A visual identity should cost the same as a cup of coffee.
Said no designer ever.
But while you’re here, let me show you how you might pair cost with value, successfully.
Cost is a tricky thing when it comes to a visual identity - for 2 reasons:
- 1. There’s a global marketplace
- 11. A visual identity is a broad and loose product category
Global Marketplace:
To build a visual ID for your brand, you can work with people all over the world, which is magical at best, and a rip-off at worst.
Inevitably, there’s going to be variability in price.
The average price of coffee in South Korea is $7.77 and in Colombia, it’s $1.69 (and bloody delicious btw). It’s not necessarily an indication of quality, but, if priced appropriately, an indication of how much things cost locally, plus some “tourist tax”, which is always going to happen. The knife cuts both ways.
Deliverable Variability:
Then we have the variability of visual identities as a whole. A quick Google search will give you a range between $1,500 and $50,000. Which I, for one, found very (almost extremely) helpful.
Bringing it down to earth, however. I’ve seen prospects compare an entire process with deliverables fit for purpose to 1 logo, a 3 color palette, and 2 typographies. The difference in cost wasn’t much, but the decision was made on the total number.
And I get it, you might not want to buy a car with all the extras, but do make sure you’re not buying a donkey for the price of a Fiat 500.
So, to protect your brand, and get your money’s worth:
- 1. Find where the agency/freelancer is from (not registered)
- 11. Understand the average cost of design in the area
- 111. Get a cost breakdown. What’s included and how is that worked out?
- 1v. PORTFOLIO IS INSURANCE. Have they done it before? For who?
BONUS:
- Get to know your creative partner. Take the time to find these things out with kindness.
The old “treat others how you wish to be treated.” is universal.
Does that make sense? Let me, Oliver, or Oli, know in the comments or a strongly worded email (hello@mused.design).
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The Free Branding Movement is a fund sponsored by Mused that selects one brand, based on the merit of its core mission and founding team, for a full visual identity, free of charge. You can find registration details here.
