How much does a logo and brand identity cost?

Logo, visual identity or brand identity: what are you actually buying?

These terms are often used interchangeably, but they mean different things. That makes prices hard to compare.

• Logo. Your company's symbol or wordmark. One element, usually in a few variants.
• Visual identity (huisstijl in Dutch). Everything that makes your brand recognisable: logo, colours, fonts, image style and how you apply them to things like your website, business cards and social media.
• Brand identity. The story and values behind your brand: who you're there for, how you sound and what sets you apart. The visual identity is the visible side of it.

If you ask for a quote for a logo, you usually get just the logo. If you want everything to fit together, you need a full visual identity. Read more about the story behind your brand in brand identity.

What drives the cost of a logo and brand identity?

The price is mostly the sum of the time involved. These factors weigh most:

• Research up front. A good designer wants to know who your clients are, what competitors do and what your brand should convey. That takes conversations and digging.
• Number of concepts. Do you get one direction, or three different proposals to choose from?
• Revision rounds. How often can you give feedback? More rounds mean more hours.
• Components. Just a logo, or also colours, typography, icons, image style and templates for print and social media?
• Brand guidelines. A document with rules for using your identity. Handy when others will work with it.
• Files. Do you get every format you need, for print and for web?
• The designer's experience. A junior freelancer usually charges less than an experienced design agency.

Routes and price levels at a glance

There are roughly four ways to get a logo or brand identity. Amounts vary by provider, so treat the descriptions as a guide.

• Online logo maker. You pick a template and change the name and colour. Very cheap and quick, but hardly unique. Other businesses may have almost the same logo.
• Design platform or contest. Several designers submit proposals and you choose. Affordable, but often without real research into your business.
• Freelance designer. Personal contact, an original design and often a reasonable price. Quality depends heavily on who you choose, so look closely at their portfolio.
• Design agency. More research, more components and often detailed guidelines. The most expensive, but a good fit if your brand plays a big role in your sales.

For a freelancer (zzp'er) or start-up, a simple logo with fixed colours and fonts is often enough. As you grow, or if several people work on your communication, a fuller visual identity usually pays off.

What should a brand identity include at minimum?

You don't have to have everything made at once. But you do need this basis to be recognisable everywhere:

• Logo in variants: horizontal, stacked, a standalone symbol and a single-colour version.
• Colour palette with fixed colour codes for web and print.
• Two fonts: one for headings and one for body text. Check that the font may also be used on your website.
• A short description of the image style: what kind of photos and illustrations suit your brand.
• A favicon, the small icon in the browser tab, and a profile picture for social media.

Print, stationery, presentation templates and full brand guidelines can be added later. That spreads the cost.

Watch out for files and usage rights

A common mistake: you pay for a logo but only get a low-quality image. Or the designer keeps the rights. So agree up front what you'll receive.

• Ask for vector files, such as SVG, EPS or PDF. You can scale those up without losing quality.
• Also ask for PNG files with a transparent background, for everyday use.
• Put in writing that you may use the logo without limits, or that the rights transfer to you. If you're unsure about the legal side, ask a lawyer to take a look.
• Check whether the fonts used need a licence for web or print.
• Check that your logo doesn't look too much like that of another business in your industry.

How to save on your brand identity without cutting corners

• Write down up front who your clients are and what your brand should convey. The clearer your brief, the fewer revision rounds.
• Go for a simple logo. Simple is often stronger and cheaper.
• Have the basics made first and expand later.
• Collect examples of logos and styles you like, and why.
• Ask for a fixed price with a clear number of concepts and rounds.

Using your brand identity well on your website and in marketing

A great visual identity only pays off if you use it consistently. Your website is where it often goes wrong: wrong colours, a stretched logo or a font that's hard to read on mobile. In your brand identity on your website you'll read how to get it right.

At Violexa we focus on websites, software, AI and online marketing. If you have a visual identity, we make sure it shines on a custom website. Such a website starts from €1,799 excl. VAT (€2,177 incl. VAT) per project, including design, build, a design that works on every screen, SEO basics and Google Analytics, a CMS connection and a walkthrough. And with online marketing, from €599 excl. VAT (€725 incl. VAT) per month, we make your brand recognisable on Google and social media. There's no minimum term.

Want to know what your website or marketing needs to make your brand identity work? Book a free quickscan. In 30 minutes we discuss your situation, online or on site. Afterwards you get short written advice with a price indication, with no obligation.

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