Logos can be expensive because they take time and thought to get right, and great logo designers are in demand.
I just put up a post on BMB (Brand Marketing Blog) entitled Why does professional logo design cost so much?
When it comes to logo design, there are smart ways to spend money and dumb ways.
Like any investment in a business, there are smart ways to spend on a logo design and other ways that could set your business back. Every entrepreneur should not run out and spend $15,000 for a branding firm to design a branding package, but it should be equally silly to spend no money on logo design (an online logo maker) or hired the kid down the block who knows Photoshop for enough money to by some Fornite skins.
If an entrepreneur hires a professional brand designer (like myself – call me if you need a logo designed) then they don’t have to spend much time managing the process and they don’t have to stress that they will have a bad result. But someone starting an organization hires an amateur or someone from around the world (Fiverr) or run a spec work contest (99 Designs), then they have to manage the process in order to get a great result: a logo they can be proud of. They might end up spending as much in the end as they would have if they had hired a professional in the first place, especially when they value their own time.