How much to charge for a brand identity package?
Most freelance brand identity packages land between $1,000 and $5,000, and the spread mostly comes from how many applications the client actually needs.
A brand identity job is a logo plus a system: color, type, packaging or stationery mockups, and a guidelines document someone else can follow. Each of those is its own line, not a bonus.
Price more for tight deadlines
Complex projects tend to cost more
Price more if you're more experienced
Brand identity pricing in detail
Rates by level
| Level | Per project | Hourly |
|---|---|---|
| Under 1 year | $500–1,200 | $25–50 |
| 1 to 3 years | $1,200–3,000 | $45–75 |
| 3 to 7 years | $3,000–7,000 | $75–130 |
| 7+ years | $7,000–20,000 | $130–200 |
Under 1 year, you are pricing a logo with extra steps. At 1 to 3, a real system. At 3 to 7, something a manufacturer can hand off to. 50% of clients will only pay up to $1,500. Only 20% pay over $4,000.
Why the range will not help you
The range is for a brand identity in the abstract. The client in your inbox does not have a name locked yet, wants packaging mockups for three flavors, and needs a guide their manufacturer can read. That is a different price, and it is not on any chart.
A typical brief, priced
“A protein bar startup wants a full identity: logo, color palette, type system, packaging mockups for three flavors, and a one-page brand guide for their manufacturer. They are launching in stores in two months and do not have a name locked in yet either. I was thinking $1,200 for everything since it's a startup and they don't have much budget.”
| Naming support and positioning input | $300 |
| Logo design, 3 concepts | $700 |
| Color palette and typography system | $400 |
| Packaging mockups, 3 flavors | $600 |
| Brand guidelines document | $350 |
| Two revision rounds | $250 |
| Total | $2,600 |
You were going to charge $1,200. The scope is $2,600. You would have eaten $1,400 in unpriced work.
What people forget to charge
- Naming or positioning input, even if it's just feedback on their shortlist.
- Packaging mockups, priced per flavor or variant, not once.
- The guidelines document. Someone else has to use this without you.
- Stationery or business cards, if they were mentioned once and forgotten.
- Revision rounds, named and capped.
- The rush for a stores-in-two-months launch.
How to say it to the client
“A logo is one piece of this. What you actually asked for is a system: color, type, packaging, and a document your manufacturer can follow without calling me. Here is what each piece is, and you can drop any of them.”
FAQ
What counts as a 'full' brand identity?
Logo, color palette, typography, and at least one application (packaging, stationery or web) plus a guidelines document. Less than that is a logo package.
Do I charge for naming help?
Yes, even light feedback on their shortlist. Naming is a different skill than mark-making.
How many packaging mockups should be included?
Price per SKU or flavor. Three variants is three layouts, not one design with a color swap.
What if they don't need a guidelines document?
Ask why. If someone else, like a manufacturer, will use the files, they need one whether they've asked or not.
Is $3,000 fair for a startup with no budget?
It can be. Cut scope, not rate. Drop packaging or the guide before you drop your price per hour.