What goes into a brand identity, and what drives its cost

“How much does a logo cost?” is the question I get most. The honest answer: it depends on what you actually need. A logo is one piece. A brand identity is the system that makes your company look like itself everywhere, from your app icon to your pitch deck.

Two projects that both ask for “a logo” can be completely different in scope, so instead of a price list, here’s what goes into an identity, what moves the cost up or down, and how to spend your budget well.

A proper identity goes well beyond the logo:

• Logo suite: main logo, symbol or icon, and versions for dark, light and small sizes.
• Color palette with exact values for screen and print.
• Typography: typefaces and how to use them.
• Guidelines: a short guide showing how it all fits together.
• Key applications: app icon, social templates, website header, business cards, merch.
• Optional extras: motion (an animated logo), 3D assets, illustration or iconography.

• Scope: a logo, a full identity, or an identity plus website and launch assets.
• Strategy: how much research, positioning and naming happens before design.
• Concepts and revisions: exploring five directions is more work than exploring one.
• Deliverables: every extra template, animation or 3D asset is real work.
• Timeline: rush jobs cost more, because something else has to move.
• Experience: you’re paying for judgment, not hours. A designer who has done this hundreds of times gets to the right answer faster.

1. Buy a system, not just a logo. Colors, type and a few templates make everything you publish look consistent.
2. Write a clear brief. Who you are, who you’re for, three competitors, and what you want people to feel.
3. Prioritize. Start with the logo suite, palette, type and the five assets you’ll use every week. Motion and merch can come later.
4. Ask for source files and usage rights. You should own the vector files and be free to use them everywhere.

• No clear process or timeline.
• Promises of unlimited revisions (usually a sign of no clear direction).
• No source files, or only low-resolution images.
• Logos that look suspiciously like something you’ve seen before. Ask how the concepts were created, and check before you register a trademark.

Every identity I design is scoped to the project, so the quickest way to know what yours involves is to talk. Send me a message with what you’re building and your timeline, and I’ll reply within 24 hours with a clear proposal. You can also see recent identity work in the case studies.