The first question on almost every call is some version of “what does this cost?” The honest answer is “it depends”, which is no help at all. So here are real numbers from the last twenty identity projects we’ve run, and what made them bigger or smaller.
The ranges
- An identity refresh, keeping your name and the bones of your logo: AED 60,000 to AED 90,000, over six to eight weeks.
- A new identity with strategy, from a blank page: AED 110,000 to AED 150,000, over ten to fourteen weeks.
- Naming on its own, with trademark checks: AED 30,000 to AED 55,000.
- A packaging system on top: from AED 45,000, depending on how many products you sell.
What moves the number
The biggest factor isn’t the logo. It’s how many places the brand has to work on day one. A drinks brand with six flavours, cans, bottles, café fridges and a tasting bar needs far more design than a consultancy with a website and a slide template.
The second factor is how many people need to agree. Two founders round a table move fast. A board of seven, each with a view on green, does not, and we plan more time for it.
The cheapest identity is the one you only have to pay for once.
Where the money goes
Roughly a fifth goes on strategy and research, half on design, and the rest on making it usable: guidelines, templates, artwork and training your team. That last part is what most cheap identities leave out, and it’s why they look tired after a year.
What we’d say to a small budget
If you have less than AED 50,000, we’re probably not the right studio yet, and we’ll tell you so on the first call. We’ll also point you to a freelancer we trust. Spend the money on a strong logo and type, and come back when you need the full system.
