The short answer, because you came here for a number: a serious B2B brand identity in 2026 costs between $9,000 and $60,000 with a specialized studio. Freelancers do it for $3,000 to $15,000. Big agencies start around $80,000 and go past $250,000. And AI tools will make you something that looks like a brand for $50.

All four of those can be the right answer. Most of this article is about figuring out which one is right for you, because the wrong choice in either direction is expensive.

Why the range is so wide

Branding has no fixed price because you're not buying a fixed thing. A logo is a deliverable. A brand is a set of decisions: who you're selling to, what they need to believe before they buy, why you and not the competitor with more funding. The price mostly reflects how much of that decision-making you're paying for.

At the bottom of the range, you're buying execution only. Someone takes what you tell them and makes it look good. That works if your positioning is already sharp. It usually isn't.

At the top of the range, you're paying for process: research phases, stakeholder workshops, three rounds of committees. Some of that is real value. A lot of it is overhead with a project manager attached.

The middle, where we work, is strategy plus execution without the ceremony. The thinking is real, but it happens in working sessions with the founder, not in a 90-page discovery deck nobody reads.

What actually drives the price

Four things move the number more than anything else.

Scope. A logo and basic guidelines is one job. Naming, identity, messaging, website, deck, and social templates is a different job. Most Series A companies need the second one, and pricing surprises usually come from discovering that mid-project.

Who does the thinking. If you walk in with confirmed positioning, you pay for hands. If the studio has to figure out your market with you, you pay for heads. Heads cost more and are worth more, because design built on wrong positioning is money burned no matter how pretty it is.

Seniority. A senior team costs more per hour and less per project. They get to the right answer in two rounds instead of six. Cheap design is slow design with extra steps.

Speed. Compressed timelines cost more everywhere. If you need a full rebrand before a funding announcement in five weeks, expect a premium, and expect it to be worth it.

What we charge, since you'll ask anyway

We don't hide our numbers, because guessing games waste everyone's time. At WeGrow, fixed-scope brand projects start at $9,000 and most land between $12,000 and $40,000 depending on scope: strategy, identity, web, motion. Delivered in 4 to 8 weeks by a senior team, price locked before work begins.

The other way to work with us is the retainer at $4,900/month, the Design Subscription 2.0 model: an in-house-feeling team on a subscription price, for companies whose design needs don't stop at launch.

Where founders overpay

Paying an agency's brand-theater premium: mood films, brand essence pyramids, a "brand universe." If you're a 20-person SaaS company, you need clarity and consistency, not a universe.

Paying twice, which is the most common one. The $3,000 logo that gets thrown away at Series A because it can't stretch across a real product, a deck, and a sales motion. The cheap option often costs $3,000 plus the real project later.

Paying for process instead of thinking. Ask any agency: who exactly works on my account, and what do they decide in week one? If the answer is a discovery phase with no decisions until week six, the price includes a lot of waiting.

Where founders underspend

Strategy. Founders will pay for visuals because they can see them, and skip positioning because they can't. Then eighteen months later the site says the same thing as every competitor and paid acquisition is doing the differentiation work the brand should be doing for free.

Messaging. A brand that looks sharp and reads generic is half a brand. Words convert; the visuals earn the right to be read.

The AI question, answered honestly

Yes, AI can generate a logo, a palette, and a landing page today, and we use AI heavily in our own production. What it can't do is know your market, sit in a room with you and argue about which of your three positioning options will survive contact with a procurement team. The production layer of branding is collapsing toward free. The judgment layer is what you're paying for in 2026, and it's the part that was always worth the money.

If your budget is genuinely $500, use the AI tools, launch, and come back when the brand starts costing you deals. That's not a sales line. Bad timing wastes more money than bad logos.

FAQ

How much does a logo cost by itself?
From a serious studio, expect $3,000 to $10,000, but almost nobody should buy a logo by itself. A logo without a system around it is a favicon.

How long does B2B branding take?
4 to 8 weeks for a full identity with a senior team. Anyone promising a complete brand in a week is skipping the part that matters; anyone quoting six months is billing you for their process.

Is a rebrand more expensive than a new brand?
Usually slightly, because there's an existing system to audit and migrate. Budget 10 to 20% more than greenfield.

What should a seed-stage company spend?
As little as possible on decoration, as much as needed for clarity. Often that's a naming + logo + one-page system engagement in the low five figures, not the full program.

Does the subscription replace a brand project?
No, they answer different needs. A project builds the brand; the subscription keeps it alive and evolving. Many of our clients do the project first, then move to the retainer.

WeGrow is a design partner for B2B AI companies. Brand strategy, identity, web, and motion. See the work or book a call.