Brand identity package costs vary a lot depending on who you hire, what you need, and how complex your brand is. Here's a straightforward breakdown.

At the entry level, a freelance designer typically charges between $500 and $2,500. You'll get a primary logo, one or two variations, a basic color palette, and font recommendations. Maybe some simple usage guidelines. Don't expect deep strategy work or a full asset library at this price point.

Step up to a mid-range package from an experienced freelancer or small agency and you're looking at $2,500 to $15,000. This gets you an actual discovery and strategy phase, a primary logo with multiple variations, a full color system, typography hierarchy, a brand guidelines document, business card design, social media profile assets, and often email signature or letterhead templates.

A premium package from a specialist branding agency runs $15,000 to $75,000. At this level you're getting brand strategy and positioning documents, messaging frameworks, a thorough visual identity system, motion guidelines, packaging concepts, website style guides, and a complete brand standards manual.

Enterprise rebrands at top-tier agencies can run $100,000 to $500,000 or more, especially for global rollouts that require international implementation support.

A few things drive the price up or down: how many discovery and strategy sessions are included, how deep the competitive and audience research goes, how many design concepts you get to see, how many revision rounds are allowed, and whether the agency sticks around to help you actually implement everything.

One thing worth keeping in mind: a solid brand identity system typically stays relevant for five to ten years. Spread a $10,000 investment over a decade and you're paying $1,000 a year to look like you know what you're doing. That's not a bad deal. Treating it as a recurring expense rather than a long-term asset is usually how businesses end up rebranding every three years and wondering why.