What Determines Corporate Identity Design Cost

Identity quotes can differ threefold, and it usually isn't a difference in skill. The two describe different delivery lists: one is three logo variants, the other is a guideline plus fifteen applications.

Before comparing figures, compare delivery lists. The items below explain most of the gap.

There are no figures on this page — a number given without knowing scope is a number you'll argue about later.

1. Logo only, or a system

This is the biggest difference. A logo is a mark; brand identity is the system around it: colour, typography, visual language and rules.

A logo-only quote and a system quote can arrive under the same name. The way to see the difference is to ask: "are colour and typography decisions included?"

2. How many directions get explored

Some engagements develop one direction; others prepare three and choose. The second means more work and more safety — but it isn't necessary for every brand.

The number of revision rounds belongs here too. A quote promising unlimited revisions usually leaves the timeline undefined.

3. Is naming included

If a new brand or sub-brand is launching, naming is separate work priced independently of identity design. Registrability research is a trademark attorney's job — not something the design side can promise.

4. How many logo variants

Primary use isn't enough. Horizontal and vertical lockups, single colour, reversed, a simplified small-scale version and an icon form — each is a separate drawing.

How many variants are delivered is the most commonly skipped line, and the one people discover they needed later.

5. How many applications

From business cards and stationery to packaging, presentation templates and vehicle wraps. Each application is a separate design decision.

This is one of the biggest cost drivers because it scales linearly: ten applications are three times the work of three.

6. Is there a guideline, and how deep

An identity without a guideline comes apart within three months. But guideline depth varies: a few pages of basic rules, or a full document with correct and incorrect usage shown?

The guideline's real job is letting your team decide correctly without the agency. A short document that doesn't achieve that isn't very different from having none.

7. How many languages

If the guideline and applications are wanted in two languages, that's separate work — particularly in typography decisions: the same typeface may not carry every language's character set.

8. Are source files delivered

The form of delivery should be written down up front. Without source files, every small change means returning to the same party.

9. Is there a transition from an existing brand

Building an identity from scratch and renewing an existing brand are not the same job. Renewal involves an inventory, a transition plan and decisions about what to keep — each its own work.

10. Who approves

Not a direct cost line, but the thing that most affects timeline and therefore cost. When the decision sits with several people, revision rounds multiply.

When comparing proposals

Put the two quotes side by side and do this: extract the delivery list from each and match the items. Every unmatched line is part of the price difference.

A party that can itemise has thought the work through. One that quotes a single figure will either narrow the scope or ask for more later.

I've written the scope of identity work at Creative House on the corporate identity page — including what's in and what stays out. If you'd like to talk about what your brand needs, you can book a conversation.