Your logo is 10% of your brand. Brand identity is the other 90%: colours, typography, photography style, voice, signage system, menu design, social templates, staff uniforms. In Mykonos, where the guest is weighing you against 30 others, a logo on its own won't cut it. Here's when you need which.
We get asked this a lot: "How much for a logo?" Fair question — but usually the wrong one. A logo is only the start. What actually builds recognition in Mykonos is a coherent brand identity that shows up everywhere speaking the same language.
What a logo IS
A logo is the visual mark that identifies you. Typically: a symbol + a wordmark + a few variations (mono, colour, vertical, horizontal). It's delivered in every format (SVG, PNG, PDF, EPS) so it can go on business cards, menus and signage.
Cost: on the market, a standalone logo project typically runs €500–€1,500 depending on the discovery phase, the number of revision rounds and the designer's name. With us it starts from €590.
What a logo is NOT (though plenty of people think it is)
A logo is NOT:
- Your brand's entire "look".
- Enough to stand out on an island with 250 restaurants.
- Self-evident — it needs usage rules (placement, spacing, colour changes).
What a brand identity includes
Brand identity = a system of visual + verbal rules that make your brand recognisable at every touchpoint. The elements:
- Logo system: primary + variants (horizontal/vertical/mono/reverse).
- Colour palette: 3–5 colours with exact HEX/CMYK/Pantone values + usage rules.
- Typography: primary + secondary typeface, sizes, hierarchy.
- Photography style: light/airy or moody/dark; portrait or still-life; reference shots.
- Illustration / pattern: if there's custom artwork.
- Brand voice: how you speak. Formal or casual; charming or clipped.
- Applications: business cards, letterhead, menu templates, social media templates, signage layouts, packaging.
- Brand guidelines PDF: 10–30 pages documenting all of it, so anyone can follow it down the line.
Cost: on the market, a full brand identity at restaurant/villa/boutique hotel scale typically runs €2,500–€6,000 as a one-off project. With us it can run through the Atelier package (€500/month, 3-month minimum) or on a custom quote.
When a logo on its own is enough
Rarely. But here are the 3 scenarios where a stand-alone logo works:
- You've only got 1 use case (e.g. signage for a beach bar with 2 menus and no social presence).
- You're in a test phase — trying a concept before you invest in a full brand.
- Your budget is under €1,500 and you'd rather have a good logo than a cheap full identity.
When you need a full brand identity
- You're a new restaurant/villa/hotel opening next season.
- You've got 5+ touchpoints: menu, signage, social, business cards, uniforms.
- You're targeting the luxury market — the brand identity signals that "you take your business seriously".
- You've got a team of 2+ and want everyone to know how to use the brand.
- You're thinking about a rebrand after 5+ years.
The trick for a tighter budget
If you can't put €2,500–€6,000 down up front but you want a full brand identity, try this strategy (the amounts are indicative):
- This year (season 1): around €1,500 for a core identity (logo + colours + typography + 1 menu template + 1 social template). Delivered in 2–3 weeks.
- Next season (season 2): around €1,500 for the expansion (signage system + packaging + brand guidelines PDF + 2 more templates).
- Season 3+: revisions/refresh every 2–3 years, €800–€1,500 per cycle.
With this approach you get a complete brand across 2 seasons for around €3,000. Add one refresh in season 3 and the total comes to €3,800–€4,500 — spread over 3 years.
Frequently asked questions
Can I make a logo in Canva and call it done?+
How do I tell if I need a rebrand?+
Do I get the source files?+
How long does a full identity project take?+
Ready for a brand that stands out?
A 30-minute call to work out where you're at. Hear our take before you decide which level to invest in. No pressure.