What should i charge for a full brand identity package?

[Elizabeth70]

I’ve been freelancing as a graphic designer for a few years, but I’m struggling to figure out what to charge for a full brand identity package. My last client felt my quote was too high, but I know I’m already undercutting the standard rates I see other professionals list. How do you all find that sweet spot where your pricing feels fair for both you and the client?

[JerryR]

I did something similar last year. I split the identity work into three price tiers and ran it for about six months. The cheap tier got the most hits but the value felt off to me, the top tier scared some clients away, and the middle tier finally clicked with startups who wanted brand consistency but wouldn’t burn through their budget. I landed on roughly two and a half to three grand for a solid basic identity—logo, color system, typography, a small brand guide, and a couple rounds of revisions—and that felt fair for both sides and easier to forecast.

[Nathan.P]

I’ve learned to reframe the convo around outcomes, not hours. I stopped saying my rate and started saying what the brand will be able to do for them—consistent visuals, less design drift, easier site and socials. I did a couple of quick case studies and used a simple pricing sheet with three options. It still isn’t easy, but the pricing finally felt less like a guess and more like a value exchange. If a client pushes, I offer a trimmed-down scope or a staged payment plan to keep momentum.

[Aaron53]

Do you think the problem is the scope or the pitch? Sometimes it feels like the numbers are fine but the way it’s presented makes it look like a luxury item rather than a utility.

[Addison_M]

Last year I tried a small retainer model alongside project work—a quarterly brand check-in, a kept design system, ongoing tweaks. It gave clients some peace of mind and me a steadier revenue line. Not glamorous, but a few longer gigs stuck because of it. I still get stomped by proposals that go too broad or too vague, and I’ve walked away from a few prospects when the scope ballooned beyond reason.