Years ago I had vanity plates and they were double the cost of regular every year for renewal. So, it was $50 a year for standard and $100 a year for the vanity registrations.
I looked up the cost again today because I was thinking that I wanted something a little different. And passenger car is $34.50. Personalized is $50 additional. Logo plates are another $0-50 (for example most college logos are $35 more, but military ones are free with proof) and that's on top of the other two fees, so you're probably ~$120 for custom letters on a logo plate.