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 much to charge for brand identity

Updated September 19, 2026. Example prices in US dollars from the brand identity proposal template.

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.

A worked example for designers and studios: the pricing lines from our brand identity proposal, what is fixed, what the client can switch on, and how to present it so the total gets accepted rather than negotiated.

The example pricing

Line	Example price	How it is sold
IdentityLogo suite, colour, 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.

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 proposal, change the words and numbers, and send the link. Your client reads it on their phone, adjusts the options, and accepts with one tap. Both of you get the signed PDF.

Try it in the editor, no account See the brand identity proposal template