In short: the cost of a visual identity comes down to three levels. A logo on its own to get started, a full identity with colors, typefaces and usage guidelines, or a brand adapted for an app and a website with an icon and a design system. The positioning work upfront and the number of variations make the price difference.
How much does a visual identity cost?
A visual identity brings together everything that makes a brand recognizable: the logo, colors, typefaces, image style and the rules that tie them together. Its price is built in levels, from a logo alone to a brand ready for every channel, so it can be matched to your stage and your budget.
Logo only, full identity or design system: three price levels
The first decision is scope. A logo alone is enough to launch a business. A full identity stops everyone from improvising with your colors. A design system becomes useful as soon as an app or a website has to apply the brand screen by screen.
| Level | What you get | When to choose it |
|---|---|---|
| Logo only | The logo and its versions (color, black, white), in the formats you need. | To start a business or test an idea. |
| Full identity | Logo, color palette, typefaces, image style and usage guidelines. | When several people or suppliers will use the brand. |
| Brand for app and website | The full identity, the app icon, launch visuals and a design system. | When the brand has to live in an app, a website and on the stores. |
What drives the cost of a visual identity
- Positioning: defining who you speak to and what sets you apart takes time, but it is what prevents a pretty, interchangeable logo.
- The number of creative routes: exploring several directions before picking one costs more than refining a single idea.
- Variations: app icon, favicon, social media avatars, App Store screenshots, stationery.
- Usage guidelines: written rules (minimum sizes, allowed colors, mistakes to avoid) so the brand stays consistent without you.
- The design system: components, colors and typefaces ready to use in the app and the website.
- New brand or redesign: modernizing a logo people already know means keeping what makes it recognizable.
What budget for what visual identity?
These ranges match the ones in our estimate form. They describe what is usually built in each one and still need to be confirmed with a detailed quote.
| Planned budget | What the range usually covers |
|---|---|
| €500 to €1,000 | A logo and its versions, with a simple palette and typeface to get started. |
| €1,000 to €2,000 | A full identity: logo, colors, typefaces and usage guidelines. |
| €2,000 to €5,000 | The full identity adapted for an app and a website: icon, launch visuals, design system foundations. |
| €5,000 to €15,000 | The brand built as part of a complete project, applied to the app, the website and the store listings. |
An identity designed for the app and the website
A brand is judged where your customers meet it: the icon on the home screen, the App Store listing, the website homepage, social media. A logo that works on a poster can become unreadable at 60 pixels. That is why we design the identity alongside the product that will carry it.
A few examples: La Cleanik embraces a bold black-and-white typographic look unlike any other barbershop, RideLuv lives in night mode on every screen, and Fintur has a calm brand to talk about money without stress.
What you receive at the end of a visual identity project
- The logo files in vector (SVG, PDF) and image (PNG) formats, in color, black and white.
- The app icon in the sizes iOS and Android require, and the website favicon.
- The palette with the codes for each color, for screen and print.
- The chosen typefaces, with their usage license.
- The usage guidelines that set the rules, for you and for future suppliers.
Also remember to protect your name and logo. In France, trademarks are registered with INPI, which explains the process and its costs on its website (inpi.fr). Checking that the name is available before designing the logo saves you from starting over.
Frequently asked questions
How much does a logo on its own cost?
A logo and its versions usually fall in our first range, €500 to €1,000. The price goes up with positioning work, the number of routes explored and the variations you need.
What is the difference between a logo and a visual identity?
The logo is one element. The visual identity is the whole system: logo, colors, typefaces, image style and usage rules. It is what makes the brand recognizable even when the logo is not visible.
How long does it take to create a visual identity?
A few weeks for a full identity, depending on the number of feedback rounds. Positioning comes first, then the creative routes, then the variations and guidelines.
Can you modernize an existing logo?
Yes. We start from what already makes your brand recognizable and evolve it, without starting from scratch if it is not necessary.
Should the identity come before the app or the website?
Ideally just before or at the same time, with the same team. The app screens and the website homepage then become real-life tests for the identity.
The budget guides in this article are indicative. They are not a quote: every project is priced after a conversation about its actual scope.