How much does a visual identity cost? Prices explained

There comes a point when a logo on its own is no longer enough for a company: a new branch opens, the business enters a new market, or more people and partners start producing its materials. That is when the question arises: what does a complete visual identity cost, and what do you actually get for the money? In this article we explain what the starting package includes and what the price depends on, with examples from our portfolio.

In brief

• The starting package includes a logo, a brand guidelines book, a business card, a letterhead and an email signature.
• The difference in price between a logo on its own and a full identity is the system of rules and applications that turns a logo into an identity.
• The final price depends on the number of applications, languages and markets, the deadline and whether it is a new identity or a redesign.

We confirm the exact amount after a short enquiry.

What a visual identity actually is

A visual identity is the system by which a company is recognised: the logo, colours, typography, image style and the rules for using all of them. It is part of graphic design, whereas brand identity is a broader concept that also covers marketing, public relations and the overall impression a company makes. We explain the difference in more detail in Brand, branding or brand (visual) identity, and the elements of an identity in Visual identity: definition, elements and tips.

When it comes to price, one thing matters: you are not paying just for a mark, but for the rules that make sure the mark looks the same on a business card, a website, a vehicle and packaging – whoever produces the material.

What the starting package includes

• Logo – the mark with its colour system and typography, delivered in vector (AI, EPS, PDF) and raster formats (JPG, PNG).
• Brand guidelines book – a document that sets out the rules for using the logo, colours, typography and other identity elements. We explain why it matters in Why every company needs a book of graphic standards.
• Business card – print-ready.
• Letterhead – for letters and quotes.
• Email signature – so that everyday communication looks consistent too.

This is the foundation for documents, first meetings with clients and everyday email. Further applications are added later, as needed.

A logo or a full visual identity?

A logo on its own is usually enough when you are just starting out, have few materials and one person produces all of them. Our logo design package includes three initial concepts, two rounds of revisions, a vector file package and basic usage guidelines.

A full identity pays off when several people or outside partners produce your materials, when you communicate across several channels (print, web, social media, vehicles, packaging) or when you work with institutions and large clients who expect consistency.

If the budget does not stretch to a full identity right now, it makes sense to start with the logo and basic rules, and to expand the identity when the need arises.

What the price of a visual identity depends on

• The number of applications. Every additional application – packaging, a label, a landing page or a website with several subpages – means additional work, so we price the project according to the items you need.
• Name and slogan. If the company or product does not yet have a name, creating a name or slogan is a separate item in the quote.
• Animated logo. An animated logo for video, social media and presentations is a separate item in the quote.
• A redesign rather than a new identity. A redesign calls for an analysis of the existing mark and a decision on what to keep, so we price it once we have seen your current logo. We wrote about this in Logo redesign.
• Languages, markets and deadline. More language versions, more markets and a shorter deadline all mean more work.
• Scope of use. The same factors that determine the price of a logo apply here too. We explain them in detail in How much does logo design cost.

Why visual identity prices vary so much

Published prices for a visual identity in Croatia vary widely, mainly because the same name covers very different scopes of work: in some cases it is a logo with a few basic rules, in others a complete system with a brand guidelines book and a range of applications. The brand guidelines book is sometimes charged separately and sometimes part of the package – our starting package already includes it.

When comparing quotes, the figure alone is not enough. Check:

• how many concepts and rounds of revisions are included,
• which file formats you receive,
• whether the package includes a brand guidelines book or just the logo,
• which applications (business card, letterhead, email signature) are included in the price.

How we work together

1. Enquiry. You send us the company name, what you do, which materials you need and examples you like.
2. Quote. Once we understand your needs, we send a quote with the scope of work, price and timeline.
3. Proposals. We create initial concepts and present them with an explanation of why we chose particular colours and typefaces.
4. Revisions and development. We refine the chosen concept and apply it to the business card, letterhead and email signature.
5. Handover. You receive all the files and the brand guidelines book, ready for the printer, the web and social media.

Examples from our portfolio

Avyonx: an identity with a brand guidelines book for a technology company

Avyonx is a drone company specialising in autonomous inspection of wind farms. Its mark is a rhombus with four lines on each side, reminiscent of a drone. Dark blue conveys trust and stability, while a bright orange line stands for innovation. Alongside the logo we created a brand guidelines book that keeps the identity consistent across the website, social media and marketing materials.

Croatian Economic Association: a new identity for an institution

In 2024 we created a new logo and brand guidelines book for the Croatian Economic Association (Hrvatsko društvo ekonomista). A large dark blue circle symbolises the round table, a smaller light grey circle neutrality, and a white speech symbol at the centre open communication. The guidelines book defines how the logo, colours and typography are used across all of the association's channels.

LING – legal engineering: a mark built from geometric shapes

For LING we created a visual identity and a brand guidelines book. The "L" in the name stands for "Legal", and "ING" is a tribute to the parent company, Inženjerski biro. The mark is built from regular geometric shapes, and a stylised carrier pigeon made of triangles symbolises the sending of information. The palette is black, light blue and orange.

How to prepare your enquiry for an accurate quote

Please include:

• your company name and a short description of what you do,
• whether it is a new identity or a redesign (for a redesign, send the existing logo),
• a list of the materials you need now and those that will come later,
• the markets and languages you work in,
• examples of identities you like and your preferred deadline.

Frequently asked questions

Is VAT included in the price? No. Our quotes show prices excluding VAT and apply to business clients.

Is the brand guidelines book included? Yes, in the starting visual identity package.

Can I order just a logo? Yes, you can order a logo on its own.

How long does a visual identity take? It depends on the scope and the number of applications. We give the exact timeline in our quote.

See the details of the service on our Visual identity page, and send us your enquiry via the contact form or to info@zale.hr.