Brand and design
What does a visual identity cost? Packages and scope
A PDF proposal, a social post and a business card need different layouts while still belonging to one brand. An identity quotation should account for those applications. Here are the DigiDraft packages and the materials and rules to consider for your company.
DigiDraft identity prices and the included work
DigiDraft’s public price list gives PLN 2,600 excluding tax for the starter visual identity package and PLN 4,600 for the complete package. Prices were checked on 8 October 2026. The starter includes a logo, business cards, stationery and an email signature. The complete package adds a brand guide, social media templates and brochures. These figures describe the scope of our offer. They are not an industry average or a promise to prepare unlimited materials for every kind of business and every possible publishing channel.
Before choosing, define the number of designs, pages, formats and language versions. A business card can mean a base design or prepared details for several employees. A social template might cover one arrangement or several publication types. The proposal should make the distinction explicit. The listed 14 and 21 days are indicative; timing is confirmed after scope, materials and availability are agreed. Printing, website implementation, photography purchases and licences need separate agreement unless they are expressly included. This prevents a design package from being mistaken for all the production and implementation work that follows it.
| Package | Scope | Price |
|---|---|---|
| Starter | Logo, business cards, stationery, email signature | PLN 2,600 |
| Complete | Starter plus brand guide, social media templates and brochures | PLN 4,600 |
Start with the materials the company actually uses
Collect current proposals, presentations, documents, publications and photographs of places where customers encounter the brand. Record each material’s audience, update frequency and editor. This reveals whether the main difficulty is inconsistent appearance, missing templates, awkward editing or simply outdated information. Changing a colour does not repair an inaccurate service description. Separate writing from design work so both enter the scope and use the same approved facts. Someone must supply the product information, prices and conditions before a designer can build reliable layouts around them.
In a hypothetical example, a service company sends detailed PDF proposals every week but rarely prints leaflets. An editable document with scope tables, stages and conditions may take priority. A shop with many product variants may instead need a consistent label system. Both are commissioning identity work, but they will judge usefulness differently. Select the materials that must work at launch and list later applications separately. You can then commission a complete first set without paying to design things nobody can yet describe. Revisit the later list when a specific channel or product creates a real requirement.
Define what holds different materials together
An identity rests on decisions that work across formats: logo, colour, typography, composition and imagery. Agree which parts remain fixed and which can adapt. The name and construction of the mark may stay consistent while image size or text density changes with the task. A technical proposal needs different proportions from an event poster. They can still belong to the same brand when readers recognise recurring relationships between elements, rather than merely the same coloured corner. Ask the designer to explain those relationships in language the people preparing materials can use.
Review the direction across several different, real applications. A set of business cards alone does not show whether the system can handle a long price list or presentation. Also inspect a restrained version without a large photograph or expensive production finish. The brand should remain recognisable in an ordinary document. Describe the intended impression and its reason: a precise offer, informal communication, a craft tradition or a technical product. Those references help turn a business characteristic into a visual decision. Broad adjectives without context leave everyone guessing what should change when the first draft is reviewed.
Make type and colour work with real content
Test typefaces using full names, prices, numbers, addresses and paragraphs. Check the characters required by every planned language, including Cyrillic where relevant. Missing characters may remain hidden in a short demonstration headline. Inspect tables, emphasis and long headings. Agree a fallback font for situations where the primary typeface is unavailable. Someone preparing a document should know how to preserve readable hierarchy without inventing another combination every time. Check this in the actual editing application, because a polished preview does not demonstrate that employees can reproduce its appearance.
Give the palette defined uses: text, background, accent and messages. W3C specifies minimum contrast of 4.5:1 for ordinary text and 3:1 for large text, with exceptions. The logotype exception does not automatically cover paragraphs set in brand colours. Evaluate actual foreground and background pairs. Screen and print require appropriate values and files; Adobe distinguishes RGB for screens and CMYK for print. Agree a print proof with the producer because material and production conditions affect the result. A colour number in a guide cannot replace inspecting the application on the intended stock or surface.
Plan a distinctive way to show the business
Identity work can define cropping, lighting, backgrounds, product presentation and the role of illustration. You do not need an original drawing for every paragraph. First decide what the image should explain and where it will appear. A motif can connect a website, proposal and campaign when it relates to the service. In another business, carefully prepared photographs of real people and work may be more useful. Record authorship, permitted uses, modification rights and the working files required for later formats. These details belong in the scope, alongside the visual direction.
Consider a hypothetical service brand using drawings to explain diagnosis and repair. They can describe the full process on a website and become simplified stage symbols in a short proposal. The drawings need a shared style that remains clear when simplified. Quote the number of illustrations, level of detail and variants. If motion is planned, define duration, application and a static version. Animation should not be the only way important information is communicated. A generated image must not be presented as a photograph of completed client work or a real product. Keep those distinctions visible when choosing supporting materials.
Test templates through ordinary editing
A template helps when its editor can change the content while keeping the rules intact. Agree the application, account access and required licences. A file made in software the company does not use may require additional setup or training. Test presentation layouts with a short statement, detailed explanation, table and photograph. In documents, test text continuing onto another page. A template should survive the replacement of ideal demonstration content with ordinary business information. Otherwise, the handover solves the appearance of one sample while leaving every later publication dependent on another design intervention.
During acceptance, let the future editor create one material independently. Observe where they look for layouts and what they accidentally alter. This identifies what to simplify or explain. Define editing boundaries: copy and photography may change, while the logo construction remains fixed. Separately explain cases requiring a fresh design, such as an unusual advertising format. This test does not prove a specific number of hours saved. It shows whether the file supports its intended task and whether the guidance answers real questions. Use the findings to refine the delivered templates before treating the whole package as complete.
Identify the work that can expand the quotation
Cost grows with individual applications, variants, illustrations and design decisions. A large product library needs different rules from a few posts in one channel. Naming, rewriting, photography and transferring existing materials may be separate work. Show these requirements before commissioning. Compare proposals using core scope, optional items and materials your company will prepare. The comparison also reveals employee time absent from an agency invoice. An apparently smaller quotation can shift considerable preparation to your team, so ask who supplies the content and who checks it before layout starts.
With a limited budget, choose a complete set for the most important situations and document how it can grow. A rarely used brochure may wait while a proposal and core templates are ready. Avoid reducing the fee merely by removing editable files or practical tests; the business may soon need to commission the same work again. Ask about recurring font, image, software and library costs. Initial design and continuing use belong in one budget as separate entries. Use actual quotations for those entries rather than assuming that a familiar tool or available preview carries the required commercial permission.
Bring the identity into the channels already in use
After approval, list the materials to replace and their owners. Website pages, profiles, email signatures, sales documents and printed stock may belong to different people. A new guide does not update them automatically. Nominate someone to coordinate the change and maintain the current files. Separate archive material from the set intended for use. If old stock will remain, decide where temporary coexistence is acceptable and where it could confuse customers, particularly when an address, name or offer has changed. Visual consistency matters, but accurate business information should guide the sequence.
Start with the materials a customer will see during their next purchase. Check that the proposal sent after a conversation agrees with the website. Deliver new templates with short instructions and an example, not merely a folder link. Collect questions after the first uses; they can reveal a missing variant or an unclear rule that is easier to correct early. Do not attribute sales growth to appearance alone. If you want to assess the change, record concurrent changes in the offer, advertising and customer handling. This keeps observations about identity separate from outcomes that have several possible causes.
Accept the system and prepare a useful enquiry
Compare delivery with the agreed list: mark, variants, palette, fonts, instructions, illustrations and templates. Check licences, opening and editing. The official SIL OFL FAQ distinguishes using a font in artwork from transferring font software. Keep documentation for materials from other sources as well. A guide should explain rules relevant to your applications rather than accumulate nearly identical mockups. An answer to a real editor’s question matters more than an impressive page count. Ask someone who did not create the design to find a file and apply a rule using only the supplied guidance.
For a quotation, prepare channels, examples of existing materials, languages, editing tools and the first planned use. State whether the name and logo stay or may change. Request separate descriptions of foundations, applications and implementation. A conversation with DigiDraft can then concern a set the company will actually use. After handover, prepare one new material without the designer. If you can choose the right variants and apply the rules without guessing, you have evidence that the system supports everyday work. Any remaining difficulty becomes a concrete correction rather than a general judgement about whether the presentation looks attractive.
Questions and answers
How much does a visual identity cost at DigiDraft?
In the price list checked on 8 October 2026, the starter package costs PLN 2,600 net and the comprehensive package PLN 4,600 net. The first includes a logo, business cards, letterhead and email signature; the second adds brand guidelines, social templates and brochures. Confirm the number of designs, formats and languages in the quote.
Do I need a visual identity if I already have a logo?
If every proposal, presentation and post looks unrelated, the logo alone is not providing enough guidance. A visual identity also defines how colours, typography, images and layouts work together. Base the scope on materials your business actually uses.
How can I check whether the templates will be useful?
Add a longer headline from your own materials, a photo and product details, then try editing the template yourself. Check the languages and formats your work requires as well. An attractive presentation with sample text will not tell you how the template works day to day.