Industry rates
How much to charge for Logo & Brand Identity
For logo & brand identity we recommend charging from $1,190 to $9,200 (US rates, default project scope). A typical quote includes Brand discovery workshop, Logo concepts (3 routes), and Refinement & variations. Use the calculator below to adjust region, line items, and your rate.
Or jump straight to the pricing calculator.
What logo & brand identity usually covers
Logos, brand marks, and full visual identity systems.
Our default scope for logo & brand identity includes: Brand discovery workshop, Logo concepts (3 routes), Refinement & variations, Colour & typography system, Final asset pack & handover. Turn optional items on or off in the calculator to match how you actually work.
Deposits and getting paid
Take a deposit before you start. It filters out tyre kickers and protects your time. 50 percent up front is standard for project work.
Revisions and scope creep
Cap your revision rounds in writing. Anything beyond the included rounds is billed at your hourly rate. This is the single best defence against scope creep.
Common questions
- How much should I charge for logo & brand identity?
- For US freelancers using our default scope, logo & brand identity projects typically land between $1,190 and $9,200. That range reflects the Charge less / Charge more slider in the tool (0.4x to 3x on the suggested rate). Your market and experience may sit anywhere in that band.
- What should a logo & brand identity quote include?
- At minimum: Brand discovery workshop, Logo concepts (3 routes), and Refinement & variations. Our calculator pre-selects the usual deliverables for logo & brand identity so you can start from a realistic scope instead of a blank page.
- Hourly rate or project total?
- The calculator supports hourly, per-item, and whole-project pricing. Most logo & brand identity quotes start hourly until scope is locked, then switch to a project total for the final client-facing number.