What a brand identity actually costs

The logo is the part everyone sees, but it’s a small part of what you’re paying for. Here’s what goes into the price, and why a logo on its own usually ends up costing more later.

The logo is the smallest part

Drawing the mark takes a small share of the time. The rest goes into the system around it: how the brand sets type, how it spaces things, how it names things, and how it looks on a pitch deck, a pricing page or an app screen nobody designed by hand.

That’s where most of the hours go, so it’s where most of the price goes.

What SaaS branding studios charge

Published prices from studios that specialise in SaaS brands give a sense of the market. As of October 2026, Polybox lists packages from about US$3k to US$8k, Happy Pizza Studio US$15k to US$30k, Funky Rabbit US$8k to US$18k, and Metabrand from about US$15k. The spread is mostly scope: how much strategy, how many applications, and whether the identity is built to work inside the product.

Why a SaaS brand costs more to get right

A SaaS brand spends most of its life inside the product: buttons, tables, empty states, dark mode, a 16-pixel favicon. An identity designed only for a homepage hero falls apart there, so ours ships with tokens your product and site can use directly.

What the basic package covers

The US$6k package includes:

• 01Research and intent: what the brand is for, who it’s for and what it needs to say, before we draw anything.
• 02The system: type, color, logo rules, voice and, where it helps, design tokens your product and site can use directly.
• 03Edge cases: the small surfaces where identities usually fall apart, like favicons, email signatures, social previews and empty states in the app.
• 04Handoff: guidelines and source files your team keeps after we’re done.

Bigger scopes are available and cost more.

Why a logo on its own costs more later

A logo without rules looks fine the day it ships. Then someone needs a pitch deck, someone else needs an onboarding email, and each of them improvises. A year later there are several versions of the brand, and fixing it means undoing those before you can build the system you needed in the first place.

What it costs with us

Brand identity on its own starts at US$6k for the basic package. If you need the product and the brand together, that’s a Launch sprint, from US$12k and about 4 weeks, which includes positioning, naming direction and the identity system. Websites start at US$10k, designed and built. Details on our services page.

For more on how identity systems work and why they last longer than a single logo, read Systems outlive logos.

If you want a quote for your brand, send your brief.

• Identity
• Business
• Systems