Visual identity - Budget
What's the budget for a complete visual identity?
Logo, graphic charter, variations, media - the budget for a visual identity varies from simple to quintuple depending on the scope and level of requirement. Here are the actual ranges, the factors that drive prices, and a calculator to estimate your project.
🧮 Estimate your budget in 30 seconds
Select your company size, sector and expected deliverables. You'll get an immediate budget range.
Visual identity calculator
Fill in the three fields to obtain your estimate.
Would you like a precise quote based on your project? I'll get back to you within 24 hours.
Get in touch →💶 Market ranges by level
Three levels of investment, three types of results. The level is not a question of quality - it's a question of scope and brand ambition.
📋 A complete visual identity
The word «complete» means very different things to different suppliers. Here's what each deliverable represents in concrete terms.
| Deliverable | What it is | Indicative budget before tax |
|---|---|---|
| Logo + variations | Main logo, horizontal version, icon version, black/white, light/dark background | 800 - 3 000 € |
| Visual Identity | Color palette, typefaces, rules of use, application examples | 600 - 2 000 € |
| Print media | Business cards, brochures, kakemonos, letterheads | 400 - 2 500 € |
| Digital templates | Social network visuals, email template, email signature | 300 - 1 200 € |
| Motion logo | Logo animation for videos, presentations, networks | 400 - 1 500 € |
| Brand guidelines | Comprehensive reference document for teams and service providers | 800 - 3 000 € |
📊 Typical breakdown of an SME visual identity budget
Typical budget breakdown - visual identity SME €6,000 excl. tax
⚙️ Budget variations
-
Provider level. A graphic designer with 5 years' higher education and 10 years' B2B experience doesn't charge the same as a work-study student. The price difference reflects creative maturity, speed of execution and quality of files delivered.
-
The number of deliverables. Logo only or logo plus charter plus media - the scope is the main factor of variation. An unclear brief expands the scope during the course of the project, driving up the bill.
-
The number of round trips. A well-briefed project with grouped and decisive feedback costs less than a project where feedback accumulates over weeks. Most quotes include 2 to 3 cycles.
-
The sector and its challenges. An identity for a tech startup in its fund-raising phase, a luxury brand or a financial institution requires a different level of demand and research than an identity for a local business.
-
The emergency. A delay of less than 10 working days generally results in a surcharge of 20 to 40 % on the fixed price. A good identity is built over a minimum of 3 to 6 weeks.
🤔 Do we have to do everything at once?
No. A gradual approach is often wiser, especially for an SME or startup whose positioning may yet evolve.
| Phase | What we do | When |
|---|---|---|
| Phase 1 | Logo + palette + typefaces + ground rules | At launch |
| Phase 2 | Complete graphic charter + priority print media | 3 to 6 months later |
| Phase 3 | Digital templates + brand guidelines + motion | Before a major trade show |
🗂️ Examples of achievements
Complete visual identities created for B2B companies.
📌 Things to remember
The budget for a complete visual identity for an SME is between €3,500 and €12,000 excluding VAT, depending on the scope. The logo alone rarely represents more than half of the total investment - the value lies in the charter and the variations that enable it to be correctly applied to all your media.
A well-constructed identity lasts 7 to 10 years. In terms of useful life, it's one of the best value-for-money marketing investments.
Do you have a visual identity project?
Detailed quotation within 24 hours - from the essentials to a complete brand system.
Request a quote
