What a brand identity package includes, and what it costs

A brand identity package is the set of design files and rules that make a business look and sound the same everywhere: a logo suite, colour palette, typography, brand guidelines, imagery and icon style, tone of voice and templates. One 2026 price guide in US dollars puts a starter package at about $500 to $5,000 and a full identity system at $5,000 to $25,000.

What is included in a brand identity package?

A brand identity package includes a logo suite, a colour palette, typography, brand guidelines, an imagery and icon style, a tone of voice and a set of templates. Starter packages cover the first four, and full systems add the rest.

Brand identity is the visible and verbal side of a brand: how it looks, sounds and presents itself. Brand guidelines (also called a brand book or style guide) are the document that explains how to use every part of it.

Not every business needs all seven on day one. A three-person consultancy can launch with a logo suite, palette, fonts and a short guide, then add the rest when it builds a website or hires a marketer. Some branding firms also start with brand strategy (positioning, audience and messaging), which adds time and cost but gives the design work a clear brief.

Inwentions offers branding alongside web and app development. If you’d like a quote for a package, tell us what you need and where the brand will appear.

How much does a brand identity package cost?

In US dollars, one published 2026 guide puts a starter brand identity package at about $500 to $5,000 and a full identity system at $5,000 to $25,000. UK figures run from £1,500 to £5,000 for a logo with guidelines up to £5,000 to £20,000 for a full identity.

Typical tiers

ManyPixels, a design subscription company, splits 2026 prices into tiers by scope (ManyPixels):

• Starter identity: logo suite, colour palette, one or two fonts and a short style guide, at $500 to $5,000
• Full identity system: adds detailed guidelines, imagery and icon direction, and templates, at $5,000 to $25,000
• Strategy-led brand: adds research, positioning and messaging first, from $25,000 to $100,000 or more

Prices in the USA, UK, Australia and India

Local price guides use different tiers, so the table below keeps each source’s own labels.

For scale, ₹2,00,000 is roughly $2,100 and A$4,550 roughly $3,140 at mid-2026 exchange rates. Whito’s UK figures are its own June 2026 compilation of published UK price guides, and Bark doesn’t say how it gathered its Australian numbers.

These are published ranges, not audited averages, and larger firms charge more. Clutch says branding projects reviewed on its platform typically cost $10,000 to $49,999, at an average of $100 to $149 an hour (Clutch). In Australia, the Expert360 marketplace lists branding designers at A$800 to A$1,500 or more a day (Expert360).

What moves the price within a tier? The number of concepts, rounds of revisions, how many templates you need, whether strategy or naming is included, and whether copyright is fully assigned to you.

How does the brand identity process work, and how long does it take?

A brand identity project moves through discovery, direction, concepts, refinement and a build-out of files and guidelines. A full identity system from a freelancer or small firm takes about 3 to 5 weeks, according to a branding firm quoted in ManyPixels’ 2026 guide; strategy-led projects take longer.

1. Discovery: a questionnaire or workshop on your audience, competitors, values and where the brand will appear.
2. Direction: mood boards and a short positioning statement, which you approve before any logo is drawn.
3. Concepts: two or three distinct logo and colour routes, shown on real uses such as a website header or a delivery van.
4. Refinement: one route, refined over the number of revision rounds in your contract.
5. Build-out: the full logo suite, palette, type system, templates and guidelines.
6. Handover: final files, font licences and a written assignment of copyright.

The biggest variable in the timeline is you. Feedback that takes a week instead of a day adds a week to every round, so name one person who can approve work quickly.

Which file formats should a brand identity package include?

A brand identity package should include vector master files (SVG, PDF and EPS) that scale to any size, PNG exports for everyday use, and every colour defined for screen and print. Without vectors, you’ll pay someone to redraw your logo the first time you order a sign.

A vector file stores shapes as maths rather than pixels, so it stays sharp at any size. A raster file, such as a PNG or JPG, is a grid of pixels that blurs when you enlarge it.

RGB, CMYK and Pantone

RGB is for screens: it mixes red, green and blue light, and its HEX code (such as #E30613) is what developers type into a website. CMYK is for standard four-colour printing in cyan, magenta, yellow and black ink. Pantone colours are premixed spot inks for exact matches on signage, packaging and merchandise.

Bright oranges, greens and metallic colours tend to shift when converted from screen to CMYK print. Your guidelines should give a tested CMYK match for every brand colour, not just the on-screen value.

Ask for small-size files too: favicons, a social media profile image and app icons. Google Play, for example, needs a 512 by 512 pixel, 32-bit PNG in the sRGB colour space, no larger than 1,024 KB (Android Developers).

Should you check trade marks before you commit to a name or logo?

Yes. Search the official trade mark registers in every country you trade in before you approve a name or logo, because a clash found after launch can force a rebrand. A designer’s job is to create the mark; checking it’s free to use is yours, ideally with help from a trade mark attorney.

• USA: the USPTO trademark search is free. A base application costs $350 per class of goods or services, a fee in force since 18 January 2025 (USPTO).
• UK: the UK Intellectual Property Office’s search for a trade mark service covers names, owners and images. GOV.UK says registration costs at least £205 and takes about 3 to 4 months if there are no issues (GOV.UK).
• Australia: IP Australia offers Australian Trade Mark Search and a free AI tool, TM Checker. It also warns that you’ll need separate checks in every country you plan to sell in (IP Australia).
• India: the Trade Marks Registry’s public search on the IP India site is free, and asks for a one-time password by email or mobile.
• Several countries at once: WIPO’s Global Brand Database searches many national registers together.

Here’s a hypothetical case. Say a six-person bakery in Bristol settles on a name, has a logo designed and spends £2,000 on signage and packaging. A month after opening, a café chain that registered a similar name for bakery goods (class 30) sends a letter. A 30-minute search on the UK register before the design brief would have flagged the conflict.

Ownership of the artwork matters too. In the USA, a copyright transfer isn’t valid unless it’s in writing and signed (17 U.S.C. §204), so ask for a written assignment of copyright in the final logo and files.

How does a brand identity carry into a website or app?

A brand identity carries into a website or app through design tokens, accessible colour pairs, licensed web fonts and correctly sized icons. Settle these during branding and the build moves faster; skip them and developers end up guessing.

• Design tokens: a design token is a named value, such as colour-primary or space-4, that designers and developers both use, so one change updates every screen.
• Contrast: WCAG 2.2, the web accessibility standard, asks for a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text (W3C). A brand colour that fails 4.5:1 on white may still pass 3:1 for large headings, or work as a background, as long as the guidelines say where. Our website accessibility guide covers the rest of WCAG 2.2.
• Web fonts: a desktop font licence doesn’t always cover websites or apps, so check that yours covers web and app embedding, or choose an open-source typeface.
• Small sizes: the icon mark has to read at 16 by 16 pixels in a browser tab and at app icon sizes on a phone.
• Dark mode: if your app supports it, you’ll need a reversed logo and a dark palette that still passes contrast.

If a new website or app is next, our guides to website costs and app development costs show where branding fits in the budget.

Because Inwentions does branding as well as web and app development, the identity and the product can be planned together. If that’s what you’re weighing up, talk to us about your project.

What to do next

Start with where the brand has to work, then buy the package that covers it. In order:

1. List every place the brand will appear in the next 12 months: website, app, signage, packaging, social media.
2. Choose a tier: starter, full system or strategy-led.
3. Search the trade mark registers for your name in each country you trade in.
4. Brief two or three designers or firms with the same list of deliverables and file formats from this article.
5. Make sure the contract assigns copyright in the final artwork to you in writing.

When you’re ready to compare prices, request a quote from us alongside the others.