You need a logo design or want to rebrand your business. Great! Now, you’ve reached out to an agency like ours to talk about your needs and get an estimate.

But once it’s in your hands, there’s a problem. This estimate is more than you expected, and there’s a bit of sticker shock.

Understanding what goes into design pricing can help you set realistic expectations and, hopefully, avoid being surprised by a quote.

We’re going to walk through common misunderstandings about design costs, the components of estimates, and which questions to ask to evaluate your needs.

General misconceptions about design pricing

During some of the discussions we’ve had with people inquiring about our services, some of them are surprised about the cost. There are usually two reasons why this happened. They either have preconceived notions about what is involved in the design process, or they’ve never worked with an agency before.

Let’s hash out some of the typical things that have come up during these conversations.

“It’s just a logo. It shouldn’t cost that much.”
Well, not really. Your logo reflects and impacts your company long-term. Because of this, we research your competitors and think strategically about how each part of the logo design works toward attracting potential customers who ultimately become loyal buyers. It also goes through several iterations until it’s picture-perfect and ready to represent your business.

“But can’t I just pay for the design work without a strategy?”
You could, but then you would need to work with a different agency. We believe that one can’t exist without the other. There has to be a reason for every design decision because this rationale always revolves around your business’s goals.

“Freelancers or AI can do it for less.”
True. However, there’s a saying about getting what you pay for. We will also admit that there’s a time and place to use AI, inexpensive freelancers, and even DIYing it. However, our agency serves as an extension of your team since we provide design services, support, and strategy that approach every project as one that helps accomplish a business objective.

A lot goes on behind the scenes for just about every design service we offer, which is reflected in the estimate provided to you.

What determines the cost of design services?

From logos to marketing campaigns and brand designs, every project has its own unique criteria and specifications. We will provide a range for a project during our initial conversation with you until we get more details about it.

Why can’t we give you a flat rate right away?

Offering a range gives you an idea of what to expect once you receive the official quote. Several different factors influence the overall cost, and the requirements for each client aren’t the same, even if the project type is similar.

We use these criteria as a foundation to develop your project scope and estimate.

Deliverables: Knowing what the final products are (e.g., website, direct mail pieces, marketing campaign graphics, etc.) that we’re delivering to you helps us understand the specific tasks involved in getting the project completed.

Complexity: Some projects may require bringing in outside resources for custom illustrations, videos, or other specialized skills. Meanwhile, other projects involve more elaborate engagement, including managing and coordinating with different teams and vendors.

Implementation: Understanding who is responsible for executing the final product factors into estimating the project scope because it affects timelines and resource allocation.

Turnaround Time: The final deadline determines the overall schedule and can impact whether additional fees are included. For example, rush jobs are more expensive than extended projects because of their condensed timelines.

When we create estimates, we consider all of the above so you get a detailed account of the project scope and associated costs.

What to think about before requesting an estimate

When thinking about your design requirements, having a rough idea of what you want the final deliverables to do before reaching out for a quote is helpful. If you understand the business problem you’re trying to solve, then it’s easier to work backward to figure out the design assets required for it.

We’ve created a list of questions to ask yourself before getting in touch.

• What am I trying to achieve with this design project? (e.g., increase brand awareness, improve conversions, refresh outdated branding)
• Do I need a complete brand overhaul or just updated visuals?
• What design assets are absolutely essential for my business right now? (e.g., logo, website, packaging) What can wait until later?
• What are my “must-haves” vs. “nice-to-haves”?
• When do I need to have this project done?
• What’s the amount I’m comfortable spending, and what’s my limit if I want more designs in the future?

Don’t worry. You don’t need a fully realized answer to every question right now. These are thought starters to help you get an idea of what you want before contacting us.

Shaking off the shock

If you’ve never worked with a design agency before, getting an estimate from one can be an eye-opening experience.

But remember, the final estimate that ends up in your hands reflects the cost associated with the project and what it realistically takes to do it to meet your—and our—high standards.

Understanding which business objective you want a design to achieve before requesting a quote helps you set realistic expectations about your needs and prevents you from being taken by surprise.