Shopify questionAnswer4 min read
How Much Does a Logo and Branding Package Cost for a Shopify Store?
A logo can cost nothing or several thousand. What you should spend depends on how far along the store is and how much of a brand system you need around the logo.
Key takeaways
- Shopify's AI logo maker is free. Logo contests on 99designs cost $249 to $1,050, and its Brand Launch Package starts from $599, as checked on 7 November 2026.
- Freelancers and agencies quote per project. A branding package costs more than a logo because it adds colors, fonts, logo variations and rules for using them.
- Shopify's brand settings ask for a default logo at least 512 px wide, a square logo of about 512 x 512 px and a cover image of at least 1920 x 1080 px.
- Budget separately for a trademark: the USPTO charges $350 per class as its base application fee.
- Who it is for
- New store owners planning a brand
- Time needed
- 4 minutes to read
- What you need
- Your store name
A logo for a Shopify store costs anything from $0 with a free AI tool to $249 to $1,050 for a design contest, and custom work from a freelancer or agency is quoted per project. A full branding package costs more than a logo alone, because it adds a color palette, fonts, logo variations and a guide for using them. For a new store testing a product, a simple logo is enough; spend more once you know the product sells.
I build Shopify stores, so I see what happens after the logo arrives: whether the files work in the header, on mobile, on packaging and in emails. Prices below were checked on the providers' own pages on 7 November 2026.
What a logo costs, by option
| Option | Cost | What you get | Best for |
|---|---|---|---|
| Shopify logo maker | $0 | AI options, high-res PNG | Testing an idea |
| Design contest | $249 to $1,050 | About 30 to 90 concepts, pick one | Choice on a budget |
| Bundle package | From $599 | Logo plus brand pieces | A first full set |
| Freelance designer | Quoted per project | Direct work, set revisions | A clear brief |
| Branding agency | Quoted per project | Research, strategy, full identity | Funded launches |
The 99designs contest tiers are Bronze at $249, Silver at $399, Gold at $799 and Platinum at $1,050, before sales tax. Freelance and agency rates aren't published in any standard way, so the only reliable figure is a written quote for your brief.
Logo vs branding package
A logo is one mark. A branding package is the system around it, and that is what makes a store look consistent from the header to the shipping box.
- Logo variations: a full logo, a square or stacked version, and a small icon for favicons and social profiles.
- Color palette: primary and secondary colors with exact codes for web and print.
- Typography: heading and body fonts, with licenses that cover web use.
- Usage guide: spacing, minimum sizes and what not to do with the logo.
- Applications: social templates, email header, packaging and labels, if included.
What your Shopify store needs from the files
Shopify stores brand assets under Settings > General > Brand assets. The help center asks for a default logo in PNG or JPEG at least 512 px wide, a square logo of at least 512 x 512 px that may be cropped to a circle, and a cover image of at least 1920 x 1080 px. There's room for a slogan of up to 80 characters and a description of up to 150.
What drives the price
- Number of concepts and revisions. Three directions and two rounds of changes cost less than open-ended revisions.
- Research. Competitor and audience research adds time but avoids a logo that looks like everyone else's.
- Deliverables. Vector files, variations and a guide add hours compared with one PNG.
- Rights. Make sure the contract transfers full ownership to you.
- Packaging and print. Box, label and insert design is often priced separately.
Hidden costs to budget for
- Trademark filing: the USPTO base fee is $350 per class of goods or services, and more fees can follow during examination.
- Font licenses: some fonts need a paid web license to use on your store.
- Similarity checks: Shopify notes that AI logos may resemble other designs, so check trademark availability before you register a mark.
- Store updates: new colors and fonts mean theme changes, email templates and product images.
Trademark fees outside the US
In the UK, GOV.UK says registering a trade mark costs at least £205, more with extra classes. The EU and Australia charge their own fees through EUIPO and IP Australia, so check those offices before you budget. A logo you can't protect in your main market is worth less than it looks.
What to do next
- Settle the name first. My guide on how to name a Shopify store and the store name generator help you get there.
- Match spend to stage. Use a free or contest logo to test demand, and invest in a full branding package once the product sells.
- Write a one-page brief with your audience, three competitors and the places the logo must work.
- Build the store around it. My store design and development starts from $300 with a fixed quote, and it uses your brand files across the theme.
Free tools
Check your own store
Free, no sign-up. Each one runs a part of this guide for you.
Frequently asked questions
How much should logo design cost for a small online store?
It can be free with Shopify's logo maker, $249 to $1,050 for a 99designs contest, or a quoted fee from a freelancer or agency. Match the spend to how proven your product is.
What is the average logo design cost?
There's no reliable published average, because freelancers and agencies price per project. The fixed reference points are free AI tools and contest platforms with listed prices.
What does a branding package include?
Usually logo variations, a color palette, fonts, and a usage guide. Some packages add social templates, email headers and packaging design.
Is Shopify's logo maker really free?
Yes. Shopify's page says it's free with no paywall, and it delivers a high-resolution PNG. Check trademark availability before relying on an AI-made logo.
What logo size does Shopify need?
Shopify asks for a default logo in PNG or JPEG at least 512 px wide and a square logo of at least 512 x 512 px. Trim extra padding so it doesn't look small in the header.
Do I need to trademark my store logo?
It isn't required, but it protects the brand. The USPTO's base fee is $350 per class, and a UK trade mark costs at least £205.
Sources
- 99designs pricing, 99designs
- Logo design, 99designs
- Free logo maker, Shopify
- Managing your brand assets, Shopify Help Center
- How much does it cost?, USPTO
- Register a trade mark: apply, GOV.UK (Intellectual Property Office)
Related services and work
I'm a Shopify developer and CRO specialist. I have built and improved Shopify stores since 2018, completed more than 1,000 projects, and hold a 4.96 average rating across 719 client reviews.
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