Pricing brand identity and logo design

Who this is for

This page is for an independent brand designer preparing a logo or visual identity offer for a real client.

The pricing question

How much strategic discovery and identity rollout does this client need beyond the logo itself?

What to decide before you send the price

Ask before quoting: Why is the identity changing? Which audience matters most? What should the brand signal? Which competitors frame the category? Is positioning approved? What name will appear? Is trademark screening complete? Where must the logo work? Which languages are required? Who chooses the direction? Also confirm legacy assets, accessibility needs, print uses, digital products, launch date, stakeholder count, photography needs, and expected templates.

A full scope can include discovery workshops, visual audit, creative territories, primary logo, secondary marks, colour system, typography, lockups, usage guidance, and final asset library. Assume an approved name, available decision-makers, timely feedback, and client responsibility for legal clearance. Exclude naming, messaging, trademark search, photography, illustration, website design, packaging, printing, motion, and unlimited rollout unless specifically included. Name every required export format.

Offer a Logo Foundation for a focused mark and essential files, an Identity System adding colour, typography, lockups, and guidance, and a Launch Kit adding selected templates. Review strategic territories once, then refine the chosen route through agreed consolidated rounds. Name changes, returning to rejected routes, new stakeholder committees, extra sub-brands, packaging needs, or unplanned applications can reset the project.

A weak scope says, "Design a logo and brand identity until the client is happy." A clear scope says, "Present the agreed creative territories, develop one selected route into the named logo system, and deliver the listed files and guide after consolidated refinement rounds." State that aesthetic preference is resolved through the approval process. Brand use after handoff remains the client's operational responsibility.

• Confirm the brand decision before opening visual exploration.
• Name each logo lockup, template, guide, and file format.
• Assign legal clearance and name approval to the client.
• Refine one selected route within consolidated review rounds.
• Quote sub-brands and new applications as added scope.

FAQ

Pricing for other services

Useful glossary terms

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