What Does a Brand Identity Cost? Factors and Ranges

Author: Matthias Wimmer · Published: April 19, 2024 · Updated: July 24, 2026

Like any other service or consulting, brand identity costs money. But it’s worth it!

This guide shows small and medium-sized businesses and startups which factors determine pricing and what price range they can realistically expect.

The cost of brand identity depends on two factors:

The most important factors that determine the cost of a new brand identity are the requirements specified and the type of agency hired.

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The cost of a new brand identity varies depending on the requirements, complexity, and scope.

Cost factor 1: brand identity requirements

Scope of the brand identity

The scope of the design project has a major impact on the costs.

A complete brand identity package – which includes brand strategy, logo design, business stationery, marketing materials, web design, and social media graphics – is more expensive than a smaller design project.

The level of detail in the brand/design guidelines also affects the amount of work involved.

Complexity of brand identity

The complexity and the extent of the necessary adaptation – for example, to international markets or different media – are important cost factors.

A sophisticated and customized brand identity for a complex brand architecture with umbrella and sub-brands is more expensive than a simple visual identity for a regional company.

Quality of design

Established agencies and designers with solid training, professional experience, and relevant references – as experts in corporate identity – are more expensive than recent graduates or career changers.

Professionals know what matters and can advise you. And you can be sure that the work will meet high standards of craftsmanship and aesthetics.

Revision rounds

The number of revisions included in the service package can affect the cost. The more revisions and rounds of corrections that are required, the higher the cost will be, as this involves more work for the designer.

A structured and strategic approach to brand identity development can help avoid a lot of unnecessary work.

Project schedule

An expedited or urgent project may incur higher costs because it requires faster turnaround times and additional resources.

Briefing

Based on a detailed briefing, an agency can prepare a realistic proposal for your brand identity project.

Companies that have no experience in creating a professional briefing should work with an agency to define the requirements, for example, as part of a workshop.

Cost factor 2: choosing an agency

There are several ways to have a brand identity developed for your company. The best option for your company depends on your budget, your timeline, and your specific needs.

Branding or design agencies

Design agencies specialize in creating corporate identities for companies. They have the expertise and experience to guide you through the development process and create a cohesive and effective corporate identity.

Advantages

Full range of services covering all aspects of brand design
Resources for multiple and large-scale projects
Larger team with specialized skills
Fresh, outside perspective on the company

Disadvantages

Higher costs
Less personalized approach
Longer turnaround time due to higher workload
No personal contact with the creative team

Freelance designers

Freelance designers can also help you create a corporate identity, but they may have fewer resources and less experience than an agency.

Advantages

more affordable than a design agency
a more personalized approach to the project
flexibility in scheduling

Disadvantages

limited resources
less expertise in related areas of design
a narrower range of services

In-house designers or marketing teams

If you have your own design or marketing team, they can also contribute to the development of your company’s corporate identity.

Advantages

Understanding of the company culture
Direct access to company resources
Close contact with other departments
More cost-effective, since they are already on the company’s payroll

Disadvantages

Lack of an outside perspective and creative inspiration, unlike a design agency
Potentially less expertise and experience
Distractions from other tasks or projects within the company
Less objectivity when it comes to identifying design flaws

Looking for the right brand identity agency for your project?

Our 7-step guide with an evaluation matrix shows you how to compare agencies effectively and make an informed decision.

All About “Finding the Right Design Agency.”

As a small-to-medium-sized business or startup, you’ll benefit from the advantages offered by a small design agency with a wast range of services. Since there’s no organizational overhead, your budget goes directly toward the project, and you’ll work directly with the designers.

Learn more about us and our philosophy here

Price range: estimated costs for brand identity

Our price range for brand identity projects is specifically conceived for small and medium-sized businesses as well as startups. Thanks to direct contact between decision-makers and our designers – without unnecessary organizational overhead – and with fast turnaround times, we deliver high-quality results at a reasonable cost.

Our efficient workflow enables us to offer customized solutions at competitive prices.

Small brand identity package

Word and figurative mark (logo design), corporate typeface, color palette

€3,000 – €6,000

Medium-sized brand identity package

Word and figurative mark (logo design), corporate typeface, color scheme, design language, visual concept

€6.000 – €10.000

Large brand identity package

Word and figurative mark (logo design), corporate typeface, color palette, design language, visual concept, concept for graphic representations, formats, and design grids

€10,000 – €50,000