Find your exact rate
Typical project work, moderate complexity.
Factor in AI tool subscriptions
Your Rate
Day Rate
$450
Project Est.
$2,200
Retainer
$8,350/mo
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Community Data
What do you actually charge?
Anonymous. Helps improve market benchmarks.
How Much Should You Charge for Brand Identity Design?
Comprehensive brand identity packages typically run $2,500–$15,000 for freelance designers. A solid mid-market brand identity (logo, typography, colors, guidelines) averages $4,000–$8,000.
Floor
$2,500
per hour
Typical
$6,000
per hour
Premium
$15,000
per hour
Find your exact rate
Typical project work, moderate complexity.
Factor in AI tool subscriptions
Your Rate
Day Rate
$450
Project Est.
$2,200
Retainer
$8,350/mo
Was this helpful?
Community Data
What do you actually charge?
Anonymous. Helps improve market benchmarks.
What changes the price
- Scope: logo-only vs. full identity system
- Number of brand touchpoints designed (stationery, social, packaging)
- Depth of brand strategy included
- Brand guidelines document length and detail
- Number of revision rounds
- Client's company size and industry
- Whether photography art direction is included
- Exclusivity of design concepts
Real quote breakdowns
Small Business Brand Refresh
A family restaurant updating its visual identity with a new logo, color palette, and basic style guide.
Breakdown
Logo redesign, 2 type pairings, color system, simple 12-page brand guidelines, business card template, social profile assets.
Tech Startup Full Brand Identity
A SaaS company launching its brand with a logo, full visual system, and multi-channel design language.
Breakdown
Brand discovery workshop, logo + wordmark, icon set, type system, color palette, 30-page brand guidelines, web UI patterns, social templates.
Enterprise Brand Identity System
A professional services firm rebranding across offices in 3 countries with multiple sub-brands.
Breakdown
Stakeholder interviews, positioning workshop, logo family, sub-brand architecture, comprehensive 60-page brand guidelines, print + digital application specs.
Frequently asked questions
What's included in a brand identity package vs. a logo package?
A logo package delivers the mark and its files. A brand identity package includes the logo plus typography system, color palette, visual language rules, and a guidelines document that enables consistent application across all media.
Should I include brand strategy in my identity pricing?
Strategy (positioning, voice, personality) is highly valuable and can double your fee. Package it separately or as an add-on so clients who just want visual design can still work with you.
How many revision rounds should a brand identity project include?
Strategy phase: 1–2 rounds. Concept phase: 2–3 rounds. Refinement: 2 rounds. Define these in the contract. Brand projects without defined revision gates typically overrun significantly.
How do I communicate the value of brand identity to price-sensitive clients?
Frame it as a long-term investment. A strong brand identity is used across every customer touchpoint for years. Amortized over 5 years, a $6,000 identity costs less than $100/month.