Brand identity cost: what a package should include, and what it should cost

A starter brand identity for a small business costs roughly €1,750–€5,800 in Europe. A full identity system costs roughly €5,800–€23,000. Strategy-led brands from agencies start where those numbers end.

Those ranges come from UK and US price guides published in 2026, converted to euros. They are wide because "brand identity" is not a fixed product. One studio means a logo and two colours. Another means forty templates and a 60-page manual.

So the useful question is not just "what does brand identity cost". It is "what should I get at each price". This guide gives you a deliverables checklist for each package level, so you can compare quotes line by line.

Brand identity cost at a glance

We converted pound and dollar figures at the ECB reference rate of 16 September 2026 (€1 = $1.1537, £0.8574). The euro amounts are approximate.

At the bottom end, marketplaces sell "brand identity" bundles for less. Fiverr's August 2026 cost guide lists visual identity gigs (logo, palette, type) at $75–$500 (about €65–€433). Comprehensive systems with a style guide and application examples run $500–$2,010 (about €433–€1,742). These prices are real. So is the gap in thinking time behind them.

What a brand identity package should include, level by level

Use these as checklists. If a quote leaves out something on its level's list, ask why.

Level 1: logo package (€580–€2,330)

• Main logo, plus a compact or stacked version
• Small mark or icon, and a favicon
• Full-colour, one-colour and reversed versions
• Vector files (SVG, EPS or PDF) and transparent PNGs
• Main colour codes
• Written confirmation that you own the final logo

This is the minimum to function. It does not tell anyone how to build a flyer. Full prices for logos alone are in How much does a logo cost in 2026?.

Level 2: starter identity (€1,750–€5,800)

Everything in Level 1, plus:

• Colour palette: 3–6 colours with HEX, RGB and CMYK codes, plus guidance on which colour leads
• Typography: a headline font and a text font, licensed for your uses, with web-safe fallbacks
• Basic applications: business card, social profile image, email signature
• Mini brand guide: 5–15 pages on logo use, clear space, colours and type
• Two or three directions before you commit, and at least two feedback rounds

This is the right level for most cafés, salons, studios and local shops. It turns the logo into a system you can hand to a printer.

Level 3: full identity system (€5,800–€23,300)

Everything in Level 2, plus:

• Secondary graphic elements: patterns, shapes, icons
• Photography or illustration direction
• Tone-of-voice notes with do and don't examples
• Templates: social posts, stories, presentations, email headers, menus or price lists
• Packaging, labels or signage artwork prepared for print
• A full brand guide, often 20–40 pages

This is the level for product brands, multi-location businesses and anyone working with several outside suppliers.

Level 4: strategy-led brand (€21,700+)

Everything in Level 3, plus research and positioning before design starts: customer interviews, competitor review, naming support, messaging hierarchy and brand architecture. ManyPixels notes that market research, copywriting and web development are usually priced separately, even at this level.

What drives the price up or down

The same deliverables list can cost €2,000 or €8,000. These are the levers.

1. Number of directions. One direction is quicker. Three distinct directions take more design time but lower the risk of a wrong turn.
2. Number of applications. Each extra item (a label, a van, a menu) needs designing and checking. Our own service page lists this as a price factor.
3. Template depth. Five static social templates and twenty editable ones are very different jobs.
4. Guide depth. A 10-page guide and a 40-page manual differ by days of work.
5. Refresh or fresh start. Keeping what people already recognise is often faster than inventing from scratch. See Signs you need a rebrand, and what it costs.
6. Who does the work. UK hourly rates in Whito's benchmark run from £20–£35 for a junior designer to £75–£150+ for agencies (about €23–€175).

Brand guidelines cost on their own

Sometimes you already have a logo and only need the rulebook. ManyPixels reports marketplace brand guides averaging around $180 (about €156), often only 1–5 pages. Agencies charge $5,000–$25,000 (about €4,330–€21,700) for full guidelines.

A useful guide for a small business sits in between: 10–15 pages covering logo use, clear space, colour codes, type, imagery, voice and real examples. We outline each section in What goes in a small business brand guide.

How to compare brand identity pricing packages

Studios name packages differently. Put every quote into the same table before you decide.

Three warning signs: no mention of file formats, "unlimited revisions" with only one concept, and no written transfer of rights.

What we include, and Kōhī as an example

Our own logo and brand identity service sits at Level 2, with Level 3 pieces added as needed. The page lists six building blocks: logo and variations (main logo, compact mark, favicon); a colour palette with screen and print codes; typography for headlines and text; a mini brand guide as a PDF; a social kit (profile picture, highlight covers, editable post templates); and print and packaging basics such as cards, labels or packaging.

Kōhī, an identity we made in the lab for a coffee bar, shows that in practice. The idea is the macron over the vowels in the name. The mark is built from that one line. It was then applied to a cup, business cards, a takeaway bag and a social post, with a palette, a type pairing and a mini guide to hold it together.

We show two or three directions on real examples, refine one over two feedback rounds, and hand over every file the same day it is approved. A logo usually takes 2–3 weeks. A full identity takes 4–6 weeks. If you are unsure whether you need the whole system yet, read Logo or brand identity?. The full list is on our logo and brand identity page.