What branding work includes
- Brand strategy: positioning, audience, personality and messaging.
- Naming, with checks that the name is available.
- Logo, colour palette, typography and imagery style.
- Brand guidelines so everyone uses the brand consistently.
- Applications: website, social templates, packaging, signage and print.
Protect your brand before you launch
Check that a name and logo aren’t already registered for similar goods or services. Official searches are free at the USPTO (US), UKIPO (UK) and EUIPO (EU). The WIPO Madrid System lets you seek protection in many countries through one application. A trademark attorney can advise on availability and filing. Our sister site OnBusLaw explains trademarks in plain English.
Get the files and the rights
- Ask for master files in vector formats (such as SVG, AI or EPS), plus web-ready versions.
- Your contract should assign copyright in the final logo to your business on payment.
- Check licences for any fonts or stock images used, especially for commercial use.
What affects the cost
Strategy and research, how many concepts and revision rounds are included, the number of brand applications, and naming or trademark work. A logo on its own costs less than a full identity with guidelines. Ask what’s included at each stage.
Last updated: 16 October 2026
