The verdict in three sentences
A logo is not an aesthetic expense, it is a credibility asset: it is seen before you speak. In Lagos in 2026, a logo alone costs between 100,000 and 300,000 NGN, a full brand identity between 300,000 and 600,000 NGN. The price gap comes from the number of proposals, the formats delivered and above all the transfer of rights included.
What the price covers, deliverable by deliverable
A low price often hides a poor deliverable: one format, no guidelines, vague rights. Here is what distinguishes a serious job.
| Deliverable | Proposals | Formats provided | Price (NGN) | Timeline | Rights transfer |
|---|---|---|---|---|---|
| Simple logo | 2-3 | PNG, JPG | 100,000 - 170,000 | 3-5 d | Limited use |
| Pro logo | 3-4 | PNG, SVG, PDF, AI | 170,000 - 300,000 | 5-8 d | Full transfer |
| Palette + typography | - | Colour/type guide | 80,000 - 180,000 | 3-4 d | Included |
| Brand guidelines | - | 15-30 page PDF | 180,000 - 400,000 | 5-10 d | Included |
| Stationery (card, letterhead) | 2 | Print + PDF | 100,000 - 240,000 | 3-5 d | Included |
| Social media kit | 5-8 | PNG templates | 80,000 - 180,000 | 2-4 d | Included |
Logo only or full identity: what to choose
The right level depends on your stage: a launch needs coherence, a simple refresh can stop at the logo.
| Package | Price (NGN) | Price (EUR) | Contents | Best for |
|---|---|---|---|---|
| Essential logo | 100,000 - 170,000 | 60 - 100 € | Logo + 2 formats | Small budget / test |
| Professional logo | 170,000 - 300,000 | 100 - 180 € | Logo + all formats + rights | Serious SME |
| Full identity | 300,000 - 450,000 | 180 - 270 € | Logo + guidelines + stationery | Brand launch |
| Premium identity | 450,000 - 600,000 | 270 - 360 € | All + social kit + guidelines | Ambitious brand |
In Dakar, the equivalent 2026 order of magnitude runs from 75,000 to 800,000 FCFA, with the same logo-only vs full-identity distinction.
Mini case study
David launches a natural cosmetics brand in Lagos. Tempted by a 25,000 NGN logo on an online marketplace, he receives a low-res PNG with no clear rights. He finally chooses a full identity at 450,000 NGN: pro logo, palette, type, guidelines and social kit. The result: his packaging, site and Instagram are finally coherent. At fairs, his products look "pricier and more serious"; he raises his price by 15% without losing clients, a gain that covers the identity in three months.
FAQ
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Why pay for an expensive logo when there are 15,000 NGN ones?
Because the low price often hides missing vector files (SVG/AI), no rights transfer and no uniqueness. A generic or non-transferable logo can cost far more to fix later.
Which formats must I insist on?
SVG and AI (vector, resizable without loss), PDF, transparent-background PNG, and colour/black/white versions. Without vectors, your logo is unusable at large sizes.
What is a rights transfer?
It is the transfer of logo ownership to your business. Without a written transfer, the designer technically remains owner; insist on a full transfer of economic rights in the quote.
How long for a full identity?
Expect 2 to 3 weeks: briefing, logo proposals, revisions, then guidelines and stationery. A logo alone ships in 3 to 8 days.
Are brand guidelines really useful for an SME?
Yes: they ensure consistency across your site, packaging and social media, even when several people create visuals. They prevent the visual drift that dilutes a brand.
Let's talk about your project. We create coherent brand identities, delivered with all formats and full rights transfer. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
