What should be optional in a brand identity proposal?

In this template: Social kit ($1,400.00 USD), Stationery and packaging ($1,600.00 USD), Brand photography day ($2,200.00 USD). Optional lines sit next to the base price with a switch, so clients choose them without a follow-up email.

Pricing guide for designers and studios

How much to charge for brand identity

Updated October 23, 2026. Example prices in US dollars from the brand identity template.

Example starting total$9,200.00 USD

Short answer: Price brand identity as one fixed line (identity at $7,800.00 USD) with a starting total of $9,200.00 USD, then 3 optional lines (social kit, stationery and packaging, brand photography day) the client can switch on. Set your own numbers; the structure is what gets accepted.

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Below: the price lines from our brand identity quote, what is fixed, what the client can switch on, and how to show it so the client accepts instead of haggling.

The example pricing

Line	Example price	How it is sold
IdentityLogo suite, color, type and the brand guide	$7,800.00 USD	Included
Social kitProfile marks, post templates and a highlight set	$1,400.00 USD	Optional, on by default
Stationery and packagingBusiness cards, labels and a shipping box, print-ready	$1,600.00 USD	Optional, off by default
Brand photography dayOne day on site with an art director, forty edited images	$2,200.00 USD	Optional, off by default

Starting total with the defaults on: $9,200.00 USD, before the client chooses among 3 optional lines. Example prices in US dollars; the template works in 16 currencies and every number is yours to change.

How to present it

The core templates cover the projects most freelancers sell: a fixed-scope build, a retainer, a shoot, a consulting engagement. Each one prices the defined work as one line and everything negotiable as an option the client can switch on.

Fixed price for the thing you can define, recurring for the thing that continues, and countable options for whatever clients tend to add. That structure survives almost any trade.

Whatever you charge, the client should be able to see the total change as they choose. A total that responds is a total that gets accepted.

What a brand identity price should cover

Stage	What the client receives
Discovery	A short questionnaire or workshop, and a written summary of the brief
Directions	A set number of initial concepts, presented with reasoning
Refinement	A stated number of revision rounds on the chosen direction
Delivery	Logo files in every format, colours, type, and a short usage guide

Price the scope, not the hours

An identity is judged by the result, so quote it as one price for the stages above. The number of directions and revision rounds is what moves the price; write both down. Applications (stationery, signage, social templates, packaging) work best as optional lines the client switches on, because each one is a clear piece of work with its own value.

Ownership belongs in the proposal: say when the rights pass to the client, usually on final payment. Signed with the price, it saves an awkward conversation later.

Questions people ask

How much should I charge for brand identity?: Price brand identity as one fixed line (identity at $7,800.00 USD) with a starting total of $9,200.00 USD, then 3 optional lines (social kit, stationery and packaging, brand photography day) the client can switch on. Set your own numbers; the structure is what gets accepted.
What should be optional in a brand identity proposal?: In this template: Social kit ($1,400.00 USD), Stationery and packaging ($1,600.00 USD), Brand photography day ($2,200.00 USD). Optional lines sit next to the base price with a switch, so clients choose them without a follow-up email.
How do I present brand identity pricing so it gets accepted?: The core templates cover the projects most freelancers sell: a fixed-scope build, a retainer, a shoot, a consulting engagement. Each one prices the defined work as one line and everything negotiable as an option the client can switch on.

Why this structure gets accepted

One fixed line the client can say yes to. Identity is priced as a whole, so the conversation is about the result, not the hours.
Options on the page, not in follow-up emails. Social kit, Stationery and packaging, Brand photography day sit next to the base price with a switch. People choose what they can see.
The total moves as they choose. On a Quote and Sign page the client toggles lines and sets quantities, watches the total update, and signs with their name. What they chose becomes part of the signed record.

Put it in front of a client

Open this pricing as a real quote, change the words and numbers, and send the link. Your client reads it on a phone or laptop, picks the extras, and taps Accept. You both get the signed PDF.