The Short Answer
In 2026, brand identity in the US costs from about $500 for freelance logo work to $100,000 or more for an agency-led identity system. The realistic band for a small business or startup working with a studio is $5,000 to $25,000. In the UK, the equivalent bands run roughly £400 to £4,000 freelance, £4,000 to £20,000 for a studio, and £20,000 upward for agencies.
Typical Branding Packages and Prices
Most proposals fall into one of four packages. The names vary between studios, but the scope behind them is fairly consistent.
| Package | Typically includes | US price | UK price |
|---|---|---|---|
| Logo only | Logo, a few variations, basic colour | $500 to $5,000 | £400 to £4,000 |
| Starter identity | Logo system, type, colour, a short guide | $5,000 to $12,000 | £4,000 to £10,000 |
| Full identity system | Strategy, logo system, type, colour, graphics, applications, guidelines | $12,000 to $40,000 | £10,000 to £32,000 |
| Agency rebrand | Research, positioning, naming support, full system, rollout | $40,000 to $150,000+ | £32,000 to £120,000+ |
These are market ranges for 2026, not quotes. For Indian rupee pricing, see our logo and brand identity cost guide for India.
What Actually Drives the Price
The biggest drivers are how much strategy is included, how many applications are designed, and how complete the guidelines are. A logo is the smallest part of an identity; the system that makes it work everywhere is where most of the work sits.
- Strategy: research, interviews and positioning add time before any design starts.
- Applications: each designed touchpoint, from website to packaging to social templates, adds work.
- Guidelines: a short PDF costs far less than a complete digital brand system.
- Seniority: who actually does the work matters more than the size of the firm.
How To Compare Branding Proposals
Line up the deliverables, not the totals. Check how many concepts you see, how many revision rounds are included, which applications are designed, what the guidelines contain, and whether you receive editable source files and full usage rights.
Before you decide, it is worth confirming you need a new identity rather than a refresh. Our rebranding checklist helps, and the brand identity process guide shows what should happen in each stage.
Working With an Offshore Studio
Branding travels well across borders because it runs on workshops, review calls and files. Offshore studios often quote well below US and UK rates. The things to check are complete identity systems in the portfolio, a clear process, and contracts that transfer full rights to you.
What We Charge
Kalex designs positioning, logo systems, typography, colour and brand guidelines from our studio in New Delhi, for companies in the US, UK and India. Identity work is quoted on scope as a fixed price. See our brand identity service, the pricing page, or tell us about your brand.