A logo alone can be cheap. A brand identity includes positioning, a logo system, colour, typography, applications and guidelines, and costs more because it's built to be used consistently for years. Pick the scope that matches your stage: an early business needs a solid core, and a scaling brand needs a full system.
Logo vs. identity: why prices differ so much
A logo is one mark. An identity is the whole system that makes a business recognisable: the logo and its variations, colour, type, imagery style, tone and how they're all applied. The price gap reflects the gap in thinking and deliverables. Our journal article on brand identity vs. logo design explains the difference in depth.
What a proper identity project includes
Whatever the budget, make sure you know which of these you're getting:
- Discovery: audience, competitors, positioning
- Primary logo plus secondary and icon versions
- Colour palette with digital and print values
- Typography with licensing clarified
- Key applications: social, signage, packaging, stationery
- Guidelines document and source files
- Usage rights and file ownership in writing
Choosing a scope for your stage
A new café or clinic usually needs a strong logo system, colours, type and the three or four applications it will use most. A D2C brand heading for retail needs packaging, photography direction and a more detailed guideline. A startup raising money may also need positioning and naming work first. Paying for a system you won't use is as wasteful as re-branding in a year because the first identity was too thin.
Questions to ask before you commit
How many directions will you see? How many revision rounds are included? Which files will you receive, and who owns the final mark? Can the designer show identity work (not just logos) they've taken all the way to finished applications?
Relevant for: Clinics & wellness · D2C & ecommerce brands · Startups & SaaS
