Logo & Brand Design

Start with a logo. Grow it into a system. One fixed price per package, no monthly plan needed.

Price Your Build
  3. Print & social from $250 a piece
TechTailors' button mark, drawn on its construction grid TechTailors' button mark, drawn on its construction grid
  1. Brand identity $4,000
  2. Brand guidelines $5,500
  3. Print & social from $250 a piece

Put it to the test

A logo has to work on a favicon and on a social banner.

Where the logo goes
Background

Website header, about 32 px tall. The horizontal version, as an SVG your site can scale. Logo package.

Your file stays on this page. Nothing is uploaded.

Will Paterson on what makes a good logo. Skillshare, 2021. Plays from YouTube (opens in new tab).

Three tests for a good logo

Will Paterson opens with these three. Each one plays the video from that point.

  1. Start with Simplicity
  2. Legibility: Be Readable and Understandable
  3. Appropriateness: Fit the Image of Your Industry

No monthly plan needed

Which package?

What do you have today?

No logo yet

Start with Logo, $2,500: the mark and every file you need to use it.

See Logo

A logo we've outgrown, or only a JPEG of it

Brand identity, $4,000: a new logo, plus the colors, type and patterns that make it a system, with tokens for your website.

See Brand identity

A logo everyone uses a little differently

Brand guidelines, $5,500: a new logo and identity, plus the book that keeps staff and printers using it one way, and the print pieces that start it off.

See Brand guidelines

A logo we like

Keep it. Every package starts with a new logo, so you don't need one. Print and social pieces are sold one at a time, from $250.

The three packages side by side, one row per deliverable
What you get Logo Brand identity Brand guidelines
Price, one-time $2,500 $4,000 $5,500
A new logo: 3 concepts, 2 rounds Included Included Included
Versions, favicon, app icons and every file Included Included Included
Color system with AA-checked pairs Not included Included Included
Type pairing, patterns, brand board Not included Included Included
Design tokens as CSS Not included Included Included
Social profile images and banners Not included Included Included
The brand book (PDF) Not included Not included Included
Business card, letterhead and envelope, email signature Not included Not included Included
Monthly plan needed No No No

How every package works

  • Half to start, half on final files.
  • 2 rounds of revisions are included. After that, $175 an hour, fixed in writing before the work starts.
  • The concept guarantee. If the first three concepts miss, we draw three more. If those miss too, you can stop there and owe nothing past the first half.
  • Fonts are open-license by default. A paid font is licensed in your name and paid to the foundry.
Show

$2,500, one-time

Best fit when you need a mark and every file to use it, and the colors and type can wait.

What you get

  • A discovery call and a short questionnaire
  • A look-alike search of the USPTO trademark database (a search, not legal clearance)
  • 3 concepts to choose from
  • 2 rounds of revisions
  • The final mark, drawn and constructed on a grid
  • Versions: horizontal, stacked and symbol, each in full color, one color and reversed
  • A favicon and app icons
  • Files: SVG, PDF, EPS, PNG and the source file
  • A one-page usage sheet: clear space, minimum size and color values

Constructed on a grid

A new mark comes constructed on a grid, like TechTailors' own below. Pick a part of it to light up the circle or line it follows.

TechTailors' button mark, a ring with three dots and a cursor, drawn over its construction grid of circles and straight lines.
Trace a curve
Whole grid
A square frame, two circles for the ring, three for the dots, the lines that touch them and one diagonal.
Ring, outer edge
One circle. It touches the frame's top and left sides and the guide lines at its right and bottom.
Ring, inner edge
A second circle on the same center, with 0.73 of the outer one's radius, so the ring is one width all the way round.
Dots
Three equal circles. Each one touches all four lines of its cell in the grid.
Cursor
The frame's diagonal runs through the ring's center and the top-left dot, and splits the cursor into mirror halves.
Cursor tip
The cursor's rounded tip touches the same two guide lines as the dots' inner edges, in the corner cell the dots leave empty.
Cursor points
The cursor's two points touch the frame's right side and bottom. The ring touches the other two, so the frame is the smallest square that holds the mark.
Ring ends
One end of the ring is cut along the cursor's upper edge. The other runs parallel to the cursor's lower edge, so the gap stays even.
The button mark's grid construction, redrawn from the TechTailors brand book (2024).

Price

Fixed price $2,500 one-time

Half to start, half on final files. No monthly plan needed.

$4,000, one-time

Brand identity: the logo, grown into a system

Best fit when the logo has to become a look: the colors, type and patterns your website, social pages and print share.

Everything in Logo, plus

  • A color system with HEX, RGB, CMYK and Pantone values, and text pairs checked for AA contrast
  • A type pairing
  • 2 or 3 brand patterns
  • A brand board that shows it all on one page
  • Design tokens as CSS, ready for your website
  • A profile image and banner for Facebook, LinkedIn, X and YouTube

Patterns from the logos

The brand book builds three patterns from elements of the two logos: dots, ticks and cursors. Pick a pattern, a size and two of TechTailors' colors. Every pair here passes WCAG AA contrast.

Pattern
Size
Colors

Dots, a 27 px repeat. Tangaroa on white: 17.2:1 contrast.

TechTailors' three brand patterns, redrawn from the TechTailors brand book (2024).

Price

Fixed price $4,000 one-time

Half to start, half on final files. No monthly plan needed.

$5,500, one-time

Brand guidelines: one book, so everyone uses it one way

Best fit when other people will use your brand: staff, printers, a sign maker, the next agency.

Everything in Brand identity, plus

  • The brand book, a PDF of about 20 to 30 pages: logo rules and misuse, color, type and pattern use, imagery direction and icon style, closing on mockups of the brand in use
  • Print-ready business card and letterhead and envelope
  • An email signature

Inside the book

Eight pages from TechTailors' own brand book, redrawn: the cover, clear space, the logo's versions, type, color, how to use the logos and how not to, and the social kit. A Brand guidelines book covers the same ground for your brand.

  1. p. 1 Cover

    Both logos in white on the book's navy, the gradient along the foot.

  2. p. 6 Clear space

    Keep at least the height of the letter T clear on every side of the logo.

  3. p. 8 Versions

    Each logo as a horizontal lockup, a vertical lockup and the symbol alone.

  4. p. 9 Type

    Archia, by Atipo Foundry, from Light to Bold, with sizes for H1 to H4 and paragraphs.

  5. p. 11 Colors

    Six colors plus black and white, each with HEX, RGB, CMYK and Pantone values and four tints.

  6. p. 12 Usage

    Each logo on white, on navy and on every brand color, with the color version or one color.

  7. p. 13 Misuse

    Six rules: keep the colors and the contrast; no shadows, stretching, rotating or outlines; keep the layout.

  8. p. 20 Social media kit

    Profile images and banners for each logo, light and dark, with and without the slogan.

Pages from the TechTailors brand book (2024), redrawn.

The book, in use

A brand book closes with the brand at work, so everyone who uses it can see what right looks like. Ours ends on a phone, a set of cards and a folder. The cap and the tee are new mockups of the same mark.

  • A phone standing on a dark rock, its sign-in screen showing the TechTailors button mark and name.

    p. 27 Phone

  • A stack of navy TechTailors business cards with Mac Goldman's name, the gradient rule and the tape mark, beside a card showing the button-mark logo.

    p. 28 Business cards

  • A navy folder printed with the dot pattern, and a letterhead sheet with the TechTailors logo at the top.

    p. 29 Folder and letterhead

  • A white cap with the full-color TechTailors button mark on the front.

    New Cap

  • A white t-shirt on a wooden hanger with the TechTailors logo across the chest.

    New Tee

Phone, cards and folder: mockup pages from the TechTailors brand book (2024). Cap and tee: new mockups on photos by personalgraphic.com (opens in new tab) and Avtar Singh (opens in new tab) on Unsplash.

Price

Fixed price $5,500 one-time

Half to start, half on final files. No monthly plan needed.

From $250 a piece

Print and social: one piece at a time

For the logo you already have, or one more piece after a package. Each comes with one round of revisions.

TechTailors letterhead: the horizontal logo at the top, gray lines where a letter goes, the mark faded behind them, and the phone, email, website and a QR code at the foot.
TechTailors business card, front: the stacked logo and slogan inside a rainbow border on navy. TechTailors business card, back: Mac Goldman, Founder & CEO, the tape-measure logo, a rainbow rule, then phone, email, website and a QR code on navy.
Our own business card and letterhead, from the TechTailors brand book (2024).

Checked plate by plate

Full-color printing lays down four inks, cyan, magenta, yellow and black, one plate each. Pick a plate to see how much of each ink TechTailors' six colors take.

Plates

All four plates together, shown in the book's screen colors. The table lists each color's ink values and its Pantone color.

Cyan plate: Tangaroa 100%, Havelock Blue 66%, Mantis 61% and Maroon Flush 15%. Burning Orange and California take none.

Magenta plate: Maroon Flush 99%, Tangaroa 88%, Burning Orange 74%, California 48%, Havelock Blue 21% and Mantis 11%.

Yellow plate: California 100%, Mantis 89%, Burning Orange 87%, Maroon Flush 63% and Tangaroa 41%. Havelock Blue takes none.

Black plate: Tangaroa 54% and Maroon Flush 3%. Burning Orange, California, Mantis and Havelock Blue take none.

TechTailors' six colors in print, from the brand book
Color C M Y K Pantone
Tangaroa PANTONE 2768 C 100884154 PANTONE 2768 C
Maroon Flush PANTONE 7636 C 1599633 PANTONE 7636 C
Burning Orange PANTONE 1645 C 074870 PANTONE 1645 C
California PANTONE 1375 C 0481000 PANTONE 1375 C
Mantis PANTONE 7489 C 6111890 PANTONE 7489 C
Havelock Blue PANTONE 2171 C 662100 PANTONE 2171 C
TechTailors' button mark and colors, separated with the CMYK values in the TechTailors brand book (2024). On screen the plates are a simulation; printed color depends on paper and press.

From $250 a piece

Brand identity already includes the social set for Facebook, LinkedIn, X and YouTube. Brand guidelines adds the business card, and the letterhead and envelope.

  • Business card: $250 one-time
  • Letterhead and envelope: $250 one-time
  • Flyer or one-page sheet: $250 one-time
  • Tri-fold brochure: $500 one-time
  • Social profile image and banner: Facebook, LinkedIn, X or YouTube $250 a platform

Print pieces come print-ready, checked plate by plate. Your printer bills the printing. A social piece is a profile image and the banner behind it, sized and cropped for one platform.

We don't design signs, physical banners or vehicle graphics. Your sign maker gets the vector file, and it scales to any size.

For comparison

What logos and brands cost elsewhere

  1. $2,500–$10,000+

    For a logo from a design studio or branding agency

    VistaPrint

  2. $10,000–$49,999

    For most branding projects reviewed on Clutch

    Clutch

  3. $5,000–$25,000

    For brand guidelines, a brand manual of 10 to 100+ pages

    DesignRush

Every price here is fixed and one-time: $2,500 for a logo, the bottom of the studio range; $4,000 for an identity, under the roughly $10,000 an agency identity package starts at; $5,500 for guidelines, with the logo, the identity and the book in it.

TechTailors Logo & Brand Design vs. alternatives

TechTailors Logo & Brand Design

  • Fixed, published, one-time prices: $2,500, $4,000 and $5,500
  • 3 concepts and 2 revision rounds, with the concept guarantee
  • The mark constructed on a grid, in every version and file format, the source file included
  • Design tokens as CSS, ready for your website, with Brand identity
  • No monthly plan needed

Alternatives

  • Design studios and branding agencies: $2,500 to $10,000+ for a logo (VistaPrint)
  • Agency brand identity packages: from about $10,000 (VistaPrint)
  • Brand guidelines: $5,000 to $25,000 for a brand manual (DesignRush)
  • Most branding projects reviewed on Clutch: $10,000 to $49,999 (Clutch)

TechTailors

  • Logo $2,500
  • Brand identity, with the logo $4,000
  • Brand guidelines, with both $5,500

Studio or agency

  • Logo $2,500 to $10,000+
  • Brand identity package From about $10,000
  • Brand guidelines $5,000 to $25,000

Six steps

How your logo gets made

Step 1

Discovery

A call and a short questionnaire: your business, your customers and everywhere the logo has to work. Half the price starts the work.
Step 2

Look-alike search

Before you see a concept, we search the USPTO trademark database for marks like the ones we're drawing. It's a search, not legal clearance.
Step 3

3 concepts

3 concepts to choose from. If they miss, we draw 3 more, and if those miss too, you can stop there and owe nothing past the first half.
Step 4

Revisions

2 rounds of revisions on the concept you choose. Any more are billed by the hour, fixed in writing before the work starts.
Step 5

Construction

The final mark is drawn and constructed on a grid, then set in every version: horizontal, stacked and symbol, in full color, one color and reversed.
Step 6

Files

SVG, PDF, EPS, PNG and the source file, with a favicon, app icons and a usage sheet, plus your package's system and book. The second half is due on final files.

Questions

What owners ask before they start

  1. Why does a logo cost more than a five-page website build?
    A website build reuses components and templates we've already made and tested. A logo is drawn from nothing, for one business, and has to work everywhere from a 16 px browser tab to the side of a building.
  2. Do I need a monthly plan to buy design?
    No. Design is one-time, at the same price for everyone, with or without a website plan. Half to start, half on final files.
  3. We like our logo. Can you build guidelines around it?
    Not as a package: every package starts with a new logo. If your logo works, keep it, the way you'd skip Alterations when your site fits. Print and social pieces are sold one at a time.
  4. How many concepts and revisions do I get?
    3 concepts to choose from. 2 rounds of revisions are included. After that, $175 an hour, fixed in writing before the work starts.
  5. What if none of the concepts work?
    If the first three concepts miss, we draw three more. If those miss too, you can stop there and owe nothing past the first half. It's a way out, not a refund, like the 30-day guarantee on a website plan.
  6. What files do I get?
    SVG, PDF, EPS and PNG for every version, the source file, a favicon and app icons, and a one-page usage sheet. Identity adds design tokens as CSS; Guidelines adds the brand book as a PDF.
  7. Is my logo checked against trademarks?
    We search the USPTO trademark database for look-alikes before you choose. That's a search, not legal clearance. If you plan to register your mark, a trademark attorney can run a full clearance.
  8. Which fonts will you use?
    Fonts are open-license by default. A paid font is licensed in your name and paid to the foundry. You never pay us for a font license.
  9. Can you make our social profile images and banners?
    Yes, for Facebook, LinkedIn, X and YouTube: a profile image and a banner sized for each, $250 a platform. Brand identity and Brand guidelines include every platform.
  10. Do you design signs or vehicle wraps?
    No, print and social only. We don't design signs, physical banners or vehicle graphics. Your sign maker gets the vector file, and it scales to any size.
  11. Do the annual prepay or the Blueprint credit apply?
    No. Both apply to a website's build fee, and design isn't a build fee. Design is priced on its own, the same for everyone.

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Price your brand before you talk to anyone.

See your exact one-time price, then talk to us when you’re ready.

Price Your Build

Concept guarantee: if the first three concepts miss, we draw three more.