Brand designers create the visual identity for businesses, including logos, color palettes, typography, and the guidelines that tie them together. Solo designers and small studios invoice for discovery, concept development, revision rounds, final file delivery, and sometimes extras such as collateral or brand guidelines documents.
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Most brand designers quote a flat project fee for a defined package, such as a logo and mini identity, a full brand identity, or a brand refresh, and invoice it in milestones. Hourly rates are used for small add-ons, out-of-scope requests, and ongoing support, while monthly retainers cover clients who need steady design help after launch. Packages usually spell out the number of initial concepts, rounds of revisions, and the files delivered. Project fees reflect the client's size and how the identity will be used, not only the hours spent. Extras such as stock photography, custom fonts, trademark research, and printing are billed separately, often at cost or with a small markup. Rush work is commonly priced at a 25 to 50 percent premium.
| 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.
| Description | Qty | Rate | Amount |
|---|---|---|---|
| Brand discovery workshop and competitor audit | 1 flat fee | $1,200.00 | $1,200.00 |
| Logo design: 3 initial concepts, 2 revision rounds on selected direction | 1 flat fee | $3,200.00 | $3,200.00 |
| Color palette, typography selection, and secondary marks | 1 flat fee | $1,400.00 | $1,400.00 |
| 12-page brand guidelines PDF | 1 flat fee | $1,500.00 | $1,500.00 |
| Additional revision round beyond package scope | 3 hours | $110.00 | $330.00 |
| Licensed typeface (web and desktop, 1 brand) | 1 license | $180.00 | $180.00 |
| Total | $7,810.00 | ||
Notes: Final invoice for the Harbor Roast brand identity project. A 50 percent deposit of $3,905 was paid on signing. Balance due within 14 days. Final file package (AI, EPS, SVG, PNG, PDF) was delivered by download link; usage rights transfer upon full payment. Late balances accrue 1.5 percent per month.
Brand projects are billed in stages, so the client needs to see whether this is the deposit, the concept milestone, or the final balance.
Listing the concepts and revision rounds included shows what was covered and supports charging for extra rounds.
Added requests such as extra logo variations or social templates should appear on their own lines with hours or flat prices so they aren't disputed.
These are real expenses, and the invoice should show the license type and who holds the license so the client can reuse it correctly.
State when copyright or usage rights transfer, typically on final payment, and note anything excluded such as unused concepts or licensed assets.
Showing the deposit credit prevents confusion over what is still owed.
Larger companies often need a PO number or exact entity name to process payment through accounts payable.
A deposit of 40 to 50 percent is standard before work begins, and many designers hold the final files until the balance is paid. Larger identity projects are often split into three payments: deposit, approval of the chosen concept, and final delivery. Net 7 to net 14 is common for milestone invoices, and net 30 is typical when working with larger companies. Late fees of 1 to 2 percent per month are usually written into the contract. Most designers accept bank transfer (ACH), credit card, and check, and some add a card processing fee for large payments.
Deliver a watermarked or low-resolution preview for approval, and release the full vector files, source files, and usage rights only after the balance clears. This is the strongest leverage you have, so put it in the contract and on the invoice.
State how many rounds are included, such as two rounds on the chosen concept, and what counts as a round. Bill additional rounds hourly or at a set price so scope creep gets paid.
Discovery, research, and positioning work shape the final identity and take real time. Put them on the invoice as their own line item so clients see the value behind the visuals.
Branding projects can stretch over weeks or months when feedback is slow. Billing at kickoff, concept approval, and delivery keeps cash flowing and gives clients a reason to respond promptly.
If a client goes silent for 30 to 60 days or cancels mid-project, your contract should allow you to invoice for work completed to date and keep the deposit.
Most charge a flat project fee for a defined package because clients want a known cost and the value of a brand is not tied to hours. Use hourly rates for small tasks, revisions beyond the agreed rounds, and work that is hard to scope in advance.
Yes, if your contract or estimate sets the number of included revision rounds. Invoice additional rounds at your hourly rate or at a flat price per round, and list them as a separate line item.
Most designers transfer rights to the final chosen logo and identity upon receipt of full payment. Unused concepts usually stay with the designer. Put the timing in your contract and repeat it in the notes on your invoice.
List them as separate expense lines at cost or with a modest markup, and say whether the license is in the client's name. Some designers ask clients to purchase fonts directly so the license is correct from the start.
It depends on the state. Some states tax certain digital or design services, and others do not tax services at all. Check your state's rules or ask an accountant, and show any tax collected as its own line on the invoice.
Send a Brand Designer estimate for approval, then turn it into an invoice when the work is done.
Brand Designer estimate template