· Pricing, Process
How we price a brand identity
Why our proposals list every application by name, and what makes one identity cost twice as much as another.
The question we hear most on first calls is how much an identity costs. The honest answer is that the logo is a small part of the fee. Most of the work is in the applications: every box, sign, form and page the identity has to work on.
Counting applications
Our proposals list every application by name: “pastry box, four sizes”, “pier totem”, “timetable, fold-out”. Each one is designed, tested and drawn up for production. A bakery with packaging, a fascia and a website might have twenty applications. A ferry line has over a hundred.
What moves the price
Three things change the fee more than anything else:
- The number of people who must approve the work. A founder can decide in a meeting; a board needs a paper and a week.
- Physical production. Anything printed, painted or fabricated needs samples, checks and a visit.
- Existing material. Replacing 212 signs costs more than designing 212 new ones, because each old sign has to be found, measured and removed.
Fixed fees
We fix the fee for each phase before it starts. If the scope grows, we say so in writing and quote the extra work before doing it.