Brand Identity Package Pricing Calculator
Price a brand identity package covering logo design, color palette, typography, and brand guidelines for freelancers and studios.
Reviewed by Daniel Agrici, Founder & Lead Developer
Formula
Total = (Logo + Colors + Typography + Guide + Cards + Social) + Revision Surcharge + Profit Margin
Base cost sums all component prices. Extra revision rounds beyond the included two add 10% of base cost per round. Profit margin is applied as a percentage on top of the subtotal to determine the final package price.
Worked Examples
Example 1: Freelance Designer Standard Package
Problem:A freelance designer prices a brand identity: Logo $2,500, colors $500, typography $400, brand guide $1,500, business cards $350, social templates $800. Three revision rounds, 25% profit margin.
Solution:Base cost: $2,500 + $500 + $400 + $1,500 + $350 + $800 = $6,050\nRevision cost: ($6,050 x 0.10) x max(0, 3-2) = $605\nSubtotal: $6,050 + $605 = $6,655\nProfit: $6,655 x 25% = $1,664\nTotal: $6,655 + $1,664 = $8,319
Result:Package Price: $8,319 | Effective Hourly Rate: ~$104/hr (based on 80 hours)
Example 2: Agency Premium Package
Problem:An agency prices a package: Logo $5,000, colors $1,000, typography $800, brand guide $3,000, cards $600, social $1,500. Five revision rounds, 35% margin.
Solution:Base cost: $5,000 + $1,000 + $800 + $3,000 + $600 + $1,500 = $11,900\nRevision cost: ($11,900 x 0.10) x max(0, 5-2) = $3,570\nSubtotal: $11,900 + $3,570 = $15,470\nProfit: $15,470 x 35% = $5,415\nTotal: $15,470 + $5,415 = $20,885
Result:Package Price: $20,885 | Effective Hourly Rate: ~$261/hr (based on 80 hours)
Frequently Asked Questions
What is included in a brand identity package?
A comprehensive brand identity package typically includes several interconnected design deliverables that work together to create a cohesive visual identity. The core elements are a primary logo and its variations (horizontal, stacked, icon-only, and reversed versions), a defined color palette with primary, secondary, and accent colors specified in HEX, RGB, CMYK, and Pantone values, and a typography system with primary and secondary font families. Additional deliverables often include a brand style guide document, business card design, letterhead and envelope templates, social media profile images and templates, email signature design, and presentation templates. Premium packages may also include brand photography guidelines, iconography sets, and motion graphics standards.
How much should a brand identity package cost?
Brand identity package pricing varies enormously based on the designer or agency experience level, project scope, and market positioning. Freelance designers typically charge between two thousand and ten thousand dollars for a complete package, while mid-tier agencies charge between ten thousand and fifty thousand dollars. Major branding agencies and consultancies charge fifty thousand to several hundred thousand dollars for enterprise-level brand identities. The price difference reflects not just design quality but also the depth of strategic research, competitive analysis, audience research, and brand positioning work that precedes the visual design phase. For small businesses and startups, a budget of three thousand to eight thousand dollars typically secures a professional and comprehensive brand identity package from an experienced freelancer or boutique studio.
How long does it take to create a brand identity?
A typical brand identity project takes four to twelve weeks from kickoff to final delivery, depending on the scope and complexity of the work. The discovery and research phase usually takes one to two weeks and includes competitive analysis, audience research, and brand positioning workshops. Concept development and initial design exploration takes another two to three weeks, during which designers create multiple logo concepts and visual direction options. Client review and revision rounds add one to three weeks depending on how many rounds are included and how quickly feedback is provided. Final file preparation and brand guide creation requires an additional one to two weeks. Larger enterprise projects with multiple stakeholders and extensive applications can take three to six months or longer to complete the entire brand system.
How many revision rounds should be included in pricing?
Industry standard practice is to include two to three rounds of revisions in the base package price, with additional rounds available at an extra charge. The first revision round typically addresses major directional feedback such as color preferences, layout changes, or style adjustments. The second round focuses on fine-tuning details like spacing, proportions, and color value adjustments. A third round handles final polishing and minor tweaks. Including unlimited revisions is generally not recommended because it can lead to scope creep and project delays. Extra revision rounds should be priced at ten to fifteen percent of the base component cost per round. Clear revision policies should be established in the contract to define what constitutes a revision versus a new design direction.
References
Reviewed by Daniel Agrici, Founder & Lead Developer · Editorial policy