How much do a logo and corporate identity cost in Finland?

In Finland, a logo typically costs between 300 and 1,500 euros, an advertising agency charges between 1,500 and 5,000, and a complete corporate identity, including brand guidelines, costs between 2,000 and 15,000. With AI, you can get it for less than a hundred. However, it’s not the price difference that matters — what matters is what files and rights you receive. This article explains what you’re paying for, the three key questions to ask before placing an order, and what you need to know about AI-generated logos.

Price ranges

Where	Price
AI generator	0–100 €
Freelancer, simple logo	200–500 €
Professional, standard logo	300–1 500 €
Advertising agency	1 500–5 000 €
Logo + brand guidelines	2 000–5 000 €
Comprehensive visual identity	5 000–15 000 €

These are prices published by Finnish designers and design studios; they do not represent actual sales.

What are you actually paying for?

The design is the quickest part of the job. It can be done in an hour, which is precisely why an AI-generated logo is virtually free. The price is made up of three other factors:

• Decisions to make before you start designing. Who are you selling to, what do your competitors look like, and what sets you apart? Without these, you’ll end up with a beautiful brand that could belong to anyone.
• Functionality in every size. The same logo must be legible both in a 16-pixel browser icon and when stuck to the side of a van. This usually means multiple versions: landscape, portrait, just the logo, and single-colour.
• Files and rights. This is where the cheap and the expensive diverge permanently — and this will be explained below.

Three questions to ask before placing an order

1. Can I have a vector file?

A vector file is one that can be scaled to any size whilst remaining sharp — the file formats are SVG, AI, EPS and PDF. If you only receive a PNG or JPG image, the logo is locked to the size at which it was created. In practice, this means that your first sign order or exhibition stand will cost you a new logo.

This is the most common single problem with cheap logos and AI generators: the image looks good on screen but isn’t a vector.

2. To whom are the rights transferred?

In Finland, copyright is vested in the creator. It does not automatically transfer to the customer simply because the invoice has been paid — this must be agreed upon. The agreement should state that you are free to use the logo without restriction in your business and that you may also modify it at a later date.

The right to edit is most often overlooked, and this only comes back to haunt you years later: without it, updating the logo requires the original creator’s permission.

3. Is the trademark available for use?

A quick check is free: search the PRH’s trade mark database and the EUIPO’s search service to see if a similar mark has already been registered in your sector. This is not a legal assessment, but it will weed out the most serious conflicts before your logo has been printed.

AI logos: what you need to know

A logo created using artificial intelligence costs next to nothing and can look great. However, there are two things you should be aware of beforehand.

It is not protected by copyright. In Finland, copyright is granted to a natural person who has made independent and original creative choices. Material produced purely by artificial intelligence does not meet this criterion. In practice: if a competitor adopts your logo, you cannot invoke copyright. The more a person has guided and modified the result, the closer one gets to protection — but the boundary is open to interpretation.

It can still be registered as a trade mark. Trade mark protection does not depend on who created the mark, but on whether it meets the requirements for registration. In practice, this is the only way for the owner of an AI-generated logo to obtain protection for their mark.

Registration with the PRH will cost the following from 1 January 2026:

Payment	Online	On paper
Application, comprising one class	250 €	300 €
Each additional category	100 €	100 €
Redesign	250 €	300 €

VAT 0%. The application fee must be paid when submitting the application and is non-refundable even if the application is rejected.

Is a logo enough, or do you need a complete brand identity?

A logo alone is enough if the business is small and is mainly visible in one place: a website, a business card, perhaps a vehicle wrap. In that case, decisions can be made one at a time and there’s no need for a style guide.

A consistent visual identity is worthwhile when content is produced by several people or there are multiple channels. In such cases, a set of guidelines saves money: it prevents every leaflet and social media image from having to be designed from scratch.

We offer these as two separate services: the logo for €690 and the brand identity, including the logo and guidelines, for €1,900 (VAT 0%). The initial concept will be ready within five working days. The logo includes vector files and usage rights without the need for a separate agreement — including the right to make amendments.

In demand

What does the brand guidelines include?

Typically: logo variants and protected areas, colours in both screen and print versions, typography and proportions, visual style guidelines, and examples of correct and incorrect usage. The scope varies from a few pages to dozens. Rather than asking about the number of pages, ask whether the guidelines cover the materials you’ll actually be producing.

How often should a logo be updated?

Less often than marketing suggests. A logo’s value comes from repetition: the longer the same logo is in use, the more recognisable it becomes. There is a valid reason for a rebrand if the business has genuinely changed, the logo does not work in a digital context, or it can be confused with a competitor’s. Simply saying ‘it’s starting to look old’ is a poor justification if customers still recognise it.

Can you get a logo designed cheaply through an online service?

Oh, and for a small start-up, this could be a sensible first solution. Check two things: whether you’ll receive a vector file and what usage rights the licence grants. Some services sell the same template to multiple customers, meaning the logo isn’t exclusive — this doesn’t prevent you from doing business, but it does prevent you from registering it as a trademark.

Do I need to register the logo as a trade mark?

It isn’t compulsory. Registration is advisable if the name or trademark is essential to your business and you intend to use it for the long term, or if there are many similar names in your sector. For a small local business, a €250 application is rarely the top priority — but if the logo has been created using artificial intelligence, it is effectively the only protection available.