What does a logo and visual identity cost?
A logo alone costs from a few hundred crowns on a generator to about 3 000 to 20 000 Kč from a Czech designer. Slovak price lists put a bare logo at €25 to €190 and a full visual identity at €450 to €3,000. Studios and agencies charge more because they deliver a system, not a picture. Our brand refresh starts at €3,500, a new identity at €7,500.
What does a logo cost in Czechia and Slovakia?
It depends less on who draws it than on what you get at the end: one picture, or a system. Here's the market by scope.
| What you buy | Czechia | Slovakia | What's usually in it |
|---|---|---|---|
| Logo only | A few hundred Kč from a generator (KUUUK, August 2026). 3 000 to 20 000 Kč on average from a designer (Webfusion, January 2026) | €25 to €190 (Resulty, September 2026) | Two to four drafts, one to three rounds of changes, the final file. Cheap packages sometimes come as PNG and JPG only |
| Visual identity | From 18 000 Kč at a freelancer, with a manual of about 15 pages (Le Artist, September 2026). On average up to 100 000 Kč excluding VAT at a small studio (KUUUK, August 2026) | Logo with a manual €250 to €700. Full identity €450 to €3,000 (Resulty, September 2026) | Logo, colour, type, usage rules and a manual, often with templates and examples on real things |
| Identity for a larger organisation | Hundreds of thousands of Kč at large agencies (KUUUK, August 2026) | From €3,000. The city of Žilina paid €20,000 for its visual identity in July 2025 (Resulty, from the Central Register of Contracts) | Research, strategy, a larger team, a roll-out across everything the organisation uses |
Czech designers charge about 500 to 1 200 Kč an hour (Webfusion, January 2026).
Two things to check before you compare. First, VAT: of the 18 Slovak price lists that publish a price, eight mention VAT, and seven of those quote without it (Resulty, September 2026). Second, files: at the bottom of the range, a "logo" can be a bitmap with no vector file, and vector conversion is charged extra.
Logo or visual identity: what are you actually buying?
Ask three studios for a logo and the quotes can be ten times apart. They're rarely quoting the same job. Most offers fall into one of three levels:
- A logo. One mark, in a few file formats. Enough for a sole trader who needs to look credible on an invoice and a simple website.
- A visual identity. The logo plus type, colour, imagery and the rules that tie them together, so your website, packaging, social and events look like one company. It earns its price the moment a second person works with your brand: a printer, a social media manager, a new colleague.
- A brand for an organisation. Research, strategy, many applications and a team to roll it out.
The price climbs with the thinking and the system: how many directions you see, whether the mark is drawn or picked from a library, how many rounds of changes, how many real applications get designed, and how well the files are prepared for print and screen.
Ask every designer the same five questions:
- How many directions will we see, and shown on what?
- How many rounds of changes are included?
- Which files do we get: vector, colour and one-colour versions, for print and screen?
- Are there usage rules or a manual, and what's in it?
- Who owns the rights, and are type licences included?
What do our brand projects cost?
| From | Time | What's in it | |
|---|---|---|---|
| Brand refresh | €3,500 | Often 2 to 4 weeks | Logo tune-up, type, colour, rules |
| Brand identity | €7,500 | Usually 4 to 8 weeks | Logo, type, colour, guidelines, key templates |
Packaging and labels start at €2,500 per product line. Every project has a fixed price agreed up front, two revision rounds per output, and full ownership on delivery: logo files in every format, colours, templates and the guidelines.
What's in it: a short look at your market, two or three directions shown on real things like your homepage or a package, and a logo that's drawn, not picked from a library. Then type, colour and imagery with rules, a short guide, and the brand applied where you use it. Tri Kvety's logotype was drawn by hand, with a seasonal art-direction system around it. For maho matcha we designed the wordmark and the packaging. Events Club renamed from Europe Congress and needed a brand to match, with Tibor on the identity.
We're above most Czech and Slovak price lists, and we don't try to be the cheapest. Want only a logo? A logo tune-up is part of a refresh. A new logo comes as part of an identity, because a logo without type, colour and rules rarely survives the first year.
Brand and website together, in our calculator:
- A five-page site on our tested sections, with a new visual identity: €10,300 to €13,100, 6 to 7 weeks.
- A ten-page custom site with collections and interactive motion, plus a brand refresh: €12,100 to €15,400, 6 to 8 weeks.
How long does a logo and identity take?
One Czech freelancer quotes 7 to 10 days for a logo from an approved brief, 2 to 3 weeks for an identity with a manual and 3 to 5 weeks for a full package, and notes that longer timelines usually mean more rounds of changes (Le Artist, September 2026). One Slovak agency usually delivers a complete identity within 7 days (Resulty, September 2026).
Ours takes longer, because there's more in it. A refresh often takes 2 to 4 weeks, a new identity usually 4 to 8:
- Call and a short questionnaire, week 0.
- Fixed quote within about 3 working days.
- Directions, weeks 1 to 2.
- One direction developed into the full system, weeks 3 to 5.
- Guidelines and templates, weeks 5 to 8.
AI helps us research competitors quickly, mock a direction onto dozens of real applications in an afternoon and prepare file exports. It doesn't draw your logo or pick your typeface. Identity is the part of the work we keep closest to the hand.
What else should you budget for?
A trademark. A logo you can't protect is a risk once the business grows. These are the office fees:
| Where | Office fee | What it covers |
|---|---|---|
| Czechia, ÚPV | 5 000 Kč | Up to three classes of goods or services, 500 Kč for each further class (ÚPV, August 2025) |
| Slovakia, ÚPV SR | €170 | Up to three classes, €50 for each further class (ÚPV SR, checked October 2026) |
| Whole EU, EUIPO | €850 online | One class, €50 for the second, €150 for each further class. Valid for 10 years (EUIPO, checked October 2026) |
A trademark attorney's search and filing cost extra.
Type licences. Some typefaces are free, many good ones aren't. Ask whether the quote includes the licences or only names the ones you need to buy.
Putting it to use. Printing, signs, packaging and a new website are separate costs. Plan the roll-out together with the identity, so you reprint things once.
Is a logo from an AI generator enough?
For a side project, maybe. For a company, it's a risk.
- It's a picture, not a system. No rules, often no vector file, nothing for the next person who has to use it.
- It can look like someone else's. Without research, a cheap logo can easily resemble a competitor's or step on someone else's rights (KUUUK, August 2026).
- Ownership is unclear. In 2023 the Municipal Court in Prague noted, in passing, that an image made by AI isn't a copyright work under Czech law, because it isn't the creative result of a person (Městský soud v Praze, October 2023). If someone copies it, you may have little to enforce. Ask a lawyer before you build a brand on it.
We use AI for research, mock-ups and exports. The mark itself we draw.
What we'd do
If you're a new firm on a tight budget, a logo from a designer you trust, with basic rules, is a fair start. If people already recognise you and the logo still means something, a refresh from €3,500 is usually enough. If you've renamed, merged or outgrown what you started with, go for a new identity from €7,500, and plan the website with it so you build it once.
See how we work on brand design, or price a website with a brand in the calculator.