“Brand identity” is one of those terms that means slightly different things depending on who you ask. So before we talk price, let’s be clear about what it actually includes — and what you’re really paying for.
What brand identity design includes
A logo is one element of brand identity. Brand identity is the complete visual system:
- Logo system — primary logo, simplified variant, standalone icon or monogram
- Colour palette — primary and secondary colours with exact codes for print (CMYK) and screen (hex/RGB)
- Typography — which fonts to use, which weights, for which purposes
- Brand guidelines — a document that records everything above and explains how to apply it consistently
- Application examples — how the identity looks on a business card, email, social media, etc.
Some packages also include social media profile assets, email signature design, presentation templates, basic print collateral, or photography direction. It varies by designer and by what you agree up front.
UK pricing at different tiers
| Tier | What you get | Typical range |
|---|---|---|
| Freelancer (entry level) | Logo + basic usage guidance | £400–£800 |
| Freelancer (experienced) | Full identity system + applications | £800–£2,000 |
| Small specialist studio | Strategy, full identity, multiple concepts, comprehensive delivery | £2,000–£5,000 |
| Large branding agency | Full strategy, brand narrative, extensive applications, testing | £5,000–£50,000+ |
These are UK market rates based on what experienced designers charge. Individual quotes will vary based on the specific brief, timeline, and what’s included.
What’s the difference between the tiers?
The headline difference isn’t usually the quality of the logo itself — it’s the depth of thinking that informs it, and the breadth of what’s delivered.
An entry-level freelancer will usually produce two or three logo concepts based on the brief and develop one into a basic deliverable set. A more experienced designer will spend more time in the discovery and strategy phase — understanding your market, your competitors, your audience psychology — before they draw anything. The logo that comes out of that process is informed by research, not just aesthetic instinct.
A small studio or agency might add brand strategy work — articulating your positioning, your tone of voice, your brand narrative — before the visual work begins. This is valuable but adds significant cost and time. For most small businesses, it’s more than they need.
What Jus Creative charges
Our brand identity work is positioned in the experienced freelancer tier — designed specifically for small businesses that need professional output without agency-scale budgets.
Projects typically start at £800 and go up based on scope. What’s always included: logo system, colour palette, typography, usage guidance, and print-ready file delivery. See our pricing page or use the estimator to get a rough sense of what your project might cost.
Is brand identity worth the investment for a small business?
Yes — with one important qualification: when you’re ready for it.
If you’re pre-revenue and still figuring out your positioning, investing in full brand identity is premature. Get a solid logo, define your core colours, and revisit the full system when the business has proved itself.
But if you’re trading, growing, and starting to invest seriously in marketing — a website, social media ads, a sales team, printed materials — inconsistent branding is costing you. Every pound you spend on marketing is working less hard because the brand it’s pointing at doesn’t inspire confidence. At that point, investing in a proper identity system has a clear return.
Specific moments when brand identity investment makes sense:
- You’re launching and want to get it right from day one
- You’re rebranding because the current look no longer reflects who you are or who you’re trying to attract
- You’re growing and need your visual identity to scale across a team and multiple channels
- You’re pitching to clients or investors for whom professional presentation matters
- Your marketing is running but not converting the way it should
The questions to ask any designer before booking
These are non-negotiable. A good designer will answer them clearly without hesitation.
- What do I actually receive at the end? (Specific files, specific formats, specific documents)
- How many logo concepts will I see? (Two or three is standard; one is limiting)
- How many revision rounds are included? (Two is typical at most tiers)
- What file formats will I get? (You need SVG/PDF for print, PNG for web as a minimum)
- Do you include brand guidelines? (They should)
- Who owns the final designs? (It should transfer to you on final payment)
- What happens if I need changes after delivery? (There should be a clear answer)
A designer who can’t or won’t answer these clearly is a red flag. A good one will welcome the questions — they’re just as important as any brief.
See what’s included in our brand identity package →
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