Graphic Design Project Quote Calculator 2025/26

Both models work — the choice depends on project scope clarity and your relationship with the client. Flat project fees work well for defined-scope projects (e.g. logo design with 2 concepts and 2 revision rounds). Hourly rates work better for ongoing or undefined-scope work (e.g. monthly design retainer). Many designers use a hybrid: a fixed fee for the core deliverables with an agreed hourly rate for revisions beyond the included rounds. Always define what is included in a fixed fee clearly — scope creep is the main risk.

Usage rights (also called licensing) reflect the commercial value the client will derive from the design beyond the creative work itself. A logo used across national print advertising campaigns has significantly higher value than the same logo used only on a business card and website. Many designers price the creation fee (hours × rate) separately from the usage rights licence. Usage multipliers: web and internal use — 1.0×; regional print — 1.2×; national print and outdoor — 1.5×; national broadcast/advertising — 2.0×. This is standard practice in commercial illustration and photography.

A complete brand identity (logo, colour palette, typography, brand guidelines) for a small UK business typically costs £800–£3,000 from a freelance designer or small studio. Mid-market brand projects (more complex, multiple brand mark variants, extensive guidelines) cost £5,000–£20,000. Enterprise rebrands by major agencies cost £50,000–£500,000+. These ranges reflect the time and strategic value involved, not just execution. Be wary of very low prices — a £200 "branding package" rarely delivers a distinctive, scalable identity.