What sets the price of a logo and an identity in Morocco
A logo has no market price, because "logo" is not one service but four very different ones sharing a name.
· 8 min read · Noor Studio Agency
What the Moroccan market publishes
Several Moroccan studios and agencies publish their ranges. Cross-referencing them shows four levels: a logo from an online template around 200–500 MAD, a logo from a junior freelancer between 500 and 2,000 MAD, a logo from an experienced designer between 2,000 and 8,000 MAD, and a complete visual identity from an agency between 5,000 and 25,000 MAD — figures published by tourakdigital.ma, medinaclick.com, bazartagency.com and othmanstudio.net on their own pages.
The hundred-to-one spread does not measure talent. It measures scope: at the first level you buy a picture, at the last you buy a system.
Noor Studio does not publish a rate card. This article explains the market’s price structure, not ours.
What you are actually buying at each level
- An online template. An existing shape with your name added. Fast, cheap, and non-exclusive: the same shape is sold to others. Fine for testing an idea, risky for a brand meant to last, and impossible to register as a trademark if the shape is not yours.
- A standalone logo. An original mark, a few concepts, a few revisions. You leave with an image. What is missing only shows up later: how does it behave small, in a single colour, on a shopfront sign, inside a social media circle?
- A logo with its variants. The same mark, adapted: horizontal, stacked, monochrome, on dark, as an icon. This is the first level that is genuinely usable day to day, because no brand ever needs only one format.
- An identity. The logo becomes one element among several: palette, typography, image treatment, layout, tone. What is sold here is not a drawing but a set of rules that lets somebody else — a printer, a social media manager, a developer — produce something coherent without asking you.
The four variables that actually set the price
- The work before the drawing. Understanding the market, the competition and what should set you apart takes days and produces no image at all. It is nevertheless what separates a pretty logo from a right one.
- Concepts and revision rounds. To be written into the quote, both ways: how many directions proposed, how many revision cycles included. It is the leading source of disagreement in this field.
- The extent of the deliverables. One file or thirty. The formats a printer needs are not the ones the web needs, and a shopfront sign cannot be fabricated from a flattened image file.
- The rights. Exclusivity, full assignment, commercial use with no limit of time or territory. A logo whose rights you do not hold is a logo you cannot register.
What to insist on at handover
Whatever the budget, a proper handover always contains the same things. One that contains only part of them will cost you later.
- The vector source files, not just exported images. Without them the logo cannot be scaled cleanly, modified, or given to a printer.
- The variants: colour, monochrome, on dark, compact format.
- Exact references: colour codes for screen and for print, exact typeface names and their licence. A typeface used without a commercial licence becomes a problem on the day of a print order.
- A usage note, even a short one: minimum sizes, clear space, what not to do.
- A written transfer of rights. Two lines will do, but they have to exist.
Two points specific to the Moroccan context
Bilingualism is designed, not improvised. A brand that will appear in French and in Arabic needs both versions drawn together. An Arabic rendering added later by someone who does not draw Arabic letterforms is immediately visible, and stays visible on the sign for years.
Check availability before falling in love. A name and a mark are registered with OMPIC. Doing that check before approving a direction costs little; doing it after the business cards are printed costs a great deal.
Preparing the brief: what actually lowers the bill
A good share of the time billed on an identity project is consumed by rounds that would not have happened had three things been said at the start. They cost nothing to prepare.
- Where the logo will live. A shopfront, a van, a product label, an app, a rubber stamp. Each medium imposes a constraint, and a logo drawn without knowing them will have to be redrawn.
- Three brands you find right, and why. Not necessarily in your sector. The "why" is worth more than the examples: it reveals what you are after, whereas images alone invite copying.
- Who decides. An identity approved by committee converges on what nobody hates, which is the exact opposite of distinctive. One person must decide.
Frequently asked
Is a 500 MAD logo necessarily bad?
No. It is necessarily limited in scope: little research, few variants, often no source files and no exclusivity. For a business that is starting out and testing its market, that is a defensible decision. The problem is not the price, it is believing you have bought an identity.
Should the logo be redone when the site is?
Not necessarily, and often no. A site is rebuilt every few years; an identity lasts much longer. A rebuild is, however, the right moment to produce the variants that were missing — because that is when you discover the logo has no compact version.
Can we use an AI-generated logo?
Technically yes. Two caveats matter: rights over a generated shape remain uncertain depending on the tool and jurisdiction, which weakens a trademark filing; and a generator knows neither your market nor your competitors, so it produces a plausible shape rather than a distinctive one.
And at Noor Studio Agency?
We do not deliver a standalone logo. An identity starts from what should set you apart, is drawn with its variants — including Arabic where the brand needs it — and leaves with its source files and a written transfer of rights.
A project to scope?
Thirty minutes is enough to tell you what is worth doing now, what can wait, and what it involves.