Package 1: Startup Essentials
For: New businesses, solopreneurs, or those needing a foundational visual identity on a budget.
Scope: Focuses on core logo and basic application rules.
Typical Deliverables:
Logo Design: 2-3 initial concepts, 2-3 rounds of revisions on one selected concept. Final logo delivered in standard formats (JPG, PNG, vector PDF/SVG).
Color Palette: Primary and secondary colors (3-5 colors total) with HEX/RGB values.
Typography: Selection of 1-2 primary fonts (often Google Fonts or standard system fonts for cost-effectiveness).
Basic Brand Guidelines (PDF): A simple, clean document (10-15 pages) showing logo usage, clear space, minimum sizes, color codes, font names, and basic application on 1-2 items (e.g., business card, social media avatar).
Estimated Cost Range:
Freelancer: $1,500 - $4,000
Small Agency/Boutique Studio: $4,000 - $8,000
Timeline: 3-6 weeks
Package 2: Professional Growth
For: Established small-to-medium businesses planning to scale, needing a comprehensive and cohesive system.
Scope: A complete visual identity system with detailed guidelines for consistent application.
Typical Deliverables:
Logo Suite: Primary logo, secondary horizontal/stacked versions, and a submark/favicon. More conceptual exploration.
Expanded Color Palette: Primary, secondary, and accent colors with defined usage roles (e.g., for text, backgrounds, CTAs). May include PMS spot colors for print.
Typography System: Primary and secondary fonts (often licensed fonts) with clear hierarchies for headings, subheadings, and body text.
Graphic Elements/Imagery Style: Development of supporting patterns, textures, icon sets, or specific photography/illustration guidelines.
Comprehensive Brand Guidelines (PDF): A detailed manual (25-50+ pages). Includes all the above plus detailed application examples: stationery (letterhead, business card, envelope), digital templates (social media graphics, presentation deck, email signature), and sometimes mockups of merchandise or simple packaging.
Estimated Cost Range:
Experienced Freelancer/Specialist: $5,000 - $15,000
Mid-Size Agency/Studio: $15,000 - $35,000
Timeline: 6-12 weeks
Package 3: Enterprise Rebrand / Full-Scale Launch
For: Larger companies, organizations undergoing a rebrand, or new ventures with significant funding needing a deep strategic foundation.
Scope: Brand strategy integrated with identity design, resulting in an exhaustive, future-proof system.
Typical Deliverables:
Discovery & Strategy Workshops: In-depth interviews, market/competitor analysis, brand positioning, and audience definition.
Complete Visual Identity System: Extensive logo exploration and refinement. A full suite of logos, marks, and adaptable lockups.
Advanced Design Systems: Complex color systems, custom typography (or extensive licensing), detailed data visualization styles, motion/animation guidelines for the logo and UI elements.
Comprehensive Application Design: Full design of key touchpoints—full stationery suite, complex packaging system, detailed digital UI components, detailed social media toolkit, extensive presentation templates, and environmental/merchandise examples.
Detailed Brand Guidelines & Governance: Often a dynamic digital guide or a multi-chapter PDF (75-150+ pages). Includes brand voice, messaging, tone-of-voice examples, and detailed "do's and don'ts" for all assets. May include asset management setup (e.g., Brand Folder).
Estimated Cost Range:
Specialized Boutique Agency: $35,000 - $100,000+
Large Branding Agency: $100,000 - $500,000+
Timeline: 4-8 months
Key Variables That Affect Cost:
Discovery & Strategy: The more strategic work upfront (audience research, positioning, workshops), the higher the cost.
Number of Concepts & Revisions: More initial concepts or revision rounds increase time and cost.
Deliverable Complexity: A simple logo vs. a full logo suite with custom iconography. Basic PDF vs. an interactive digital brand portal.
Licensing & Fonts: Using free fonts vs. purchasing expensive font licenses (which you typically buy separately).
Designer/Agency Expertise: A recent graduate will charge far less than a firm with Fortune 500 portfolio pieces.
Industry: Specialized niches (e.g., healthcare, fintech) may command higher fees due to regulatory or complexity factors.
Recommendation:
Always request detailed proposals and portfolios. Ensure you understand what's included in the "brand guidelines"—is it just a PDF, or does it include the design of all the example applications shown within it? Clear scope definition is crucial to avoid unexpected costs.
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