Logo and Branding Package Cost UK: What to Pay an Agency

What to take away

Planning figures for UK packages run from about £3,000 for a small identity to £60,000 or more for a rebrand with strategy and rollout.
Strategy, naming, research and rollout move the fee far more than extra logo concepts.
A fixed fee suits a settled scope; a day rate suits a brief that will move.
Send three agencies the identical scope and require VAT to be shown separately.

What a package price really covers

A logo file costs very little to produce. A package costs money because it carries decisions a business will live with for years: strategy, naming, tone of voice, master artwork and rollout rules.

Most quotes bundle discovery, a positioning statement, a primary logo, secondary marks, a colour palette, typefaces and short usage rules. Some add photography direction, packaging or templates.

Exclusions are where budgets break. Print production, website build, sign writing and trademark filing usually sit outside the fee, so read that line before comparing headline prices.

Illustrative UK price bands

The table below is a planning aid with labelled pound figures, not a published survey. Scope, rather than quality, tends to drive the number.

UK branding package price bands

Starter identity£3k–£8k
Small brand package£8k–£20k
Full identity£20k–£45k
Rebrand with rollout£45k–£60k+

Typical scope

Starter identity: Logo, palette, typeface, one-page rules
Small brand package: Discovery, positioning, logo suite, basic guidelines
Full identity: Research, strategy, naming review, full guidelines, templates
Rebrand with rollout: Above plus rollout plan, internal comms, asset migration

Illustrative fee, ex VAT

Starter identity: £3,000 to £8,000
Small brand package: £8,000 to £20,000
Full identity: £20,000 to £45,000
Rebrand with rollout: £45,000 to £60,000+

Best suited to

Starter identity: Sole traders and new ventures
Small brand package: Growing SMEs
Full identity: Multi-service firms
Rebrand with rollout: Established organisations

What pushes the price up

Stakeholder count is the quiet driver. An identity signed off by one founder costs less than one argued through a board, a franchise network and a regulator.

Research adds cost and reduces risk. Audience interviews and naming tests carry a line in the quote, so ask what the recommendations will rest on if research sits outside the package.

Scope across channels matters as well. An identity that must work on packaging, signage and a fleet of vans costs more than one built for a website and a business card.

Trademark clearance is separate and priced by lawyers. The Intellectual Property Office guidance sets out the UK route, and registration runs under the Trade Marks Act 1994.

How to compare two quotes fairly

Write one scope document and send the same version to every agency.
Ask each to list inclusions, exclusions and revision rounds covered.
Request the fee split by stage to see where the strategy money goes.
Confirm whether VAT, travel, photography and font licences sit inside or outside the fee.
Ask for the handover listmaster files, guidelines and asset ownership.

Day rates suit briefs that will move. A studio billing by the day often quotes a range rather than a total, and the final invoice follows the hours. London rates sit above regional ones for the same scope, and our guide to London day rates explained sets out the pattern.

Comparing two agency quotes

Send one scope document to every agency
List inclusions, exclusions and revision rounds
Request fee split by stage
Confirm VAT, travel, photography, font licences
Ask for handover list and asset ownership

Budget lines that are easy to miss

Fonts and stock images carry licences, and a web licence costs more than a desktop one. Ask who holds the licence and what happens if you change supplier.

Photography, illustration and motion cost extra when a package needs original assets. A brand that leans on stock imagery will look like its competitors within a year.

Payment timing is another line. Many agencies ask for a deposit at kick-off, a second payment at concept sign-off and the balance at handover.

A freelance route is cheaper and thinner. A solo designer can supply a logo, palette and basic assets without research or rollout support, and our comparison of a freelance brand designer against a full agency sets out what that gap costs.

Before you sign

Ownership of master files belongs in the contract. Some agencies license artwork rather than assigning it, which limits later use.

Check the exit terms as closely as the fee. Ask who keeps the source files and whether the deposit is refundable if the project stops.

If the package will land next year, check the ONS inflation and price indices before you fix the budget figure.

Common questions

Do I need a full package or just a logo?

A logo alone suits a small business in a settled market. If you are raising money or entering a crowded category, the strategy inside a package earns its fee.

How long does a UK package take?

A starter identity often takes four to six weeks. A full package with research and naming usually runs three to five months, depending on how fast decisions are made.

Should I choose a fixed fee or a day rate?

A fixed fee protects the buyer when the scope is stable. A day rate protects the agency when the brief is still forming.

Is VAT included in agency quotes?

Most quotes exclude VAT, and 20% is added for standard-rated UK clients. Ask each agency to state the VAT position on the same line.