The honest answer is: it depends on where you are and what you actually need. But "it depends" is not useful, so here are real numbers.

For a seed-stage startup that needs a functional brand identity — logo, type system, color palette, basic guidelines, and enough assets to launch a website and packaging — expect to spend between $15,000 and $40,000 with a credible independent studio. Below $15K, you are likely working with a freelancer or junior team, which can work if you have strong taste and can direct the process yourself. Above $40K, you are entering mid-tier agency territory where you get more strategic depth, a larger team, and a more polished deliverable.

For Series A and beyond, where brand becomes a competitive lever, budgets typically range from $50,000 to $150,000. At this level you are paying for strategy — positioning, audience research, competitive analysis — in addition to design execution. The strategy work is what separates a brand that holds up for three years from one that needs a refresh in 18 months.

Where to invest first matters more than the total number. If you are pre-launch, put most of your budget into naming (if you need it), logo, and packaging. Those are the assets with the longest shelf life. Website design can evolve. Social templates can be updated quarterly. But a bad name or a weak mark will cost you significantly more to fix later.

Three things that affect price the most: the complexity of your product line (one SKU vs. twenty), whether you need naming and verbal identity, and the reputation of the studio you hire. A well-known studio charges a premium because their work gets attention, which can be worth it if earned media is part of your strategy.

One more thing: do not budget zero for implementation. A brand identity is not finished when the PDF lands. You need someone to build the templates, set up the design system, and make sure it actually gets used correctly. Budget 20-30% of your design spend for implementation and rollout.