Brand designers send a proposal or estimate after a discovery call and before any design work begins. Clients often compare several designers, so the quote has to show what is included, how many concepts and revisions they get, and what the process looks like, not only the total price.
When to use estimates: Use estimates to provide project quotes and get client approval before starting work. Once approved, convert your estimate to an invoice with one click to collect payment.
Create an invoice for payment collection
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PDF will be generated with filename:
Invoice_1001_Client_2026-10-14.pdf
Spell out what the client receives, such as primary logo, secondary marks, color palette, type system, and guidelines, so there is no assumption of extras like social templates or signage.
Concept and revision counts are the main source of scope creep in branding, so a number agreed up front gives you a basis to bill for more.
State which formats are delivered (vector, PNG, PDF) and whether the identity is for print, web, or both, since it affects both the work and later requests.
Include project phases and how long the client has to give feedback, and state what happens to the schedule if feedback is late.
Mention items not included, such as trademark searches, naming, copywriting, website design, and printing, so clients do not expect them.
Fonts, stock imagery, and printing vary widely, so state who pays and whether the estimate covers them.
A deposit, milestone amounts, and an expiry date, such as 30 days, protect you from price changes and slow decisions.
| Service | Priced | Typical range |
|---|---|---|
| Brand strategy workshop and discovery | flat fee | $750-3,500 |
| Logo design (primary logo with 2-3 concepts) | flat fee | $1,500-7,500 |
| Full brand identity (logo suite, colors, type, patterns) | flat fee | $4,000-20,000 |
| Brand guidelines document | flat fee | $1,000-5,000 |
| Brand collateral (business cards, letterhead, social templates) | per item or set | $150-1,500 |
| Additional revision rounds beyond package | per hour | $75-150 |
| Ongoing design support | monthly retainer | $1,000-4,000 |
| Hourly design work (small projects, updates) | per hour | $65-175 |
Typical US ranges. Rates vary by region, experience, and job size.
Present two or three options, such as logo only, logo with identity system, and full identity with guidelines. Clients tend to pick the middle option, and tiers move the conversation from whether to hire you to which package fits.
A local bakery and a funded startup need different levels of research, rollout, and rights, and can pay very different amounts. Adjust scope and price based on audience, number of applications, and business impact.
Describe phases like discovery, concepts, refinement, and delivery with a price for the whole project. Breaking down hours invites haggling over each line, while a phased scope focuses on outcomes.
If the client has several decision makers, build in extra time or specify a single point of contact. Multiple stakeholders are a common reason branding projects run over.
Give a fixed price for a clearly defined scope. If the client is still unsure what they need, offer a range with the assumptions behind it and a plan to confirm the final price after discovery.
A short intro call is usually free. If the proposal requires research, a custom presentation, or spec concepts, charge a paid discovery phase instead. Never create spec logo work for free.
Fourteen to thirty days is common. An expiry date keeps you from being held to old pricing and prompts clients to decide, and you can reissue the quote if your availability or rates change.
Issue a short change order with the added work, price, and any timeline effect, and get it approved in writing before starting. Then bill it as a separate line on the next invoice.
Use the Brand Designer invoice template to bill the client, or convert this estimate once it's approved.
Brand Designer invoice template