"What does a visual identity cost?" is a bit like "what does a house cost?" — it depends. From a logo with two colours to a complete brand system with templates, imagery and guidelines for ten channels: the range is enormous. And that's exactly where it often goes wrong. Not because agencies are deliberately vague, but because the question behind the question isn't clear. What do you really need? And what can wait?
What determines the price of a visual identity?
The scope: logo or brand system?
The difference between a logo and a visual identity is the difference between a front door and a whole house. A logo is one element — recognisable, compact. A visual identity is the complete system: logo, typography, colour palette, imagery, tone of voice, and applications. The more parts, the more hours, the higher the investment.
A standalone logo design usually sits between €750 and €2,500. A complete brand system with guidelines and templates? Then you're quickly between €3,000 and €15,000 — depending on the scale.
The complexity of your brand
A local restaurant with one location has different needs than a tech company operating internationally. More audiences, more channels, more applications — that calls for more research, more variants, more coordination. Complexity costs time, and time costs money. Logical.
The agency: freelancer, studio or Fiverr?
A logo from Fiverr costs €50. A visual identity from a renowned agency costs €10,000+. The difference isn't only in the price, but in what you get back for it. A freelancer or small studio like Braaf. sits in between: personal attention, craftsmanship, fair prices — without the overhead of an office with 40 people.
What to watch for
The difference between cheap and good value
A cheap logo is rarely good value. If you have to redo everything after two years because it doesn't scale, doesn't work in print, or doesn't suit your brand, you end up more expensive. Invest in something that grows with you.
What's in the price — and what isn't?
Always ask what's included. How many concepts do you get? How many feedback rounds? Do you get source files? Are there costs for stock photos or fonts? One €2,000 quote is a complete package, another is a starting rate with extra work around the corner.
Rights and ownership
This sounds dull but is crucial. Make sure you get the full rights to your visual identity. No licensing arrangements, no small print. It's your brand — the keys come with it.
What does it cost at Braaf.?
There are no off-the-shelf packages: every brand is different, so every quote is too. But to give a guideline:
- Logo design: from €1,000 — including research, concepts, feedback rounds and all source files.
- Basic visual identity: from €2,500 — logo, colour palette, typography, basic guidelines.
- Complete brand system: from €5,000 — everything above plus templates, imagery, tone of voice, and a brand guide.
A first conversation is always free and without obligation: looking together at what you need and what suits your stage — with an honest indication as the outcome.