mark needs to mean something specific: a founder's story, a place, a technique nobody else uses.
• You are in a category where the identity is the product, such as fashion, hospitality groups, or anything sold on a shelf next to competitors.
• You already have brand equity to protect and a redraw carries risk.
• You want someone accountable for the decision. A designer will defend their choices to your business partner. A template will not.

Every one of those is a reason to spend more than we charge, and we would rather say so here than have you discover it after paying.

What should you ask before paying for a logo?

Ask about the files, the copyright, the revisions, the font licence and a one colour version before you pay anyone.

• What files do I receive, and does that include vector artwork?
• Do I own the copyright outright, and is that in writing?
• How many directions will I see, and how many revisions are included?
• Is the typeface licensed for commercial use, and who pays for the licence?
• Does it come with a version that works in one colour, for stamps, embroidery and etched glass?

The last one catches out more cheap logos than anything else. Plenty of marks look fine in full colour and turn to mud the moment a supplier needs them in solid black.

What does BrandLaunch charge for a logo?

Our logo templates are $49, and brand kits that include the logo, stationery and social artwork are $199. You edit the design in the browser, pay once, and the files download immediately. There is no subscription and no ongoing licence fee. What you are buying is a designed composition and a correct file set, not exclusivity, and the section above on when a template is the wrong call is the part we would rather you read twice.

Common questions

How much should a sole trader spend on a logo?

It depends on how long the logo has to last and where it will go. A template or a generator is a reasonable choice when the business is new or being tested. Airtasker's cost guide puts experienced designers at around $700 per design, and that is worth weighing once the logo is going on vehicles, uniforms and signage, where changing it later gets expensive.

Is a very cheap logo ever good enough?

For a business that is being tested rather than launched, yes. The risks are that the artwork is not exclusive to you, that you may only receive raster files rather than vector, and that copyright assignment is often an extra. Check all three before paying.

Can I trade mark a logo I bought as a template?

No. IP Australia will not grant you exclusive rights to artwork that other people are also licensed to use. If registering the mark matters to your business, commission original work and get copyright assigned to you in writing.

Do logo prices include GST in Australia?

Not always, and it is worth asking. Businesses registered for GST must charge it, so check whether a quote says it includes GST or adds it. Our prices include GST as displayed.

How long does a custom logo take?

It depends on the designer's schedule and how many rounds of changes the quote includes. Most of the time is scheduled time rather than drawing time. Ask for a timeline in writing before you pay, and ask what happens if a round runs over.