How much will your branding cost?
Pick your scope and get an illustrative range, with the entire model published underneath so you can check every figure that produced it.
There is no single price for branding in Australia, because the phrase covers everything from a logo on its own to a full identity system with strategy and written guidelines behind it.
My starting prices are logo design from $150+GST and a brand identity (logo, colours, type and guidelines) from $700+GST.
This calculator turns your actual scope into a planning range in about 30 seconds, using those starting prices and 3 adjustments you can read in full further down this page.
The written quote on your brief is the figure that counts.
How this calculator works
The whole model is 4 steps of arithmetic, and it is published here so nothing about the number you see is hidden behind a script:
- Add my starting price for every priced item you tick. A brand identity already includes the logo and a guidelines document, so those rows add nothing when it’s ticked.
- For a brand refresh, the logo, identity and guidelines rows start from $1,400+GST together, my starting price for a refresh or rebrand.
- Multiply by the business-size factor, which is 1 for a sole trader or small business and runs to 2.5 for a business over 50 staff.
- Round to the nearest $50. That’s the low end. Multiply it by 2.2 for the high end.
Graphic design and the website are quoted per piece or as their own project, so a ticked item of that kind is listed beside your range rather than added to it.
Nothing is randomised, nothing changes between visits, and the widget above calls exactly the figures in the tables below. If a number in a table changes, the calculator and the worked examples change with it.
The 10 deliverables and their starting prices
Each priced row is my own starting price, plus GST, before any adjustment. The rows marked as quoted are graphic design or a separate project, priced on your brief. The third column says what the item is.
| Deliverable | Starting price | What it is |
|---|---|---|
| Logo design | From $150+GST | A new logo for the business. How many concepts, revision rounds and file versions you get is set in the written quote. |
| Brand identity (logo, colours, type and guidelines) | From $700+GST | The logo plus the system around it: the colour palette, the type and a guidelines document. Tick this and the logo and guidelines rows are already covered, so they add nothing on top. |
| Brand guidelines on their own | From $500+GST | The written rules for a brand that already has its logo, so someone who wasn't in the room can apply it correctly. A brand identity already includes them. |
| Brand strategy and positioning | From $1,400+GST | The work before the drawing: who the customer is, what the business is claiming, how it differs from the obvious alternatives, and the language that carries it. |
| Stationery (business card, letterhead) | Quoted per piece | Business card, letterhead, email signature and the print-ready artwork. Design only: printing is paid to a printer. |
| Social media templates | Quoted per piece or package | Profile and cover artwork plus editable post templates sized for the platforms the business uses, so posts stay on-brand between design jobs. |
| Website | Quoted separately | The website that carries the brand. I design and build websites too, and quote each one as its own project on the brief. |
| Packaging design | Quoted per piece | Artwork set up to a physical dieline, with the compliance panels, barcodes and print specifications the manufacturer requires. Print production is paid to the manufacturer. |
| Signage design | Quoted per piece | Artwork and specifications for a fascia, window graphics or a site sign, supplied at the scale a fabricator needs. Fabrication and installation are their own trades and quotes. |
| Vehicle signage | Quoted per piece | Artwork laid out to the panel shape of a specific vehicle, so a ute and a van are 2 layouts. Wrapping and application are paid to the installer. |
The 3 adjustments
Project type
| Project type | Rule | Reasoning |
|---|---|---|
| New brand | Starting prices as listed | Nothing to carry forward, so the priced rows apply as they stand. |
| Brand refresh | Design rows from $1,400+GST | A brand refresh or rebrand starts from $1,400+GST, so when the logo or identity is being reworked, the logo, identity and guidelines rows never total less than that. |
A brand refresh or rebrand has its own starting price, $1,400+GST. Rollout across signage, vehicles and printed stock is a separate cost on top of the design, and this calculator doesn’t attempt to price it.
Business size
| Business size | Factor | Reasoning |
|---|---|---|
| Sole trader | 1 | My starting prices are set for a sole trader or a small business, so they apply as listed. |
| Small business (1 to 10 staff) | 1 | The same starting prices. Every other factor on this page is expressed relative to this one. |
| Medium business (10 to 50 staff) | 1.5 | More people to consult, more places the brand has to work, and rules that have to survive being handed to staff. |
| Larger business (50+ staff) | 2.5 | Multiple stakeholders, sub-brands, procurement and legal review, and a rollout that has to be documented rather than explained. |
The spread
The high end of every range on this page is the low end multiplied by 2.2. That single figure stands in for everything the model can’t see: how many concepts get explored, how much research happens before anyone opens a drawing tool, how many revision rounds are included, and how full a set of files you’re handed. It’s my planning assumption about how far a fuller version of the same scope runs, and a quote for a bigger scope can sit above it.
3 worked examples
Each example below is computed by the same function the calculator calls, so the arithmetic is reproducible from the tables above.
Sole trader, logo only
A new trades business needs a logo for a ute, a shirt and an invoice, plus the artwork for the ute itself.
- Deliverables
- Logo design, Vehicle signage
- Starting-price total
- $150+GST
- Planning range
- $150 to $350 +GST
Quoted separately: Vehicle signage.
My starting price for a logo is $150+GST, so this is the smallest range on the calculator. The ute artwork is graphic design, quoted per piece once I've seen the vehicle.
Small business, full identity
A 6-person cafe group opening a second site. New logo, the identity system around it, a guidelines document so staff and suppliers stay consistent, plus stationery and social templates.
- Deliverables
- Logo design, Brand identity (logo, colours, type and guidelines), Brand guidelines on their own, Stationery (business card, letterhead), Social media templates
- Starting-price total
- $700+GST
- Planning range
- $700 to $1,550 +GST
Quoted separately: Stationery (business card, letterhead), Social media templates.
The identity row already includes the logo and a guidelines document, so ticking those as well adds nothing. The stationery and social templates are graphic design, quoted as a package on the brief.
Medium business, refresh
A 30-person firm keeping its name and equity but modernising the identity: refreshed logo, rebuilt identity system, new guidelines, positioning work and a website rebuild.
- Deliverables
- Logo design, Brand identity (logo, colours, type and guidelines), Brand guidelines on their own, Brand strategy and positioning, Website
- Starting-price total
- $2,800+GST
- Planning range
- $4,200 to $9,250 +GST
Quoted separately: Website.
A refresh or rebrand starts from $1,400+GST, so the design rows sit at that floor. Strategy is its own line from $1,400+GST, and the size factor adds time for more people to consult. The website is a separate quote, and I build websites too.
Where these figures come from
The priced rows are my own starting prices, plus GST, and they’re the same figures the service pages print.
The business-size factors and the spread are my planning assumptions, with no pricing survey, dataset or industry benchmark behind them.
What the model is useful for is structure. It shows you which parts of a scope carry the weight, what a refresh changes, and why 2 businesses asking for “a logo” can receive quotes that are nowhere near each other. The written quote I send you on your brief is the figure that counts.
What actually moves the number on a real quote
There are 6 things that move a real quote far more than the tick boxes above, and none of them are visible in a calculator:
- How much thinking happens first. A project that starts with brand strategy costs more up front and produces far fewer rounds of “can we see another version?” later.
- How many concepts you’re shown. A single considered direction and 5 speculative ones are different amounts of work, and both get described as “concepts”.
- Revision rounds. Ask how many are included and what happens on the one after that. This is where a cheap quote quietly becomes an expensive one.
- What you are handed at the end. A full file set for a logo design project means vector source files, single-colour and reversed versions, and formats a printer will accept without asking questions.
- Whether the rules are written down. Brand guidelines are easy to cut from a scope, and without them consistency depends on whoever happens to be making the artwork.
- How much ongoing collateral follows. Menus, brochures, signage artwork and social assets are graphic design work, priced separately from the identity that governs them.
What these figures cover, and what’s quoted separately
Every number on this page is for design work: the thinking, the artwork and the files. Production is quoted by the business that does it:
- Printing stationery, menus, brochures and packaging, by a printer.
- Fabricating and installing signage, by a sign fabricator.
- Wrapping or applying vehicle graphics, by an installer.
- Building and hosting the website, as a separate quote, and I build websites too.
- Trade mark searches and registration, by an attorney or through IP Australia.
Keeping those quotes separate is the single easiest way to see what your branding is really costing you. When you’re ready for a real number, the quote form takes about 2 minutes, or call me on 0403 454 199. The process page explains exactly what happens to the brief after you send it.
Frequently Asked Questions
You choose new brand or refresh, your business size, and the deliverables you need.
The calculator adds my starting price for each priced item, applies the refresh rule and a business-size factor, and shows that as the low end of a range.
The high end is the same number multiplied by 2.2.
Graphic design and the website are quoted on the brief, so they're listed beside the range rather than added to it.
Every price, factor and rule is published on this page so you can check the arithmetic yourself.
The priced rows are my own starting prices, all plus GST: logo design from $150, a brand identity from $700, brand guidelines on their own from $500, brand strategy from $1,400, and a brand refresh or rebrand from $1,400.
The business-size factors and the 2.2 spread are my planning assumptions, with no pricing survey behind them.
The number that counts is the quote I write against your actual brief.
It's a planning range, and the quote comes once I've read your brief, seen what already exists and understood the deadline.
Send the brief through the quote form, or call me on 0403 454 199, and I'll quote on the actual scope.
Because the same brief can be done at different depths.
The number of concepts explored, how much research happens first, how many revision rounds are included and which files you're handed at the end all move the total.
The low end is my starting price for the scope, and the 2.2 spread is my planning assumption about how far a fuller version of it runs.
Every figure on this page covers design work: the thinking, the artwork and the files.
Printing, vehicle wrapping, sign fabrication and installation, and packaging manufacture are quoted by the printer, installer, fabricator or manufacturer who does them.
Building the website is a separate quote, and I build websites too.
Ready for a real quote?
A tool gives you a starting point, and a quote comes from me reading your actual brief.
Send the brief, and I aim to reply within 1 business day.