Three levels of brand work
| Level | Price (ex GST) | Timeline | Includes |
|---|---|---|---|
| Essentials | $1,500 – $3,000 | 2–3 weeks | Logo and core marks, colour palette, typography, starter asset pack |
| Identity system | $3,000 – $5,000 | 4–6 weeks | Everything in Essentials, plus a full visual identity system and brand guidelines |
| Full foundation | From $5,000 | 6–10 weeks | Brand strategy and positioning, complete identity and guidelines, collateral, digital and print assets |
These are Onmark's published tiers.
How that compares with the market
Published Australian guides for 2026 give broadly similar bands:
- Freelance logo only: a few hundred dollars to about $1,500. Guidelines and trademark screening are rarely included.
- Boutique studio identity: about $1,500–$5,000 for most small businesses.
- Mid-tier agency identity: about $8,000–$20,000, with more research and rollout.
- Strategy plus full identity: $20,000–$50,000+.
Onmark's tiers sit at the boutique end, with a strategy-led option (Full foundation) available as you grow.
Which level do you need?
- Essentials suits a new business that needs to look credible from day one and has a clear idea of who it serves.
- An identity system suits a growing business whose brand has grown piecemeal and is now used by a team, suppliers or franchisees.
- A full foundation suits a business that's repositioning, merging, entering a new market, or unsure how to describe what makes it different.
What changes the price
- Strategy and research: workshops, customer interviews, competitor review.
- Number of concepts: more initial directions means more time.
- Applications: signage, vehicles, uniforms, packaging and templates each add scope.
- Stakeholders: more decision-makers means more review rounds.
- Naming: creating or checking a new name is a separate piece of work.
Why a cheap logo usually costs more
A $100 logo from a marketplace looks like a saving. The costs show up later:
Checklist
0 of 5 done
A brand is used thousands of times: on every page, post, quote and sign. Getting it right once is cheaper than fixing it everywhere later.
What you should get at the end
- Logo files in every format (SVG, PNG, PDF) and every version
- Colour values for screen and print (HEX, RGB, CMYK)
- Fonts, with licences where they're needed
- Guidelines showing how to use it all
- Templates for the things you make most often
Before sign-off, check your brand colours are accessible with our free Brand colour check.
Do I own the logo?
You should. Make sure your agreement transfers full rights once the final invoice is paid.
Can I do it in stages?
Yes. Many clients start with Essentials and add the identity system as they grow. We design Essentials with that in mind.
What about trademarking?
We check for obvious conflicts, but registration is a legal step. Talk to a trademark attorney, or search IP Australia first.
