“How much should I roughly spend to get a visual identity? How Much for a Brand Design?”. This is the question of millions or maybe even cents? When you start searching, you find everything: brands created for 50 and others that costed 50 million dollars. And when quotes start coming in, doubts arise: how do you make sense of such different prices? Is this investment really worth it? Our intention here is to help you reflect with more calm, clarity, and above all, with greater awareness about how much to invest and what to consider in this decision.
“Good design is addictive because it delivers great results.”
Gilberto Strunck
Investing in your brand can completely transform how your company is perceived and even how much it earns. On the other hand, we know it can also become an excessive expense if done at the wrong time or with misaligned goals. That’s why it’s worth taking a deep breath and approaching this topic with care. What you’ll read next is not a ready-made formula, but an invitation to evaluate with more sensitivity what truly makes sense for your company’s reality. Shall we? We’ve prepared some reflections that can help you make better decisions and invest the ideal amount for your moment.
1 – How much does it cost for your business to look amateur?
In the early days, it’s natural for your business to have a more beginner’s feel, maybe even using an improvised brand to communicate. That’s part of the process. But there comes a time when everything starts to evolve: you deliver better quality, you get the hang of your services, you gain experience. And then, your visual identity needs to keep up with this new phase. If the brand still looks improvised, it might end up sending a message that no longer fits the reality of your business. And that can be costly. It might be the difference between charging a fair price for your products and services or feeling you always need to lower your price, even when you’re delivering excellence. So, when thinking about investing in a new brand, it’s worth asking yourself honestly: how much does it cost your business to look amateur today?
Chef Josie went through exactly this moment. After gaining worldwide experience with her catering work, even on international flights, she decided to return to her roots in Blumenau and open a deli and café. A chef with such history and talent couldn’t have just any brand. That’s how the Beloved Brand Botané was born, with a creative concept that speaks to Josie’s dishes: full of flavor and texture, without exaggeration, without protocol, without labels. The brand’s symbol carries this essence and also honors roots, both Josie’s and the fresh ingredients she carefully selects. The Botané brand project was nationally recognized, making it to the shortlist of the Brazil Design Award in the brand design category.
Botané was born with a renowned chef at the helm and a proposal full of flavor and affection. See the full project.
2 – Is your business optimistic about the future?
It’s not always the right time to invest. If your business is currently facing financial challenges, even an affordable project can feel like a strain and that’s perfectly okay to acknowledge. A brand, no matter how good, shouldn’t become a source of worry, especially when the priority is to keep the business alive and healthy. But if your company has promising plans and you see a good path ahead, it might be worth considering a larger investment. When evaluating a budget, think about how this cost will spread out over time. A well-crafted visual identity can accompany your business for five, ten years or even longer. Putting that value into perspective helps you make a calmer, more thoughtful decision.
The Reserva Penedo inn was still under construction when the owners invited us to spend a weekend there and get to know the place. It was 2009, and they already knew that the visual identity would be a key part of the business strategy. The brand’s symbol represents nature from a microscopic point of view, as if you could see the patterns and symmetries of plants forming a mandala. The result looks like a flower and perfectly conveys what Reserva Penedo offers: the feeling of observing and becoming part of nature in the middle of a forest reserve. It’s been 16 years, and this brand remains alive, supporting the success of this family business.
+ Also Read – How Is a Brand Strategy Born? Our Step-by-Step Methodology
The Beloved Brand Reserva Penedo has accompanied this family business’s story since 2009—and continues to enchant today. Photo: Carol Lá Lach.See the full project.
3 – How much does your business plan to earn?
How much your business earns today, or hopes to earn soon, has everything to do with the value your brand needs to have. After all, if the goal is growth, the visual identity needs to be up to the challenge. So, when you receive a budget, it’s helpful to compare that amount with your company’s revenue. If your business currently brings in ten thousand per month, that’s one scenario. But if your goal is to reach one hundred thousand, the brand that will take you there needs to be ready for that leap. Design professionals like us take the size of the company into account when preparing a proposal. Larger companies require more attention, more touchpoints with the audience, and naturally, more responsibility. So it’s worth reflecting: how does this investment fit your reality today? And how can it support the growth you’re planning for the future?
Our client Joana, owner of Tartiner, invested in delicious clean-label spreads. In an interview with the Brazilian newspaper “O Globo”, she shared that Tartiner earned 2 million reais in 2022 and planned to double that revenue the following year. One of the strategies to achieve this goal was a complete redesign of the packaging line, which we were delighted to create in partnership. Interestingly, six years earlier, we had designed the original line, which grew along with the brand. Now, we took care of the redesign, featuring a rainbow of beloved flavors, to accompany Tartiner’s new phase and boost the next step in its journey.
+ Also Read – We debuted at the Brasil Design Award with two bronze medals!
Tartiner has grown and dreams big. We created the new packaging design with a rainbow of flavors and the goal to enchant customers and double revenue. See the full project.
4 – How much can your business handle headaches?
It’s normal to want to save money, especially when resources are tight. But when it comes to visual identity, it’s worth pausing to reflect: is this project too cheap? Could the initial cost turn into a headache down the line? Ready-made brands made by apps, for example, might seem like a good quick fix. But many of these services include clauses in their terms of use that don’t allow official trademark registration. In other words: you might like the look, but legally, you won’t be able to use it as your company’s registered brand. And without that registration, your business becomes vulnerable.
Another risk is ending up with a brand that’s copied or too similar to one that already exists. This can lead to lawsuits and losses. Then there are technical problems: poorly produced files cause quality loss, especially in printing, which can mean wasted materials and money thrown away. Think about your situation: how much can your business really handle these kinds of risks? Putting these possible costs on the scale can help you see the real value of a professional project.
+ Also Read – I Didn’t Approve the Brand Created for My Business. Now What?
5 – How clear is your business plan?
A visual identity doesn’t just appear out of nowhere, it’s the translation of what your company is, what it believes in, and where it wants to go. More than a pretty design, a brand is a way to tell a whole story in just a few seconds. So, think about your situation: is your business plan well designed? Are the paths defined? Because when a brand is created without that solid foundation, it risks not standing the test of time and might even need to be redone sooner than expected. It’s like building a house without preparing the ground, no matter how good the investment seems, it might not bring the results you want. On the other hand, when there’s a well-built plan that matches your company’s moment, the brand project tends to hit the mark, with every detail thoughtfully crafted to convey exactly what your business wants to say to the world. And that’s when the investment really pays off, because your brand starts working in your favor.
Super Vegan came to us at a moment of new beginnings. The company had paused its activities and was returning with a fresh, well-aligned plan, the partners were confident in this new direction. Together, we created the new visual identity and packaging, featuring version 2.0 of the little fox (the brand’s mascot) and brand-new characters. The response was so positive that shortly after, Super Vegan received an investment of R$ 1.5 million from the British fund Veg Capital. To top it off, the project also won a bronze medal at the Brasil Design Award.
Super Vegan received investment and won awards after aligning its plan with a Beloved Brand. Photo: Carol Lá Lach. See the full project.
6 – How prepared are the design professionals?
When your company decides to invest in a new brand, it’s also choosing who will walk alongside it during this journey. The truth is, as in any field, more experienced professionals usually charge more and that’s because they’ve invested heavily in studies, courses, testing, and refining their own work methods. Years on the road, with hits, misses, and lots of learning. That experience makes a difference. Experienced professionals know how to listen carefully to what your company truly needs, understand the moment it’s living, and propose solutions that make sense. Beyond the technical side, they can interpret the plan behind your business and translate it into a brand that supports your next steps.
If you’re reviewing budgets, pay close attention to the portfolio, education, sensitivity, and listening skills of those involved. Check if they’ve been recognized through awards, biennials, or contests. Read testimonials from previous clients. Ask questions, talk, clear doubts. It’s natural to feel insecure facing an investment like this. But surrounding yourself with professionals you trust, who embrace your vision and have the experience to walk with you, can transform the entire process and the result, too.
+ Also Read – How Does a Visual Identity Come to Life? Our Step-by-Step Methodology
Conclusion: how much does a brand cost?
The most honest answer is: it depends. The costs to create a brand vary because every business is unique. Everything counts, the moment your company is in, how mature it already is, the dreams for the future, the revenue, how much you intend to invest now, and the type of professional you choose to accompany this journey. A brand done hastily or with little care might seem cheaper at first but can bring headaches later on. Meanwhile, a brand made just for you, with listening, research, and depth, can be a game-changer for companies that already know where they want to go. So if you’re in this moment of reflection, we invite you to look at your case with care. What does your company need right now? Where is it in its journey? How much do you believe in your plan?
And if you want to talk to us, we’re here. We listen to your story with attention and care for every step with heart, because a Beloved Brand is born this way: from heart to heart. Does your company need one? Then let’s go together, request a proposal!