Key takeaways
- Logo prices vary because the deliverable ranges from a simple mark to a researched identity system.
- Compare strategy, originality, flexibility and handover, not just the number of concepts.
- Expect a logo family in production-ready formats, not a single image file.
- Clarify ownership and usage rights before work begins.
In this article
Logo design versus brand identity
A logo is the mark or wordmark that identifies your business. A brand identity is the wider system that makes every touchpoint recognisable: colours, typography, imagery, graphic devices, tone of voice and the rules for using them.
Many businesses ask for a logo when they need a small identity system. Being clear about which you need is the first step to a sensible budget. Our brand identity checklist explains what a complete system includes.
What influences project cost
- Research and strategy: understanding your audience, competitors and positioning.
- Number of concepts: how many distinct directions are explored.
- Revision rounds: how much refinement is included.
- Complexity: a custom wordmark, illustrated mark or icon set takes longer than a simple type treatment.
- Applications: whether the logo is shown on stationery, signage, packaging or social templates.
- Guidelines: a one-page usage sheet or a detailed brand manual.
Expected file formats and variations
A professional logo project should deliver a logo family, not a single file.
| Variation | Typical use |
|---|---|
| Primary logo | Website header, documents, signage |
| Secondary or stacked version | Narrow spaces and social profiles |
| Icon or monogram | Favicons, app icons, small applications |
| Single colour and reversed | Embroidery, engraving, dark backgrounds |
| File formats | Vector (AI, EPS, PDF, SVG) and PNG |
Research, concepts and revisions
A typical process includes a briefing session, exploration of creative directions, presentation of concepts, refinement of the chosen direction and final artwork. Ask how concepts are presented and whether they are shown in real applications, as this makes decisions easier.
Ownership and originality questions
Before starting, confirm:
- Who owns the final approved logo and source files?
- Are any fonts or elements licensed from third parties?
- Will the designer check that the concept is original?
- Do you need formal trade mark searches? These should be handled by a trade mark professional.
Choosing a suitable design package
- New business on a tight budget: a focused logo with essential variations and simple colour and type guidance.
- Growing business: a logo family, colour and typography system, stationery and social templates.
- Established business or rebrand: strategy, full identity and comprehensive guidelines. See when to rebrand.
Explore our brand identity and graphic design services or request a quote.
Frequently asked questions
How long does logo design take?
It depends on research, the number of concepts and how quickly feedback is provided. A focused logo project is quicker than a full identity with guidelines.
What file formats should we receive?
Usually vector files for print and signage, plus PNG and SVG files for digital use, in full colour, single colour and reversed versions.
Can you redesign our existing logo?
Yes. A careful refresh can modernise a logo while keeping the recognition you have built.
Do you provide fixed-price quotes?
Yes. We provide an itemised, fixed-price quote that states the number of concepts, revision rounds and final deliverables.
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Melbourne Design Studio is a design and development studio in Truganina, Melbourne, with more than 20 years of design and user experience work. Our team plans, designs and builds websites, apps, brands and campaigns, and writes these guides to help business owners make informed decisions.
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