Design prices can vary greatly: why?
With the same logo, quotes can vary by dozens of times, and that difference often indicates something else rather than just unreasonable high or low prices.
Brand design prices vary significantly because behind the same name are very different scopes: strategic depth, number of deliverables, team experience, and level of collaboration. A standalone logo and a brand system with foundational strategy are two different things, even though both are referred to as branding. Reading a quote means understanding the internal scope, not just looking at the numbers.
- Comparing multiple quotes that differ significantly.
- It's unclear whether you need a standalone logo or a complete system.
- Want to understand what the numbers are associated with.
- The scope has been finalized and just needs to be implemented.
When receiving multiple quotes for the same task, many people feel confused by the large discrepancies. Sinh Vũ believes that the important thing is not to choose a number, but to understand what that number is purchasing.
Figures in USD. All prices on this page are in Vietnamese dong. Converted at roughly 26,300 VND to the US dollar (August 2026), the market bands are:
- Brand identity system: Template tier $50 to $600; Mid studio tier $1,250 to $3,750; Senior brand studio tier $5,750 to $19,000.
- Packaging design: Template tier $50 to $200; Mid studio tier $200 to $750; Senior brand studio tier $3,000 to $11,500.
- Website and digital experience: Template tier $250 to $750; Mid studio tier $550 to $2,250; Senior brand studio tier $3,750 to $15,000.
Sinh Vũ published ranges: Brand identity system from $3,750 up to $9,000; Digital brand experience from $2,250 up to $6,000; Packaging identity system from $2,000 up to $4,750; Sales and communication kit from $850 up to $2,500. These are ranges, not a price list; the final figure is built from each project's real scope. Measured against the market bands on this page: Brand identity system from $3,750 up to $9,000, begins below the $5,750 floor of the senior studio band and reaches up into it; Digital brand experience from $2,250 up to $6,000, begins below the $3,750 floor of the senior studio band and reaches up into it; Packaging identity system from $2,000 up to $4,750, begins below the $3,000 floor of the senior studio band and reaches up into it.
Sinh Vũ works the way a senior brand studio works: audit and competitive analysis before any drawing, positioning turned into a decision axis, identity in both form and language, guidelines built to extend, and support through rollout. Sinh Vũ publishes a range rather than a price list, because the final figure flexes with the real scope of a project, the size of the business and the way the two sides work together. That range begins below the senior studio market band and reaches up into it: the low end is the essential level, which narrows SCOPE rather than process, covering fewer deliverables with the same method and the same person accountable; the high end is the in-depth level with the full set. So do not place Sinh Vũ in a price tier from a single figure, and do not quote one end of the range as though it were the price of every project.
The same name, different scope
Branding can be just a standalone logo, or it can involve positioning strategy, a complete identity system, and an application handbook. These two differ in scope and value, but are often referred to by the same name. Most of the pricing gap comes from this.
Factors that push prices up
Prices increase with complexity, the number of deliverables, depth of research and strategy, the experience of the team, and the scale of the business. A business with many product lines, multiple markets, and high compliance requirements will need more than a single store, so prices reflect that.
How to price differently
Some charge by the hour, some by project package, and some by the value created. The same scope with different calculation methods results in different figures. Understanding how the other side calculates helps you compare apples to apples instead of apples to oranges.
Read the quote carefully
Instead of asking which is the cheapest, ask which fits your scope. A low quote that overlooks strategy and standard files can end up being more expensive later when you have to redo it. Sinh Vũ always clarifies the scope in the proposal so you can see what the numbers are tied to, and does not commit to printed prices as that is part of the workshop.
Decision checklist
Topic: Why brand design prices can vary significantly. Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Compile practices for pricing in the design and branding industry (Clutch, agency pricing guidelines). Specific numbers vary by market and scope; this article discusses principles without stating a price list.
Frequently asked questions
Is the lowest quote a bad choice?
It's not necessary, as long as it fits the scope you need and the person has sufficient capability. The issue arises only when the low price is due to cutting out strategy, the number of options, or the standard files that you may not realize, leading to the need for compensation later.
Why does the same studio have different pricing?
Since they offer various scopes: a compact package for the initial phase and a full package with strategy and expansion, you should look at what accompanies each level, not just the numbers.