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Cost guide

How much does brand identity design cost in 2026?

A full identity system runs $1.5K–$8K at the direct rate, as a fixed quote sized by the surfaces the system has to survive. The strategy sprint (a fixed scope at a fixed price, with an end date) can be bought on its own and collateral is priced per piece below, and every figure becomes an itemised proposal within 48 hours.

Request this optionSee the full rate card

Direct rate, in ₹ or $ · Itemised proposal in 48 hrs

The range

What it costs,
at the direct rate.

Priced as a strategy sprint you can buy on its own, a full identity system for teams whose positioning has actually changed, and collateral per piece once the system exists.

  • One-offBrand strategy sprint$1K–$4Kone-time
  • ProjectIdentity system$1.5K–$8Kfixed quote, one-time
  • Per unitCollateral, per piece$150–$600per piece

Indicative: every figure is refined into an itemised proposal within 48 hours.INR figures shown excl. GST.

Every option includes a Prism workspace for requests, approvals, tasks and the weekly review.

What moves the price

Why the range
is a range.

01

How many surfaces the system must survive

An identity is priced by where it has to work, not by how many logo options you see. A company that lives on a website and a sales deck needs a small system. One that lives on packaging, signage, vehicles, uniforms and a product interface needs rules for each, and each rule is designed and tested. The proposal lists the surfaces, so the quote covers the ones you actually have.

Biggest lever
02

How many people have to agree

Positioning is agreed in writing before any visual work starts, and the sprint is sized by who has to sign it. A founder who decides alone is a short sprint. A leadership team with different views of what the company is buys more discovery sessions, more synthesis and a longer sign-off, because the strategy has to be theirs to hold.

Hidden lever
03

Whether you need a rebrand at all

Many rebrand briefs are a positioning problem, a consistency problem or a website problem wearing a logo costume. Discovery diagnoses which you have. A refresh that tightens the voice, corrects usage and rebuilds templates keeps the mark and the palette, so most of a full system's work never happens. The sprint's verdict says so in plain words.

Scope lever
04

What already exists

Positioning already written down, a mark worth keeping, photography with a consistent register, a fonts list your team already licenses: each one removes work. A company starting from a name and nothing else buys strategy, mark, palette and type in sequence. We review what you hold before we quote, so you pay for what remains.

Often forgotten
05

Templates and rollout

A system nobody can use is a folder of logos. The deck, social and document templates your team touches weekly are part of the identity system, and their number and complexity move the quote. The rollout plan across website, social and collateral is inside the fee. Applying the identity to the site itself is web design, and is quoted as such.

Rollout lever
06

Fonts, photography and print

Font licences, print production, photography and illustration commissioning are real costs, and none of them is in the design fee. They are itemised separately in the proposal so the total is visible before you sign. Typeface choices weigh licence cost alongside the look, with you in the room.

Outside the fee
The options

Which option
fits your case.

Each option below is one way to buy Brand identity. Read what it is and who it fits, then request the one that matches your case; the proposal itemises it.

One-off

Brand strategy sprint

$1K–$4Kone-time
What it is

The thinking on its own. Discovery sessions, a review of competitors and the category, and positioning written down: who the brand is for, what it stands against. Tone of voice with examples, and a plain verdict on whether you need a rebrand, a refresh or a better website.

Who it fits

Founders about to raise, reposition or launch a second product, and leadership teams that disagree about what the company is. It does not fit a team whose positioning is settled and who need visual work, which the identity system covers.

Included
  • Stakeholder discovery sessions and a competitor and category review
  • Positioning in writing: who the brand is for, what it stands against
  • Tone of voice and message hierarchy, with do and don't examples
  • A plain verdict: rebrand, refresh, or a website problem in disguise
  • One sign-off session, timetabled so it cannot drift
Not included, quoted separately
  • Visual identity work
  • Templates and collateral
  • Rollout across site and social
Turnaround
1 to 2 weeks
Moves the number
Stakeholder count: three people who agree and nine who do not are different sprints.
Request this option →
Project

Identity system

$1.5K–$8Kfixed quote, one-time
What it is

The full engagement. The strategy sprint first, then a logo suite with clear-space and misuse rules, colour with accessible pairings, typography and art direction. Delivered with usage guidelines tiered by rule versus preference, and the templates your team uses weekly.

Who it fits

Companies whose positioning has actually changed: a merger, a new market, a product that outgrew its name, a brand that no longer matches the business. It does not fit a company whose problem is consistency rather than identity, where a refresh and templates do the job without a new mark.

Included
  • Positioning, voice and message agreed in writing before visual work starts
  • Logo suite, colour with WCAG 2.1 AA pairings, typography and art direction
  • Guidelines short enough to read, tiered by rule versus preference
  • Editable deck, social and document templates, working files and a fonts list
  • Rollout plan across website, social and collateral, with a team walkthrough
Not included, quoted separately
  • Font licences
  • Print production
  • Applying the identity to your site (see Web design)
  • Photography or illustration commissioning
Turnaround
4 to 8 weeks; core foundations within 14 days of NDA
Moves the number
How many surfaces the system has to survive: a deck and a website is one job, forty product SKUs and a fleet of vans is another.
Request this option →
Per unit

Collateral, per piece

$150–$600per 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 surface designed inside an identity system that already exists, ours or someone else's. A deck template, a one-pager, a social template set or stationery, built to the system's fixed and flexible rules and handed over as an editable master file.

Who it fits

Teams with a finished system and a queue of surfaces, and agencies feeding briefs one at a time. It does not fit a company with no system, where each piece is invented from scratch and the next one will not match it.

Included
  • Designed to the system's fixed and flexible rules
  • Editable master file handed into your workspace
  • Print-ready or platform-ready export
  • Two revision rounds
Not included, quoted separately
  • Print and paper
  • Copywriting
  • Stock imagery
  • Building a system where none exists (see Identity system)
Turnaround
3 to 5 working days per piece; batches scheduled weekly
Moves the number
Page count: a two-side leaflet and a thirty-slide deck template are not the same piece.
Request this option →
Cheaper or dearer

What moves a quote
down, or up.

The proposal itemises the sprint, the system and every template, so each item below appears as a line you can see move.

Brings the quote down
  • A single decision-maker, or a leadership team that already agrees
  • Positioning that exists in writing and only needs sharpening
  • A mark worth keeping, so the work is a refresh rather than a new identity
  • Few surfaces: a website, a deck and social profiles
  • Photography and fonts you already own and license
Pushes the quote up
  • Many stakeholders with different views, each of whom must sign the strategy
  • Surfaces beyond the screen: packaging, signage, vehicles, uniforms, print
  • A product interface that must carry the identity alongside the marketing site
  • Several markets or scripts, each with its own type and naming rules
  • A launch date that compresses discovery, direction and rollout into parallel tracks
What you get

What the fee
actually buys.

The fee buys a system your team can apply without us in the room, and the strategy that justifies every decision in it. No recall, awareness or revenue figure is promised, because those depend on what the business does with the brand; the deliverables and the ownership are.

01

Positioning in writing

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

02

Voice your writers can follow

Tone of voice and message hierarchy (which point comes first, and which supports it) with do and don't examples. The part most identity projects skip, and the part your sales deck uses daily.

03

A logo suite with its rules

Primary and secondary marks, clear space (the protected margin around the mark), minimum sizes and misuse examples, drawn for favicons and slide footers as much as for the brandbook cover.

04

Colour and type that pass

A palette with accessible contrast pairings that say which combinations may carry text, and typography sized for print and screen, so nobody publishes an unreadable button.

05

Guidelines tiered by authority

What is fixed, what flexes within stated bounds and what the person making the thing simply decides, short enough to be read and explicit about which rules matter.

06

Files, templates and a walkthrough

Working files, a fonts list, and editable deck, social and document templates handed into your workspace, with a session for the people who will use them. Everything is yours from delivery.

AgenciesAgency partners buy at the partner rates on agencies.pixelcrayons.com; volume terms are agreed under NDA.

Request the partner card →
Questions

Frequently
asked.

Because concepts are cheap and surfaces are where the work is. Any studio can show you several marks. Making one of them survive a favicon, a slide footer, a social crop, a vehicle and a product interface means designing and testing a rule for each, and those rules are the system. The proposal lists the surfaces the identity must cover, so you can add or remove one and watch the quote move.

Yes, and it is often the right order. The sprint ends in positioning, voice and a verdict: rebrand, refresh or a website problem in disguise. If the verdict is a full identity, the sprint is not repeated when you commission it, because its output is the brief the visual work starts from. If the verdict is a refresh, you have saved the difference and know exactly what to fix.

It includes the rollout plan: which surfaces change first and what each needs from the system. It does not include redesigning the site, because that is web design and is priced as its own engagement. The same team can carry the identity straight onto the site, so nothing is lost between the brandbook and the build. The proposal shows the two as separate lines you can sequence.

A refresh keeps the mark and the palette, so the visual half of a full system's work does not happen. What remains is the strategy sprint, corrected usage rules, a tightened voice and rebuilt templates, and those are priced as the sprint plus collateral by the piece. Nobody should buy a full identity system to fix a consistency problem, which is what the sprint's verdict exists to prevent.

No. Font licences, print production, photography and illustration commissioning are quoted separately, because each is a real cost that depends on your choices and your volumes. They appear on their own lines in the proposal, so the total is visible before you sign.

They lengthen the sprint rather than the visual work. Each person who must sign the positioning adds discovery time and synthesis, and the proposal sizes the sprint for that. The visual work is not made dearer by disagreement, because it starts only after the strategy is agreed in writing. Settling the argument first keeps the identity from being redesigned by attrition later.

Related

Other cost guides
and the service itself.

How much does web design cost in 2026?Cost guide: the options, what moves the price and what the fee buys.How much does a website cost in 2026?Cost guide: the options, what moves the price and what the fee buys.How much does a WordPress site cost in 2026?Cost guide: the options, what moves the price and what the fee buys.How much does a Shopify store cost in 2026?Cost guide: the options, what moves the price and what the fee buys.About Brand identityThe service page: what the work is, how it runs and the proof behind it.Brand identity on the rate cardThe same ranges beside every other service, in one card.

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