what's included in a brand identity package?

The essentials: what every package should include

1. Research and strategy

Before any design, a good designer should understand your business, your audience and your competitors. This step is what makes a brand feel like you — not like a template. Some designers skip it to save time. It usually shows.

2. Visual concept

A moodboard or a concept that shows the direction before the final design. You should be able to react to it and say "yes, that" or "not quite" early on — not after everything is finished.

3. Logo and its variations

Not just one logo, but a small family:

main logo
horizontal or vertical version
icon or short version (for profile pictures, favicons, small sizes)
versions for light and dark backgrounds

4. Color palette

Main and accent colors with exact codes for screen and print, plus how to combine them.

5. Typography

Fonts for headings and body text, with sizes and weights. Ideally with notes on licensing — some fonts need to be purchased for commercial use.

6. Graphic elements

Patterns, shapes, icons or textures that make your brand recognizable even without the logo.

7. Brand guideline

A document that brings everything together and explains the rules: how to use the logo, colors and fonts, and what to avoid. This keeps your brand consistent when someone else designs for it.

8. Final files

All logo files in the right formats: vector (SVG, PDF, AI or EPS) for print and scaling, PNG for web, plus color codes and font files or links. Without the right files, you'll struggle every time you need to make something new.

The extras: what's often added on top

These depend on your business and are usually priced separately or included in bigger packages:

business cards and stationery
social media templates and profile designs
packaging and labels
presentation or pitch deck template
email signature
merch: tote bags, stickers, uniforms
signage and print materials
brand illustrations or a custom icon set

You don't need all of them at once. Start with what your customers will see first — for most businesses, that's the website and social media.

How much does a brand identity package cost?

Prices vary a lot depending on who you hire and what's included. A freelancer on a marketplace might charge a few hundred dollars for a logo-focused package. Large agencies can charge tens of thousands for a full brand strategy and identity.

Instead of comparing prices alone, compare what's included. A cheaper package without research, a concept stage or a guideline can end up costing more — when you need to redo it a year later.

6 questions to ask before you hire a designer

What exactly is included? Ask for a written list.
Do you research my market and competitors? Or do you go straight to design?
Will I see a concept before the final design?
How many rounds of revisions are included?
What files will I receive at the end? You should get vector files and full rights to use them.
What's the timeline — and what happens if it's late?

A good designer answers all of these upfront, without you having to ask twice.

What's included at lunö

Every brand identity project at lunö includes:

research of your market and competitors
moodboard and visual concept for your approval
logo and its variations
color palette
typography
brand guideline
2–3 rounds of revisions
all final files

Extras like business cards, social media templates or packaging can be added depending on your business. We agree on the full scope and price before we start — in writing, with no surprises.

Brand identity starts at $600 and takes from 2 weeks. And if we're more than 20% late, your next project is 20% off.

Want to know what your brand actually needs? Get a free 15-minute video review — or just tell us about your project.

What's Included in a Brand Identity Package?