Brand identity or logo design: what does it cost and how do you pick the right agency?
A one hundred euro logo online, or a five thousand euro brand identity track at an agency: it is the same product with a fifty times price difference, and that feels illogical. Yet the difference is real, and it pays to understand exactly what you are buying. On this page we explain what a brand identity or logo costs to design in 2025, the difference between a freelancer, an online logo maker and a branding agency, and why a consistent identity measurably lifts your revenue. We are DSTRCT, a creative and software agency from Mijdrecht, and we design brand identities for entrepreneurs in the Utrecht region.
Updated: 2026-08-08
What does a brand identity or logo cost to design?
A standalone logo in the Netherlands typically starts around 500 euro, while a complete brand identity at an agency usually costs between 1,500 and 8,000 euro (source: Green Creatives and BigBird Creative price overviews 2026). Where you land depends mostly on who you approach and how much strategy and research you want.
A logo is a picture, a brand identity is a system. You are not paying for a pretty symbol, you are paying for recognition that holds up on every channel.
Indicative prices by type of provider (2025)
| Provider | Hourly rate | Brand identity |
|---|---|---|
| Online logo maker | n/a | 50 to 300 euro for a logo only |
| Freelance designer | 35 to 85 euro | basic identity 500 to 1,500 euro, full with templates and brand guide 1,500 to 5,000 euro |
| Branding agency | 80 to 200 euro | full brand identity track 5,000 to 15,000 euro or more |
These figures are market indications (source: Green Creatives, DesignDash and BigBird Creative, logo and brand identity price overviews 2026). An agency charges more because you pay for brand research, competitor analysis, multiple concepts and a team. A freelancer is cheaper and perfectly fine for a starting entrepreneur with a clear picture.
What is the difference between a cheap logo and a brand identity track?
The difference is not the picture, it is everything around it. An online logo maker hands you a symbol, often based on templates. A brand identity track hands you a complete visual system that carries you for years.
What does a complete brand identity include?
A full brand identity usually contains:
- A logo in multiple variants (colour, black and white, portrait, landscape)
- A fixed colour palette with exact colour codes
- Typography: which fonts you use where
- Templates for business cards, quotes, social media and your website
- A brand guide: the handbook that sets out how everything should be used
That handbook is the difference between a brand that looks the same everywhere and one that looks different on every touchpoint. And it is exactly that consistency where the money sits.
Why does a consistent brand identity matter for your revenue?
Because consistency translates into trust, and trust into money. The Brand Consistency Report by Marq (formerly Lucidpress) shows that consistent branding can drive an average revenue increase of 33 percent compared with organisations that struggle with their identity (source: Marq, Brand Consistency Report). A customer who sees your brand the same way on your website, your quote and your social media doubts your professionalism less.
That matches what we see with video: 87 percent of consumers say the quality of your visual output influences their trust in a brand (source: Wyzowl, State of Video Marketing 2024). For a local business in the Utrecht region competing with bigger players, a sharp, consistent identity is one of the cheapest ways to come across as larger and more trustworthy than you are.
Consistent branding delivers on average a third more revenue (source: Marq). A brand identity is not an aesthetic luxury, it is one of the most measurable investments in your brand.
How do you pick the right agency in the Utrecht region?
Do not pick on price alone, pick on what you actually need right now.
Choose an online logo maker if
you are just starting, have a minimal budget and need something recognisable fast. Just know you will likely start over later.
Choose a freelancer if
you have a clear picture of your brand and want a solid identity without the full strategy track. Often the best value for money for SMEs.
Choose an agency if
your brand has a growth goal, you want multiple channels set up consistently, or your identity has to carry straight through into your website, webshop or software. Then you are paying for strategy and coherence, not just design.
At DSTRCT in Maarssen the creative side sits under the same roof as the software side. That means your brand identity does not stop at a pdf, but carries straight through into your website, your webshop or your customer portal. For entrepreneurs in the Utrecht region who want to grow without ten separate suppliers, that saves a lot of hassle.
Sources
- Marq (formerly Lucidpress), Brand Consistency Report
- Wyzowl, State of Video Marketing 2024 (wyzowl.com/video-marketing-statistics)
- Green Creatives, Wat kost een logo laten maken 2026 (greencreatives.nl/wat-kost-een-logo)
- DesignDash, Huisstijl laten ontwerpen kosten 2026 (designdash.nl/blog/huisstijl-laten-ontwerpen)
- BigBird Creative Studio, Kosten huisstijl laten ontwerpen (bigbirdmedia.nl)
Frequently asked questions
Ready to get started?
Tell us about your project. You get a clear, no-obligation proposal with an honest price estimate.