Pricing and quotation guide
Visual identity design cost
The cost of a visual identity depends mainly on how far the system extends beyond the logo. Defining a palette and typefaces is a modest task; creating a custom icon set, an illustration style, photography direction and a library of templates is a much larger one.
This page explains the parts of a visual identity that most affect the price and how to decide which your business needs now.
Illustrative diagram
Visual identity
- Core system
- Logo set
- Colour and type
- Optional components
- Icons
- Illustration
- Templates
- Social
- Documents
- Paid to others
- Typeface licences
- Photography
What drives the cost
- Core system
- Logo set, colour palette and typography with rules.
- Icon set
- Number of custom icons drawn to a consistent style.
- Illustration
- Whether a custom illustration style and initial pieces are created.
- Photography direction
- Style guidance alone, or art direction of a shoot.
- Templates
- How many items are built as editable templates, and in which software.
- Motion
- Animated logo or rules for video and social motion.
- Guidelines depth
- A short reference sheet or a full guide with examples.
Costs paid to third parties (separate from our fees)
- Typeface licences, which may be priced by number of users or by web traffic
- Photographer fees and stock image licences
- Printing of sample items
Typeface licence terms vary by foundry; check desktop, web and app uses before choosing.
Which components do you need now?
| Component | Usually needed when | Can often wait when |
|---|---|---|
| Custom icon set | Your website or product uses many icons | A few standard icons will do |
| Illustration style | Illustration is central to how you communicate | You rely mainly on photography |
| Photography art direction | You will commission your own photographs | You use a small set of existing images |
| Template library | Staff produce materials regularly | A designer makes everything |
| Motion rules | Video or animated social content is frequent | Content is mostly static |
Icons and illustration are separate pieces of work
Custom icons and illustrations take time because each one has to be drawn, and the set has to look consistent. Quotations should state how many are included and what happens when you need more later. An alternative is to choose a well-made existing icon library with a suitable licence and adapt it to the identity's colours and line weight, which can work well for businesses that need many standard symbols.
Illustration is similar: a defined style with a handful of starter pieces costs far less than a complete library, and more pieces can be commissioned as needed.
Example: a phased visual identity
Illustrative example — not a client case study
Situation: A small online business needs a recognisable look for its shop, emails and social media, with a limited initial budget.
- Phase one covers the core system and three social post templates.
- Photography guidance is written so the owner's own product photos stay consistent.
- A custom icon set and email templates are scheduled for a later phase.
What this shows: The core system was in use quickly, and later additions followed the same rules. This example is illustrative.
Comparing visual identity quotations
Check what is counted
- Number of templates and in which software
- Number of icons or illustrations
- Number of refinement rounds
Check what is separate
- Typeface licences
- Photography and stock images
- Applying the identity to the website
Typeface licences can change the budget
Commercial typefaces are licensed rather than bought outright, and terms differ between desktop use, website embedding and apps. A typeface that is affordable for two designers' computers can become expensive if it must be installed for a whole team and embedded on a busy website. Considering free or open-licence typefaces alongside commercial ones, and checking licences before the choice is final, avoids an unwelcome cost late in the project.
Where spending saves money later
Templates are often the best value item in a visual identity because they save time on every future piece. If your team produces a weekly social post, a monthly newsletter and regular quotations, well-built templates for those three items may repay their cost faster than extra logo variations or decorative elements that are rarely used.
Refinement rounds and changes of direction
Quotations normally include a set number of refinement rounds on the chosen direction. Changing direction after the system has been developed, for example choosing a different typeface family or palette, means repeating earlier work and is usually quoted as extra. Spending enough time on the concept stage, with the right people involved, is the simplest way to avoid that cost.
Questions about visual identity design cost
What affects visual identity cost the most?
How far the system extends: icons, illustration, photography direction, templates and motion.
Can we start with a core system?
Yes, adding icons, illustration and templates in later phases.
Are custom icons expensive?
Each is drawn individually; a licensed library adapted to the identity can be an alternative.
Do typeface licences cover web and app use?
Not always; desktop, web and app uses are often licensed separately.
Is photography included?
Guidance may be; photographer fees are normally separate.
Which templates give the best value?
Those for items you produce most often.
Is website design included?
Applying the identity to a website is usually a separate project.
What happens if we change direction late?
Earlier work is repeated, which is usually quoted as extra.
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