Friday, March 31, 2023

I am a Brand Designer—This is What to Cost for Brand Design

One of the tough and intimidating components of being a contract designer is making an attempt to determine how a lot to cost for a emblem.

There’s this fixed push and pull of wanting to charge more, however afraid that your work isn’t ok, or purchasers will say you’re too costly. You clearly are wanting extra design jobs, and searching for the perfect strategy on how a lot to cost for a emblem, however struggling to search out the steadiness.

Effectively, first, you need to get rid of the imposter syndrome — the concept that you’re not ok and may’t cost what you’re price.

The reality is, and I spotted this a few years in the past, that there’ll ALWAYS be somebody higher than you. You can not fear about evaluating your work to another person — what you deliver to the desk, and your strategy and creativity, is exclusive in itself. So long as you might have experience and data, there will probably be purchasers on the market for you.

So, how do you setup your emblem pricing? There’s just a few approaches and lots of components to contemplate.

How a lot do you have to cost for a emblem design?

As talked about from the beginning, deciding how a lot to cost for a emblem, or any challenge for that matter, will not be simple. You possibly can have a look at it identical to you’d when making an attempt to determine your hourly fee.

Whenever you’re first beginning out as an beginner designer, you most likely shouldn’t be charging as a lot as a seasoned 10-year designer. Proper?

I feel that’s a good assumption, and one of many beginning factors for deciding how a lot to cost for a emblem design. But it surely’s only a imprecise scale, as yow will discover freelancers charging $50 for a emblem, and in addition discover businesses charging $50,000.

Featured Image for: I’m a Logo Designer—Here’s What to Charge for Logo Design

Graphic designer growth course of drawing sketch design inventive Concepts draft Brand product trademark label model art work. Graphic designer studio Idea.

I began out charging a mere $150 as a result of I used to be too afraid to cost something greater than that primarily based on my expertise. Now, I can confidently cost $1,000+ realizing that I deliver worth, creativity and experience to the logos I design.

As a result of there’s so many different components that play into this, there isn’t a golden reply right here that matches everybody, nonetheless I’ve just a few approaches to speak about so that you can take into account, and what parts play an element in your emblem design pricing.

Brand design pricing buildings

There’s a few completely different approaches you need to use when deciding how a lot to cost for a emblem — heck, you need to use all of them relying on the consumer, if you want. The necessary half is being assured in your self and your pricing construction you select. I personally have used them each.

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Hourly primarily based emblem pricing

So the primary pricing structure you possibly can check out is hourly-based. This technique is one which I’d recommend beginning out with, so that you could no less than receives a commission to your time (at minimal). One of many worst issues you are able to do is completely undercut the time it takes to design a emblem, and find yourself feeling completely unmotivated and undervalued.

As you determine your hourly-based emblem pricing, take into consideration each step within the inventive course of. Attempt to make the most of a previous expertise once you designed a emblem, and guesstimate to the perfect of your skill about how lengthy it took you to finish every section of the emblem.

For me, the steps often include:

Analysis > Sketches > Typography & Shade Discovery > Conceptualize > Create > Revisions > Finalize & Ship

These are the correct phases I am going by means of to make sure that I’m delivering a top quality, well-thought out emblem design that may signify the consumer’s model to the fullest. As you possibly can see, it’s lots of work!

If we take a better have a look at these steps, and roughly guesstimate the hours it takes me for every on a mean emblem design :

  • Analysis: 1.5 hours
  • Sketches: 1 hour
  • Typography & Shade Discovery: 1 hour
  • Conceptualize: 2 hours
  • Create: 2.5 hours
  • Revisions: 1-2 hours
  • Finalize & Ship: 1 hour

So if we add this up, we’re taking a look at roughly 10-11 hours complete. Should you take your hourly fee, let’s use $50/hr., that provides as much as $500-$550.

Now, your course of might fluctuate, and I recommend you lay out the phases like I’ve above with estimated hours it would take you. Add them up, multiply by your hourly fee, and that may present you your base worth for what try to be charging for a emblem.

Bear in mind, this pricing strategy is solely to cowl your time it takes to design the emblem — you aren’t getting paid to your worth and experience within the closing deliverable. Let’s speak about that subsequent.

Worth-based emblem pricing

So value-based emblem pricing varies barely from hourly-based in that you’re charging primarily based on the worth you might be offering to the tip consumer (not simply your time).

This doesn’t imply that you just shouldn’t take into account your time concerned in making a emblem, but it surely forces you to change your pondering and ask yourself questions like: Who’s the consumer? How will this emblem be used and seen? Is it on a nationwide scale? What’s the emblem price to the consumer? How a lot cash can this emblem probably assist them make?

Take for instance a small, native pizza joint in your city reaches out to you for a brand new emblem. It’ll solely be used on their pizza containers, and storefront, and possibly just a few advertising supplies (like to-go menus and web site). The worth of a brand new emblem to them remains to be fairly necessary, because it may assist them differentiate themselves from the opposite pizza joints on the town — however greater than probably they don’t have an enormous finances. On this case, how a lot you cost them for a emblem will probably be primarily based on a smaller scale when it comes to worth, and may are available round $1,000.

Subsequent, let’s take a nationwide chips model, like Frito-Lay. If Frito-Lay finds you, loves your work, and asks so that you can worth a emblem design for them, you’ll already get a sense like — woah, that is large! Proper?! And with that feeling, comes the concept that you understand it’s going to be an enormous enterprise, TONS of analysis, a number of months of labor, and the emblem will probably be seen nationally on tens of millions of chip luggage by tens of millions of individuals.

So once you’re creating your emblem design proposal, you could take into account the dimensions and worth of this new emblem to Frito-Lay — it’s going to imply A LOT and probably usher in tens of millions of {dollars} in income. Due to this fact, the worth of your emblem design will increase considerably — on this case, you may (and will) cost $15,000 or extra. In my view, when you got here to Frito-Lay and informed them your value is $750, they might most likely chortle and stroll away — pondering that you just don’t perceive the worth and scale of the challenge.

Bear in mind, on this strategy, you must price the value of the emblem — not your time.

Now once you’re placing collectively your emblem design pricing, right here’s 6 stuff you don’t wish to neglect to issue into your value.

Time spent

Identical to we broke down within the hourly-based pricing construction, you could take into account how lengthy it takes you to design a emblem — from idea to supply. Charging too little, and also you’ll end up working without spending a dime — and with payments to pay, you possibly can’t be working without spending a dime.

Turnaround time

Does your consumer have a tough deadline? It is best to have a standard turnaround time to your inventive course of, and something lower than that with urgency from the consumer, try to be charging a further rush payment. I’ve discovered it’s really actually tough to hurry a emblem in any case, and it is best to at all times attempt to persuade the consumer first that it takes time and also you wish to create a design that’s going to final — so that you shouldn’t rush it. However within the situation that they want a fast flip, cost a rush payment within the type of both a % of complete value, or a flat payment.


At all times you should definitely set the rules in your revisions — permitting limitless revisions can rapidly get out of hand and you’ll see your revenue exit the window. I usually embrace 2 rounds of revisions, which 98% of the time is the correct quantity and the emblem will get accomplished inside these rounds, whereas nonetheless permitting me to cap my time spent.

Your expertise

Don’t ever undervalue your self primarily based in your expertise — when you’ve finished a pair dozen emblem designs, you’ve received some critical expertise underneath your belt and needs to be assured in charging what you’re price. As a newbie, you most likely can’t come out of the gate charging premium charges since you simply don’t have that very same degree of expertise in what it takes to design a emblem.

Software program

One of many simply forgotten points of how a lot to cost for a emblem design is the price of your design software program. That is thought of overhead prices in your finish to do your work, and needs to be factored into your emblem design pricing.


Don’t get comfy in offering a flat payment for each single emblem design challenge that comes your method. Some purchasers require rather more advanced designs, reminiscent of customized illustrations or customized sort. This will enhance your time spent on the emblem design and will affect how a lot you cost for a emblem.

Ideas that can assist you land extra emblem design jobs

Don’t simply decrease your charges — decrease your deliverables

I can assure you’ll come throughout a state of affairs with a possible consumer that desires you to provide them a reduction. Right here’s my recommendation—don’t do it!

As an alternative, supply a lower cost, however with much less deliverables. Should you’re offering 2 rounds of revisions, solely supply 1 and decrease the worth accordingly.

By no means do you have to supply the identical set of deliverables for a decrease value — it can set you up for a state of affairs with the consumer that they’ll at all times anticipate you to decrease your charges for them.

Supply packages

A profitable strategy when determining how a lot to cost for a emblem is to create emblem design packages. I’ve discovered that purchasers wish to see just a few choices, to allow them to weigh out the deliverables and price.

I like to recommend structuring 3 completely different emblem design packages — every with a special set of deliverables, with the most affordable one the naked minimal, and the most costly a full branding suite. This units it up in order that as an alternative of them evaluating your costs to a different designer, they’re evaluating your packages to one another — all provided by you— which will increase your probabilities of touchdown the job.

The packages can embrace extra ideas, extra revisions, a method information, stationery design, and so on. — all supplies that relate to getting a brand new emblem and enable you to create decrease to greater tier packages.

If finished correctly, many occasions you’ll find that purchasers select the center package deal which can usually deliver you extra income when you have been to usually simply cost the naked minimal.

Be dependable & talk

Phrase of mouth referrals will turn into your finest good friend as a solo freelance designer. So as to enhance your probabilities of gaining these referrals, you should be dependable and communicative. So many individuals have had dangerous previous experiences with designers, however when you can present a superb service, with high quality design, it’ll be a no brainer for them to refer you. Replace them at each step of the method, meet your deadlines you proposed, and also you’ll create completely happy purchasers.

Showcase your work on Instagram

Instagram is usually a nice social platform for showcasing your work and rising the probabilities of being seen by potential purchasers. It shouldn’t, nonetheless, be your solely supply of labor, as you want your personal website nonetheless, however the image-sharing social community is a good place to share your designs.

Are you able to cost extra to your emblem design?

As a emblem designer myself, I do know that determining how a lot to cost for a emblem isn’t any simple feat. It takes time to tweak, determine, and discover the candy spot that you just really feel works for you, the purchasers you wish to work with, and means that you can make a pleasant revenue.

So don’t be shy about charging what you’re price — your time, worth and experience are to not be ignored. If a consumer can’t see that, then they don’t seem to be the proper match for you.

Maintain the dialog going…

Over 10,000 of us are having day by day conversations over in our free Facebook group and we might like to see you there. Be a part of us!

Millo Articles by Adam Wright

Written by Adam Wright

Editor at

Adam Wright is the Content material Supervisor at Millo, along with working his personal graphic and internet design enterprise, Adam Wright Design. When he isn’t engaged on his enterprise, yow will discover him watching hockey or simply about any sort of racing. Comply with Adam on Instagram and Facebook.

Adam’s Articles

Reviewed & edited by Preston Lee, Editor at Millo.

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