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Cost guide

How much does brand identity design cost in 2026?

The brand identity design cost for a full identity system is $1,875–$10K at the direct rate, as a fixed quote. It is sized by where your brand must work: website, packaging, signs. You can buy the strategy sprint (fixed scope and price, with an end date) alone. Single pieces are priced below. Every figure becomes an itemised proposal.

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The range

What it costs,
at the direct rate.

You can buy a strategy sprint on its own. A full identity system suits teams whose market position has really changed. Once the system exists, extra brand materials are priced per piece.

  • One-offBrand strategy sprint$1,250–$5,000one-time
  • ProjectIdentity system$1,875–$10Kfixed quote, one-time
  • Per unitCollateral, per piece$200–$750per piece

Indicative: every figure is refined into an itemised proposal.INR figures shown excl. GST.

Where the engagement includes it, a Prism workspace holds requests, approvals, tasks and reviews.

What moves the price

Why the price
varies from job to job.

01

How many places your brand has to work

An identity is priced by where it has to work, not by how many logo options you see. A company that shows up on a website and a sales deck needs a small system. One on packaging, signs, vehicles, uniforms and an app needs rules for each. Each rule is designed and tested. The proposal lists these places, so the quote covers the ones you really have.

Biggest factor
02

How many people have to agree

We agree in writing what the brand stands for before any visual work starts. The sprint is sized by who has to sign that off. A founder who decides alone means a short sprint. A leadership team with different views needs more sessions, more time to bring views together and a longer sign-off. The strategy has to be theirs.

Hidden cost
03

Whether you need a rebrand at all

Many rebrand requests are really about a muddled message, a brand used inconsistently, or a weak website. The first sessions find out which you have. A refresh tightens the voice, fixes how the brand is used and rebuilds templates. It keeps the logo and colours, so most of a full system's work never happens. The sprint tells you plainly which you need.

Scope
04

What already exists

Each of these takes work off the quote: a written brand strategy, a logo worth keeping, photos in a consistent style, and fonts your team already licenses. A company starting from just a name needs strategy, logo, colours and type, in that order. We review what you have before we quote, so you pay only for what is left to do.

Often forgotten
05

Templates and rolling out the brand

A system nobody can use is just a folder of logos. The deck, social and document templates your team uses each week are part of the identity system. How many you need, and how complex they are, changes the quote. The plan for rolling the brand out across your website, social and print is in the fee. Applying it to the site itself is web design, quoted as such.

Rollout
06

Fonts, photography and print

Font licences, printing, photography and illustration are real costs, and none of them is in the design fee. They are listed separately in the proposal, so you see the total before you sign. When we choose fonts with you, we weigh the licence cost as well as the look.

Outside the fee
The options

Which option
suits your business.

Each option below is one way to buy Brand identity. Read what it is and who it suits, then ask for the one that fits. Your proposal itemises it.

One-off

Brand strategy sprint

$1,250–$5,000one-time
What it is

The thinking on its own. We run sessions with your team and review your competitors and market. Then we write down who the brand is for and what it stands against. You get a tone of voice with examples. You also get a plain answer on whether you need a rebrand, a refresh or a better website.

Who it fits

Founders about to raise money, change direction or launch a second product. Also leadership teams that disagree about what the company is. It does not fit a team that already knows what it stands for and needs visual work; the identity system covers that.

Included
  • Discovery sessions with your team and a review of competitors and your market
  • Your position in writing: who the brand is for and what it stands against
  • Tone of voice and key messages in order, with do and don't examples
  • A plain verdict: rebrand, refresh, or a website problem in disguise
  • One sign-off session, booked so it can't slip
Not included, quoted separately
  • Visual identity work
  • Templates and collateral
  • Rollout across site and social
Turnaround
1 to 2 weeks
Moves the number
How many people decide: three who agree and nine who don't are very different sprints.
Request this option →
Project

Identity system

$1,875–$10Kfixed quote, one-time
What it is

The full project. The strategy sprint comes first. Then a set of logos with rules on spacing and misuse, colours that pass accessibility checks, fonts and a style for images. It comes with guidelines that separate firm rules from preferences, and the templates your team uses each week.

Who it fits

Companies that have really changed: a merger, a new market, a product that outgrew its name, or a brand that no longer matches the business. It does not fit a company whose brand is just used inconsistently. There, a refresh and templates do the job without a new logo.

Included
  • Market position, voice and message agreed in writing before design starts
  • A set of logos, colours with WCAG 2.1 AA accessible pairs, fonts and art direction
  • Guidelines short enough to read, split into firm rules and preferences
  • Editable slide, social and document templates, working files and a list of fonts
  • A plan to roll it out across your website, social and printed materials, with a team walkthrough
Not included, quoted separately
  • Font licences
  • Print production
  • Applying the identity to your site (see Web design)
  • Hiring photographers or illustrators
Turnaround
4 to 8 weeks
Moves the number
How many places the brand must work. A slide deck and a website is one job; forty products and a fleet of vans is another.
Request this option →
Per unit

Collateral, per piece

$200–$750per piece

One unit: one collateral piece (a deck template, a one-pager, a social template set or stationery) designed inside an existing identity system

What it is

One more item designed in a brand system that already exists, ours or someone else's. It could be a deck template, a one-page sheet, a set of social templates or stationery. It follows the system's rules and comes as an editable master file.

Who it fits

Teams with a finished brand system and a list of items to make, and agencies sending briefs one at a time. It does not fit a company with no system. There, each piece starts from scratch, and the next one won't match it.

Included
  • Designed to your brand's firm and flexible rules
  • Editable master file added to your workspace
  • Print-ready or platform-ready export
  • Two revision rounds
Not included, quoted separately
  • Print and paper
  • Copywriting
  • Stock imagery
  • Creating a brand identity from scratch (see Identity system)
Turnaround
3 to 5 working days per piece; batches scheduled weekly
Moves the number
Number of pages: a two-sided leaflet and a thirty-slide deck template are very different jobs.
Request this option →
Cheaper or dearer

What makes your quote
lower or higher.

The proposal lists the sprint, the system and every template. So you can see each item below change a line.

Brings the quote down
  • A single decision-maker, or a leadership team that already agrees
  • A brand strategy already in writing that only needs sharpening
  • A logo worth keeping, so the work is a refresh, not a new identity
  • Few places to cover: a website, a deck and social profiles
  • Photography and fonts you already own and license
Pushes the quote up
  • Many people with different views, each of whom must sign off the strategy
  • Places beyond the screen: packaging, signs, vehicles, uniforms, print
  • An app that must carry the brand as well as the marketing site
  • Several markets or alphabets, each with its own font and naming rules
  • A tight launch date, so research, design and rollout must run at the same time
What you get

What your fee
pays for.

The fee buys a system your team can use without us, and the strategy behind every decision in it. We don't promise brand recall, awareness or revenue, because those depend on what your business does with the brand. We do promise the deliverables, and that you own them.

01

Your brand strategy in writing

Who the brand is for, what it stands against and why anyone should care. It is signed off before a logo is drawn. Every later review then asks if the work says what was agreed.

02

Voice your writers can follow

Tone of voice and message order (which point comes first, and which supports it), with do and don't examples. Most brand projects skip this part, yet your sales deck uses it every day.

03

A set of logos with rules for using them

Main and second logos, clear space (the empty margin around the logo), minimum sizes and examples of misuse. They are drawn to work as a tiny browser icon or a slide footer, not just on the brand book cover.

04

Colours and fonts that pass accessibility checks

A colour palette that shows which pairs have enough contrast to carry text. Fonts are sized for print and screen. So nobody publishes a button people can't read.

05

Guidelines that show which rules are firm

What is fixed, what can change within set limits, and what the person making the item decides. They are short enough to read and clear about which rules matter.

06

Files, templates and a walkthrough

Working files, a fonts list, and editable deck, social and document templates, in your workspace. We run a session for the people who will use them. Your materials remain yours. Bespoke deliverable rights, licences and handover are agreed before work starts.

AgenciesThe ranges above are direct prices. Agency partners buy from the partner price list, about 20% lower on packages.

See the partner price list →
Questions

Frequently
asked.

Because logo ideas are quick, and the work is in making the brand fit each place it appears. One logo must work as a browser icon, a slide footer, a social image and an app. That means designing and testing a rule for each, and those rules are the system. The proposal lists each place, so you can add or remove one and see the quote change.

Yes, and it's often the right order. The sprint ends with your brand strategy, voice and a clear answer: rebrand, refresh, or the real problem is your website. If you need a full identity, the sprint isn't repeated. Its output is the brief the visual work starts from. If you need a refresh, you've saved the difference.

It includes the rollout plan: which places change first and what each needs from the system. Redesigning the site is web design, priced as its own project. The same team can take the brand straight onto the site. The proposal shows the two as separate lines, so you choose the order.

Less, because a refresh keeps the logo and colours, so half of a full system's work doesn't happen. What remains is the strategy sprint, fixed usage rules, a tighter voice and rebuilt templates. That is priced as the sprint plus single pieces. The sprint's answer is there to stop you buying a full system when the brand is just used inconsistently.

No. Font licences, printing, photography and illustration are quoted separately. Each is a real cost that depends on your choices and how much you need. They appear on their own lines in the proposal, so you see the total before you sign.

They make the sprint longer, not the visual work. Each person who must sign off the strategy adds time for sessions and for bringing views together. The proposal sizes the sprint for that. Visual work starts only after the strategy is agreed in writing, so disagreement doesn't make it dearer.

Related

Other cost guides
and the service page.

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