Broad 2026 market planning ranges in USD, not quotes or Garbanzo prices. Freelancer includes newer entrants through senior independents. Taxes and pass-through costs, including media, talent, licensing, travel, venues, permits, and projection hardware, are excluded unless stated otherwise. Budgets overlap; the columns describe delivery models, not quality grades. Compare scope, relevant experience, deliverables, and production responsibility when reviewing quotes. The motion-system range is the least certain because public package data is thinner.
Typical market examples
Example | Freelancer | Specialist studio | Large studio / Agency |
Launch-ready logo suite for a growing startup | $150–$2,500 | $2,500–$10,000 | $10,000–$30,000+ |
Visual identity system with a practical brand guide | $1,500–$8,000 | $8,000–$30,000 | $25,000–$100,000+ |
Brand identity with messaging and launch templates | $5,000–$20,000 | $15,000–$50,000 | $50,000–$150,000+ |
Video-first identity with logo animation and motion rules | $3,000–$15,000 | $12,000–$50,000 | $40,000–$150,000+ |
Established company rebrand with strategy and rollout support | $8,000–$40,000 | $30,000–$100,000 | $80,000–$300,000+ |
What affects the price
Strategy depth. Naming, positioning, and messaging each add work and cost.
System breadth. The cost depends on how many applications the identity must cover, from a core mark to a full set.
The motion layer. Motion is a signature part of our identity work, with the greatest payoff when the brand is seen in video.
Documentation depth. A one-page usage sheet and a full guideline system are different deliverables.
Branding package pricing, tier by tier
Branding package pricing climbs with applications and documentation, more than with the number of logo options. Lower budgets cover a mark, type and color, and basic usage rules. Higher budgets add naming and positioning, a full set of applications, motion, and guidelines that people outside the original design team can follow.
Someone else will eventually need to make something with the identity. They need written guidelines, or they're left trying to reproduce what only the original designer knows.
Brand identity deliverables
A brand identity package delivers a working system: the mark, type, color, and the rules for using them together, plus the applications and documentation that let other people use it correctly. Strategy comes first and shapes all of it. Garbanzo also includes motion, which most identity work still treats as an afterthought.
It's easy to budget too little for strategy at the start and documentation at the end.
Questions we'd ask you first
Start with the identity, the places it must work, and what already exists. An undecided budget or rollout date does not prevent a useful next step.
What exists today: a logo, a full identity, nothing?
Is this a launch or a rebrand?
How many applications does the system have to cover?
Does it need a motion layer, and who will run it after handoff?
An agency usually has the scope defined. A brand team often needs to work out whether it needs a logo or a complete identity system first.
FAQ
How much does a rebrand cost?
A rebrand is priced like a new identity at the same scope: strategy, a new system, and the rollout across every application the brand already has. The rollout is what makes rebrands expensive, so count the applications that need replacing before comparing quotes.
Is a brand refresh cheaper than a full rebrand?
In most cases, yes. A refresh keeps the recognizable parts of the brand, often the mark, and rebuilds the system around them: type, color, motion, and guidelines. A full rebrand replaces the core, which adds strategy and a larger rollout.
Do we own the fonts in our brand identity?
Not in the usual sense. Typefaces are licensed from their foundries, and the license has to cover every place the brand will use them, including web, apps, and video. Budget for licensing early. Ownership of the design work itself is set in your agreement.
Can we start with the logo and build the full system later?
Yes. A mark can come first, with the full system, applications, and motion added in a second phase. Designing the mark with the whole system in mind avoids paying to redesign it later.
How many logo concepts are included?
The number of initial directions and refinement rounds is written into the quote before work starts. More concepts aren't more value on their own: a few well-argued directions make the decision easier than a wall of options.