How to Price Design Work (Logos, Branding, UI/UX)

How to Price Design Work (Logos, Branding, UI/UX)

Pricing design work is one of the hardest parts of freelancing. Charge too little, and you're undervaluing yourself. Charge too much, and you might lose the client.

This guide breaks down how to price different types of design work — from logos to full brand systems to UI/UX projects.

📖 Master guide for pricing: This is the comprehensive guide to pricing design work. For invoicing workflow, see How to Invoice as a Designer or Creator or Simple Invoicing for Creatives.

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The 3 Pricing Approaches

Related guides:

• Pricing Models for Creatives — Detailed breakdown of hourly, flat, value-based
• How Creators Should Charge Brands — Brand work pricing strategies
• How to Invoice Like a Pro — 12 professional invoicing tips

1. Hourly Pricing

Best for: Consulting, revisions, uncertain scope, ongoing work

How it works:

• Set an hourly rate
• Track hours worked
• Invoice: hours × rate

Example:

• Rate: $100/hour
• Hours: 8
• Total: $800

Pros:

• Fair for uncertain projects
• Easy to calculate
• Client understands value

Cons:

• Can penalize efficiency
• Hard to scale
• Client might question hours

When to use:

• Consulting work
• Revisions
• Projects with unclear scope
• Ongoing retainer work

2. Flat Project Pricing

Best for: Defined projects, clear deliverables, brand identity, websites

How it works:

• Agree on project scope
• Set fixed price
• Invoice for total amount

Example:

• Brand Identity: $2,400
• Includes: Logo, guidelines, color palette, typography

Pros:

• Predictable income
• Rewards efficiency
• Client knows total cost upfront

Cons:

• Risk of scope creep
• Hard to adjust if project changes
• Can undervalue if scope expands

When to use:

• Brand identity projects
• Website design
• Clear deliverables
• Projects with defined scope

3. Value-Based Pricing

Best for: High-impact work, strategic projects, brand partnerships

How it works:

• Price based on value delivered
• Not hours or deliverables
• Focus on impact/results

Example:

• Complete brand system: $10,000
• Value: Increases market recognition, positions brand for growth

Pros:

• Rewards high-impact work
• Can charge premium
• Focuses on results

Cons:

• Harder to justify
• Requires client education
• Can be harder to sell

When to use:

• Strategic brand work
• High-impact projects
• Long-term partnerships
• When you have strong portfolio

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Pricing by Project Type

Logo Design

Range: $500 - $5,000+

Factors:

• Experience level
• Client size (startup vs enterprise)
• Deliverables (logo only vs full system)
• Usage rights
• Revisions included

Typical pricing:

• Beginner: $500 - $1,000
• Mid-level: $1,500 - $3,000
• Senior: $3,000 - $5,000+

What to include:

• Logo design (primary mark)
• Logo variations (horizontal, vertical, icon)
• Color versions (full color, black, white)
• Usage guidelines (optional)

Pro tip: Package logo with brand guidelines to increase value.

Brand Identity (Full System)

Range: $2,000 - $15,000+

Factors:

• Scope (logo only vs full system)
• Client size
• Deliverables included
• Your experience
• Market rates

Typical pricing:

• Small business: $2,000 - $5,000
• Mid-size company: $5,000 - $10,000
• Enterprise: $10,000 - $15,000+

What to include:

• Logo design
• Brand guidelines document
• Typography system
• Color palette
• Application examples
• Brand voice/tone (optional)

Pro tip: Break down into phases: Discovery ($X), Design ($Y), Guidelines ($Z).

UI/UX Design

Range: $1,500 - $10,000+ per page/screen

Factors:

• Complexity
• Number of screens
• Research included
• Prototyping included
• Design system included

Typical pricing:

• Simple landing page: $1,500 - $3,000
• Multi-page website: $5,000 - $15,000
• App design: $10,000 - $50,000+

What to include:

• Wireframes
• Visual design
• Prototypes (optional)
• Design system (optional)
• Responsive designs

Pro tip: Charge per screen/page, or package as full project.

Web Design

Range: $2,000 - $20,000+

Factors:

• Number of pages
• Complexity
• Custom functionality
• Content creation included
• Development included

Typical pricing:

• Simple site (5 pages): $2,000 - $5,000
• Mid-size site (10-15 pages): $5,000 - $10,000
• Complex site (20+ pages): $10,000 - $20,000+

What to include:

• Design (all pages)
• Responsive design
• Design system/style guide
• Asset preparation
• Developer handoff

Pro tip: Separate design from development. Charge separately.

Social Media Design

Range: $50 - $500 per post

Factors:

• Volume (single post vs monthly package)
• Complexity
• Animation included
• Strategy included

Typical pricing:

• Single post: $50 - $200
• Monthly package (10 posts): $500 - $2,000
• Full social media design: $2,000 - $5,000/month

What to include:

• Post designs
• Stories/Reels designs
• Templates (optional)
• Brand guidelines adherence

Pro tip: Package monthly for recurring revenue.

Print Design

Range: $300 - $3,000+ per piece

Factors:

• Complexity
• Print specifications
• Quantity
• Production management included

Typical pricing:

• Business card: $300 - $800
• Brochure: $800 - $2,000
• Packaging: $2,000 - $5,000+

What to include:

• Design
• Print-ready files
• Production specs
• Print management (optional)

Pro tip: Charge extra for print management if you handle production.

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How to Determine Your Rate

1. Calculate your minimum rate

Formula:

(Annual expenses + desired profit) ÷ Billable hours = Minimum hourly rate

Example:

• Annual expenses: $30,000
• Desired profit: $50,000
• Billable hours: 1,200 (50% of 2,400 working hours)
• Minimum rate: ($30,000 + $50,000) ÷ 1,200 = $66.67/hour

Round up to: $75-100/hour minimum

2. Research market rates

Where to research:

• Freelance platforms (Upwork, Fiverr)
• Design communities (Dribbble, Behance)
• Industry surveys
• Other designers (ask around)

Factors:

• Your experience level
• Your location
• Client location
• Project type

3. Consider your value

Ask yourself:

• What's the client's budget?
• What's the project's value to them?
• What's your unique value?
• What's your experience level?

Price based on value, not just time.

4. Start conservative, increase over time

For beginners:

• Start at market rate (or slightly below)
• Build portfolio
• Increase rates as you gain experience

For experienced designers:

• Price at premium
• Focus on value, not hours
• Don't undervalue yourself

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Common Pricing Mistakes

Related guides:

• 10 Invoicing Mistakes Freelancers Make — Common errors to avoid
• How to Invoice Like a Pro — Professional invoicing tips

1. Pricing too low

Problem: You undervalue yourself to get clients.

Why it's bad:

• Attracts bad clients
• Hard to raise rates later
• Not sustainable long-term

Solution: Price at market rate (or slightly below if starting out). Don't race to the bottom.

2. Not accounting for revisions

Problem: You quote a price, then client requests 10 revisions.

Solution: Include revision policy in quote:

• "Includes 2 rounds of revisions"
• "Additional revisions at $X/hour"

3. Not defining scope

Problem: Project scope creeps, but price doesn't change.

Solution: Define scope clearly:

• What's included
• What's not included
• Revision policy
• Timeline

4. Charging the same for everything

Problem: You charge $2,000 for a logo and $2,000 for a full brand system.

Solution: Price based on:

• Project complexity
• Value delivered
• Time required
• Client size

5. Not raising rates

Problem: You charge the same rate for 5 years.

Solution: Raise rates regularly:

• Annually (at minimum)
• When you gain experience
• When demand increases
• When you add new skills

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How to Present Pricing

Option 1: Single Price

Best for: Simple projects, clear scope

Example:

Brand Identity Design: $2,400
Includes: Logo, guidelines, color palette, typography

Option 2: Package Pricing

Best for: Multiple options, different budgets

Example:

Starter: $1,500
- Logo design
- Basic guidelines

Professional: $2,400
- Logo design
- Full brand guidelines
- Color palette
- Typography system

Enterprise: $5,000
- Everything in Professional
- Brand application examples
- Brand voice/tone guide
- 3 months of support

Option 3: Hourly + Estimate

Best for: Uncertain scope, consulting work

Example:

Rate: $100/hour
Estimated: 20-25 hours
Estimated Total: $2,000 - $2,500

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FAQs

How do I know if I'm charging too much?

If clients consistently say "no" or ask for discounts, you might be too high. But also consider:

• Are you targeting the right clients?
• Are you communicating value clearly?
• Is your portfolio strong enough?

Don't lower prices just because one client says no.

How do I know if I'm charging too little?

Signs you're too low:

• Clients never negotiate
• You're always booked
• You're working too much for too little
• Other designers charge 2-3x more

Raise your rates.

Should I charge different rates for different clients?

Yes. Consider:

• Client size (startup vs enterprise)
• Project complexity
• Long-term value
• Your relationship

But be consistent — don't charge wildly different rates for similar work.

How do I handle price objections?

1. Understand the objection (budget? value? timing?)
2. Explain your value
3. Offer alternatives (phased approach, smaller scope)
4. Stand firm if your price is fair

Don't automatically discount. Sometimes "no" is the right answer.

Should I show my rates publicly?

Pros:

• Saves time (clients self-select)
• Shows confidence
• Filters out low-budget clients

Cons:

• Less flexibility
• Competitors see your rates
• Can limit negotiation

For beginners: Maybe keep private. For experienced: Public rates can work well.

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FAQs

How do I determine my design rates?

Consider:

• Your experience level
• Market rates in your area/niche
• Project complexity
• Client budget
• Your desired income

Start conservative, increase as you gain experience.

Should I charge hourly or flat rate?

Hourly: Better for uncertain scope, revisions, consulting work
Flat rate: Better for defined projects, predictable scope, client preference

Many designers use both — hourly for consulting, flat for projects.

How much should I charge for logo design?

Typical range:

• Beginner: $300-800
• Intermediate: $800-2,500
• Experienced: $2,500-10,000+
• Agency: $10,000+

Factors: Client size, usage rights, deliverables included, your experience.

Should I charge more for rush work?

Yes. Rush work disrupts your schedule. Common approach:

• 25-50% rush fee for tight deadlines
• Or decline if you can't accommodate

Protect your time and workflow.

How do I justify my prices to clients?

Focus on value:

• What problem you're solving
• Your expertise and experience
• Quality of deliverables
• Time and effort required

Confidence in pricing = better client relationships.

Should I negotiate on price?

It depends:

• For good clients with budget constraints: Maybe
• For low-budget clients: Usually not worth it
• For large projects: Room for negotiation

Know your minimum — don't go below it.

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