How Much Does a Brand Identity Package Cost?

As a branding, web and design company, it’s often the first question I hear: “How much does a brand identity package cost?” This is a question without an easy answer, as plenty of factors influence the final number. 

Some of these variables include: 

• the designer’s experience

• the number of deliverables

• the scope of the project

• the size of the creative agency and how much overhead there is

• your ultimate vision as the client

What is the Average Cost for Brand Identity Design?

The average cost for a brand identity package in Calgary ranges widely. You can find rookie designers just starting out who will do the work for a few hundred dollars, or you can find an agency that will bill you $500+ per hour for every little thing they do. If you’re only looking for a logo (and I’ll explain in a minute why you shouldn’t be), you’ll spend a lot less than a full branding overhaul.

It’s important to lay out in writing exactly what is expected and within the scope of your project (here’s a solid resource showing what that looks like). Some companies may include only the design of a logo, not even providing working files (not great for future updates). Here at Letters and Lines, I go beyond those basics with a package starting at $4000, which offers: 

• a thorough brand strategy and creative direction questionnaire

• multiple logo concepts

• full brand guidelines

• colour + typography exploration

• a proper Pantone colour for your printing reference 

• social templates & other brand launch assets

The more extensive the research and results, the higher the cost will be.

Should I Go for the Cheapest Option?

While it may be tempting to go for the lowest bidder, it's essential to keep in mind that a brand identity is an investment in your business's future. A well-designed brand identity will help you stand out from the competition, attract more customers, and increase your brand recognition. A poor identity, done quickly and cheaply, can turn customers away or even harm your reputation. Here’s a great article about why designers are worth the price. When your brand identity (as a whole) is created with strategic intention, it will stand the test of time and you won’t be needed to rebrand next year.

For all those reasons, I highly recommend investing in a good designer. And hey, I happen to know one!

How Much do Designers Charge for Branding?

Designers, especially freelance ones, typically charge for branding on a project basis, quoting a price based on the scope, speed, and depth of the project. Small projects (like one-off designs for stickers or collateral) may be a few hundred dollars, but months-long full rebrands can easily reach 10x that and far beyond. 

Some designers may offer a la carte options, allowing clients to choose only the services they need, and some may have deals for long contracts. It’s worth knowing exactly what you’re looking for when you start reaching out (and remaining open to their recommendations, of course).

Do I Really Need a Designer?

With the rise of apps like Canva and AI image generators, you’re likely wondering if you need a designer at all. The short answer is a definite YES!

A proper brand identity requires knowledge of design principles, colour theory, typography, and marketing strategy – all blended together and deployed at once. A professional designer creates a brand identity that reflects your business's values, appeals to your target audience, and stands out in your industry.

In addition, professional designers have access to more expensive tools and software that can create high-quality, print-ready designs for use across multiple platforms. So, while you may think that designing things yourself can save you money, it’s almost guaranteed to cost you more in the long run as you try to cover all your bases. (Plus, it’s a lot of unnecessary stress when you don’t know all the jargon and industry practices!)

The Importance of a Strong Brand Identity

A strong brand identity is essential in today's market. Without it, you’ll fade into the background and all your potential clients will barely be able to recall your logo, let alone your business name and purpose.

A good brand identity communicates the values and personality of your company, shows what you stand for, and establishes a unique visual identity that’s immediately noticeable. By putting those same elements across all touchpoints – stationery, your website, local merch, social media – you’ll create a consistent customer experience, too. The often-overlooked effect of this is that it builds trust and loyalty with your customers, which is crucial for your long-term success.

Elements of a Brand Identity

These will vary from one company to another, but in general, you should have:

• multiple logo options (not just type, but also a wordmark, vertical/horizontal styles, etc.)

• a quick reference guide on how to use your new brand and deploy it, no matter the situation

• an explanation of the colour theory used

• a specific record of the exact colours in a format like Pantone (Adobe’s industry standard), CYMK, or RGB – these will be used for different purposes

• a summary of reference files, research, and strategy so you can expand on the work in the future if necessary.

The logo is the most recognizable element, but a logo is not a brand on its own. It’s simply a visual representation of your business. Colours and typography establish your personality and tone, while reference images create a “feel” for any media used. 

Should Brands Evolve?

A brand should evolve over time to reflect changes in your business, target audience, or industry trends. This is necessary to remain relevant and effective, especially in the fast-moving digital age when trends come and go almost overnight. It doesn’t mean you need to change your values or operations – just how they’re represented.

The Benefits of a Professional Designer

Working with a professional designer or agency brings you some serious benefits. Boutique local marketing shops like mine have a deep understanding of the surrounding market and business landscape, which can be invaluable in creating a truly appropriate brand identity. I can also provide more personalized service and support, with a generally faster turnaround time than a far-off agency or designer. And of course, working with a local helps you build relationships with other people and companies in the community – leading to better networking opportunities.

In our next blog posts, I will dive deeper into brand identity vs brand image, and also how brand identities are created and bring some transparency to the process. But for now, if you have any other questions about design, branding, creative strategies, and other aspects of this vital part of your business…my inbox is always open! 

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