A logo redesign can cost nothing, or it can cost fifty thousand dollars. Most of that range has very little to do with how good the final mark looks. It has to do with what comes with it. A free AI generator hands you a file in two minutes. A boutique studio hands you a file plus the research, the variations, and the rules for using it, over two to four weeks, for somewhere between two and a half and ten thousand dollars. Both produce a logo. Only one produces something a business can actually run on.
The cheap end of the market really is cheap. DIY generators sit at zero to fifty dollars, maybe a small monthly fee if you want vector exports, and what you get is a file with no strategy behind it: no reason the shape or the colour fits the business, just that it exists. Freelancers span a far wider band, anywhere from fifty dollars for a same week job on a gig platform to fifteen hundred for someone experienced who delivers proper vector files, a few genuine variations, and a bit of strategic thinking. Inside that freelancer band, the quality gap is bigger than the price gap lets on.
Boutique studios land at two and a half to ten thousand dollars. That price buys something else entirely: a full logo suite, usage guidelines, and mockups showing the mark applied across every place a business actually needs it. Strategic branding agencies go further still, ten thousand to fifty thousand and up. At that price you're paying for market research and brand architecture as much as the mark itself. Fine for a company rethinking who it is. Rarely the right call for a business that just needs its existing logo to stop looking dated.
Even inside the same tier, price swings a lot depending on where the designer is sitting. Agency rates in the US, Canada and Australia average a hundred to a hundred and fifty dollars an hour; the same calibre of work elsewhere can run a quarter of that. Complexity and revision limits move the number just as much. Two rounds of revisions included is a common freelancer default, and it's worth asking about before the number, not after.
Here's the distinction worth holding onto: a redesign modernises a mark you already have and keeps the equity built into it. A full rebrand starts from zero, rethinking the whole visual identity, and typically runs two to three times what a redesign does. If nothing fundamental about the business, its audience, or its name has changed, a redesign is almost always the right call, and the cheaper one. A rebrand is solving a different problem entirely, and paying rebrand prices for a redesign job is the easiest way to overspend on this.
Before asking anyone for a quote, work out which of those two problems is actually yours, and bring the current mark along with a plain account of what's changed since it was made. Then ask exactly what the number includes: files only, or files plus guidelines plus revisions plus the thinking behind the choice. Two quotes at the same price rarely buy the same thing. That gap is where a studio earns the fee a generator or a bargain freelancer never can.