What you will get from this guide
- A five-level price ladder for branding in pounds and dollars, from a marketplace logo to a full rebrand
- What each deliverable is, so a quote for a logo and a quote for a brand are not mistaken for each other
- A worked example of what a cheap logo can cost once you have to redo it, and a scope checklist for comparing quotes
In the UK, a professional logo costs about £500 to £3,000, a brand starter pack (logo plus guidelines) about £1,500 to £5,000, and a full brand identity with strategy about £5,000 to £20,000, according to one 2026 UK guide. US guides give $200 to $1,500 for a freelance-platform logo, $2,000 to $8,000 for an independent designer, and $5,000 to $25,000 for a boutique agency. The wide gaps exist because people use the word branding for different things.
The first job is to work out which level you are buying. This guide sets out the ladder, what each level includes, what drives the price and a checklist for comparing quotes. If you want a scope for your own brand, see our brand identity service.
AJ Creationz designs brand identities, so we sell what this guide describes. Most pages that rank for this topic are written by agencies or logo sellers. Every range is indicative, and we do not publish fixed prices because scope varies. We give a written scope after a short call.
Branding cost by level
| Level | Typical cost | What you get |
|---|---|---|
| Marketplace or do-it-yourself logo | £30 to £150 | A logo file, no strategy, often not unique |
| Freelance logo | £500 to £1,000 | A custom logo, usually one direction and basic files |
| Professional logo, freelancer to mid-size agency | £500 to £3,000 | Concepts, revisions and file formats; strategy rises with the price |
| Brand starter pack | £1,500 to £5,000 | Logo plus guidelines: colours, fonts and usage rules |
| Full brand identity | £5,000 to £20,000 | Strategy, identity system and a full asset set |
| Complete rebrand with strategy | £10,000 to £50,000 or more | Research, positioning, identity and rollout |
| Provider | Typical cost | What to expect |
|---|---|---|
| Do-it-yourself or freelance platform | $200 to $1,500 | A clean mark, but probably no system, guidelines or typography rules |
| Independent designer | $2,000 to $8,000 | A solid logo and basic guidelines; two or three concepts; quality varies, so review the portfolio |
| Boutique agency | $5,000 to $25,000 | Strategy and a full identity system |
| Large agency | $25,000 to $100,000 or more | Large-scale and corporate work |
Another UK agency puts small and mid-size agencies at £3,000 to £10,000 for a full branding package, freelancers at £100 to £3,000 depending on experience, and large agencies at £10,000 to £100,000 or more. Sources overlap more than they agree, so use the ladder to find your level, then ask for quotes.
What branding actually includes
Many people say branding when they mean a logo. A complete brand identity usually includes these pieces. Ask which are in a quote.
- Logo: the main mark, a wordmark, an icon and versions for small and large uses.
- Colour palette: primary, secondary and accent colours with exact codes.
- Typography: fonts for headings and text, and rules for using them together.
- Voice and messaging: how the brand sounds in writing, a tagline and a short pitch.
- Brand guidelines: the rulebook that keeps everything consistent as you grow. See our brand guidelines template.
- Applications: stationery, social templates, signage, packaging and website styling.
You can see what a full identity looks like in practice in our case studies: NayaSource, Framily Adventures and Call Time each show the identity applied to cards, social posts, signage and merchandise.
What drives the price
- How much strategy you need. Research, positioning and naming take time, and Fabrik lists naming and identity work separately at $1,000 to $10,000 and research and strategy at $2,000 to $15,000.
- How many logo concepts and revisions you get.
- How many assets are included. A logo costs less than a system with stationery, social templates, signage and packaging.
- Who does the work. Freelancers cost about 30% to 50% less than agencies, according to Whito, usually with lighter strategy.
- Guidelines. Fabrik says editorial and style guides cost $2,000 to $15,000 depending on the work involved.
Which level do you need?
| Your situation | Level to consider | Why |
|---|---|---|
| Side project or test idea | Marketplace or freelance logo | Low risk while you test; expect to outgrow it |
| New business selling to local or online customers | Brand starter pack | A logo plus guidelines is the right level for most small businesses, according to Whito |
| Growing business with several channels and staff | Full brand identity | A system keeps the website, social, print and packaging consistent |
| Established brand that looks dated or inconsistent | Audit first, then refresh or rebrand | Start with what works before spending on a complete rebrand |
Worksheet: the real cost of a cheap logo
Cost of going cheap first = cheap logo + the proper brand later + reprinting what carried the cheap logo
Compare it with doing it once. Include signage, packaging and stationery you have already printed.
| Line | Low end | High end |
|---|---|---|
| Marketplace logo | £30 | £150 |
| Brand starter pack later | £1,500 | £5,000 |
| Spent in total, before reprinting | £1,530 | £5,150 |
| Starter pack done first | £1,500 | £5,000 |
| Extra cost of going cheap first, before reprinting | £30 | £150 |
How to compare branding quotes
| Item | Ask |
|---|---|
| Strategy and research | Is any included? What is the output? |
| Logo concepts | How many directions, and how many revision rounds? |
| File formats | Print, web, social and a one-colour version? |
| Guidelines | Included, and in what form: a short sheet or a full document? |
| Applications | Which items are designed: cards, social, signage, packaging, website? |
| Usage rights and ownership | Do you own the final files and the rights to use them? |
| Timeline and payments | Milestones, and what you pay at each stage? |
Agencies that quote the same price for different scopes are not offering the same thing. For hiring advice, read how to choose a web design agency, which uses the same questions.
Do this next
Decide which level on the ladder fits your stage, then ask two providers to fill in the scope checklist. If you want a written scope from us, tell us what you sell, who you sell to and what the brand will appear on.
Frequently asked questions
How much does branding cost for a small business?
Most UK small businesses are served by a brand starter pack at about £1,500 to £5,000. US guides range from about $1,000 to $5,000 for a basic package up to $5,000 to $30,000 for a fuller identity.
How much does a logo cost?
In the UK, from £30 to £150 for a marketplace logo, £500 to £1,000 for a freelancer, and up to about £3,500 from a mid-size agency. In the US, $200 to $1,500 on freelance platforms and $2,000 to $8,000 from an independent designer.
How much do brand guidelines cost?
Fabrik Brands puts editorial and style guides at $2,000 to $15,000 depending on the work. In the UK a logo plus guidelines starter pack is about £1,500 to £5,000.
What is the difference between a logo and branding?
A logo is one part. Branding includes strategy, colours, typography, voice, guidelines and how everything is applied. A logo-only price and a branding price are not comparable.
Are freelancers cheaper than agencies for branding?
Usually, by about 30% to 50% according to Whito, with less strategic depth. For a young business that is often the right trade.
How much does a rebrand cost?
A complete rebrand with strategy and rollout is about £10,000 to £50,000 or more in UK guides. A refresh of an existing identity costs less, so start with an audit of what already works.
What affects the cost of branding?
The amount of strategy, the number of logo concepts and revisions, the number of assets, who does the work and whether guidelines are included.
Can I use a cheap logo now and rebrand later?
You can, but price the reprinting. Whito says rebranding after signage, packaging and stationery are printed costs far more than getting it right once.