Visual identity · Budget
How much should you budget for creating a complete visual identity?
Logo, brand guidelines, variations, supports — the budget for a visual identity varies from simple to fivefold depending on the scope and level of requirements. Here are the actual ranges, the factors that move prices, and a calculator to estimate your project.
🧮 Estimate your budget in 30 seconds
Select your company size, industry and expected deliverables. You get an immediate budget range.
Visual identity calculator
Complete all three fields to get your estimate.
Want an accurate quote based on your project? I will respond to you within 24 hours.
Get in touch →💶 Market ranges by level
Three levels of investment, three types of results. Level isn’t about quality — it’s about scope and brand ambition.
📋 What a complete visual identity includes
The word “complete” covers very different realities depending on the service provider. Here is what each deliverable represents in concrete terms.
| Deliverable | What it is | Indicative budget excluding tax |
|---|---|---|
| Logo + variations | Main logo, horizontal version, icon version, black/white, light/dark background | 800 – 3 000 € |
| brand guidelines | Color palette, typographies, rules of use, application examples | 600 – 2 000 € |
| Print media | Business cards, brochures, kakemono, letterhead | 400 – 2 500 € |
| Digital templates | Social media visuals, email template, email signature | 300 – 1 200 € |
| Motion logo | Logo animation for videos, presentations, networks | 400 – 1 500 € |
| Brand guidelines | Complete reference document for teams and service providers | 800 – 3 000 € |
📊 Typical breakdown of an SME visual identity budget
Typical budget breakdown — SME visual identity €6,000 excluding tax
⚙️ What makes the budget vary
-
The level of the service provider. A Bac+5 graphic designer with 10 years of B2B experience does not charge like a work-study student. The price difference reflects the creative maturity, speed of execution and quality of the files delivered.
-
The number of deliverables. Logo alone or logo plus charter plus supports — the perimeter is the main factor of variation. A vague brief broadens the scope during the project and increases the bill.
-
The number of round trips. A well-briefed project with grouped and decisive feedback costs less than a project where feedback accumulates for weeks. Most quotes include 2 to 3 cycles.
-
The sector and the challenges. An identity for a tech startup in the fundraising phase, a luxury brand or a financial institution requires a different level of requirements and research than an identity for a local business.
-
The emergency. A delay of less than 10 working days generally results in an increase of 20 to 40% on the package. A good identity is built over 3 to 6 weeks minimum.
🤔 Should you do everything at once?
No. A progressive approach is often wiser, especially for an SME or a startup whose positioning can still evolve.
| Stage | What we do | When |
|---|---|---|
| Phase 1 | Logo + palette + typographies + basic rules | At launch |
| Phase 2 | Complete brand guidelines + priority print media | 3 to 6 months later |
| Phase 3 | Digital templates + brand guidelines + motion | Before a major lifting or trade show |
🗂️ Examples of achievements
Complete visual identities created for B2B companies.
📌 What to remember
The budget for a complete visual identity for an SME is between €3,500 and €12,000 excluding tax depending on the scope. The logo alone rarely represents more than half of the total investment — the value is in the charter and the variations that allow it to be applied correctly on all your media.
A well-constructed identity lasts 7 to 10 years. Reduced to the duration of use, it is one of the marketing investments with the best value/duration ratio.
Do you have a visual identity project?
Detailed quote within 24 hours — from the essentials to the complete branding system.
Request a quote