Break pricing into three phases, tied to the three stages of development below, with payment due at the start of each phase or at specified milestones. Estimate the application of the new mark and logotype to all vehicles separately from development and launch, since each application may require separate production, different vendors, and other variable elements.
Specify the number of revisions included in the proposal so the design team stays within budget. Revisit the budget and obtain written approval for any adjustments if the client exceeds the allotted scope at any point in the process. Many firms require 10 to 30 percent payment in advance as protection against cancellation mid-development. For larger identity programs, consider a kill fee structure that compensates the agency for work completed if the project is discontinued.
A useful reference for pricing guidelines is the Second Wind Production Pricing Survey.
The Development Process: Three Phases
Phase One: Background and Situation Analysis
Research
Before any creative work begins, establish a clear picture of where the client sits and what the new identity needs to accomplish.
- Company position in the marketplace and industry
- Competitive analysis
- Customer and audience research
- Products and services that will fall under the identity's umbrella
Determine where the mark will need to be applied:
- Stationery and business documents
- Packaging
- Signage
- Vehicle fleet
- Website and digital platforms
- Social media profiles
- Mobile applications
Assess the existing identity:
- Does the current mark need to be updated, or should it be completely replaced?
- What brand value or equity does the current mark carry?
- Should the present name be retained?
- Does the new identity need to align with a new or revised brand positioning?
Objectives and Scope
- Client objectives: what do they want and need to achieve?
- Customer perspective: what should customers think and feel when they encounter the new identity?
- Brand growth and expansion considerations
Recommendations and Strategy
Synthesize the research into a clear strategic direction before any mark development begins. Present this to the client for alignment before moving to Phase Two.
Phase Two: Mark and Name Development
Name Development
Conduct creative concepting and brainstorming for the name. This stage should involve designated company personnel for feedback, discussion, and input. Employee involvement at the development stage promotes buy-in and support at launch.
Name Availability
Conduct a trademark search to verify name availability before investing further in development.
Mark Design
Develop a minimum of three fully realized marks, each with typographic treatment of the name. Color recommendations are made and approved at this stage. As with name development, involve employees early in the review process.
Client Review and Approval
Present marks to the client with strategic rationale for each direction. Document approvals in writing.
Trademark Registration
Initiate trademark registration of the approved mark and name.
Phase Three: Launch Strategy and Execution
Internal Launch
Before the identity goes public, the organization needs to be ready to use it correctly and consistently.
- Develop a Corporate and Graphic Standards Guide covering use of the new identity across all applications. Publish it as a digital-first document, hosted where employees and authorized vendors can access it easily. Supplement with print editions where needed.
- Create training materials including presentation decks and short-form video for key employee groups.
- Brief key managers on the new identity and its proper application.
- Roll out to all employees with training sessions prior to public launch.
External Launch
- Notify key customers of the identity change in advance of the public launch.
- Prepare and distribute press materials, including a press release and digital press kit.
- Make press materials available online for media access.
- Contact key trade publication editors to request feature coverage of the identity launch.
- Develop a social media monitoring plan to track commentary and sentiment around the launch. Prepare response guidelines for both positive engagement and critical feedback.
- Execute the public launch across relevant channels: advertising, direct mail, digital, outdoor, and social media.
