# How Much Does a Visual Identity Cost in Romania (and What You Get at Each Price) > Published 2026-07-17 ยท Canonical: https://goodglyph.com/en/blog/cat-costa-o-identitate-vizuala The same word, logo, covers prices from 50 lei to 50,000. Here are the market's real price bands, what you actually get at each level, the hidden costs of the cheap option, and the questions to ask before paying anyone. If you've ever asked for logo quotes, you've already seen the problem: someone asks for 200 lei, someone else for 2,000 euros, and both use the same word for what they're selling. Branding prices look random because the label is the same but the product isn't. We wrote this guide so you can see the market's real price bands, what you actually get at each level, and where it makes sense to sit with your budget. Like with [website pricing](https://goodglyph.com/en/blog/how-much-a-presentation-website-costs), we promise one thing: by the end you'll know how to read a quote and understand what you're paying for. ## What you're actually buying: a mark or a system The difference that explains almost all the price variation: a logo is a mark; a visual identity is a system. The mark is an image that represents you. The system is everything that makes your brand look coherent wherever it shows up: the logo with its variants, the color palette, the fonts, the image style, the usage rules, the applications on your real materials. We unpacked [the difference between branding and "just a logo"](https://goodglyph.com/en/blog/branding-or-just-a-logo) in a separate article; the short version is that a mark without a system underperforms nine times out of ten, because every new material gets improvised from scratch. When you compare prices, the first question isn't "how much?", it's "what am I getting: the mark or the system?". Only then do the numbers become comparable. ## The price bands, for orientation The numbers below are reference points for the Romanian and regional market, not a quote. Each band exists for a reason and serves someone else: - **A logo from platforms and generators: from a few dozen lei.** A generic mark, often started from a reused template, no system, no strategy, unclear licenses on fonts and graphics. For a weekend project it can be enough; for a business that wants to inspire trust, rarely. - **A freelancer starting out: roughly 100 to 500 euros.** You can get lucky and find real talent at a small price, but you usually get the logo and little else: no research, no usage rules, no applications. - **An experienced designer or small studio: roughly 1,000 to 5,000 euros.** This is where the system starts: a process with discovery and directions, logo with variants, palette, typography, usage rules, applications on your materials. The band where we work on custom projects too. - **A complete rebrand or a large agency: from 10,000 euros up.** Extended brand strategy, market research, brand architecture, implementation across dozens of materials. Makes sense for companies with many touchpoints, rarely for a business starting out. Two scenarios, to see the bands in action. A coffee shop starting out, with a single location: it needs a core system done correctly, mark, palette, typography, a menu, and a few social media templates, meaning the lower end of the studio band or, once it launches, a productized option. A medical clinic with three locations and ten employees: there, inconsistency already costs real money, on signage, uniforms, documents, and the website, so the conversation naturally starts in the custom band, strategy included. The same question, "how much?", two different answers, because the needs are different. The obvious gap in the list: between the cheap logo without a system and the full custom studio project there's a wide distance, and that's exactly where most small businesses fall. We come back to it below. ## The factors that move the price Why the same "logo" costs 10 times more at a studio than at a beginner freelancer: - **Strategy and research.** A serious process starts with questions about your market, competition, and positioning, not with sketches. That thinking is paid for, and it shows in the result. - **How big the system is.** Just a logo, or logo plus palette, typography, social media templates, business cards, signage? Every application adds work. - **Revision rounds.** How many iterations are included and what happens when you want one more. - **Rights and files.** Copyright assignment and editable source files make the difference between a logo you own and one you merely use. - **Experience.** A designer who has built identities in your field works faster and makes fewer mistakes. With [dental clinics](https://goodglyph.com/en/blog/how-to-choose-a-visual-identity-for-a-dental-clinic), for example, experience includes the medical advertising rules, which a generalist doesn't know. ## The hidden costs of the cheap option The 200-lei logo rarely costs 200 lei. What gets added along the way: - **The redo.** The most common scenario: the business grows in its first year, the generic mark stops holding up, and you pay again, this time for the serious version. You've paid twice. - **The inconsistency.** Without rules and correct files, every new material comes out different: approximated colors, substituted fonts, stretched logos. The public sees a careless business, even when the service is good. - **The missing files.** You get a JPG and that's it. At the first print job you find out you have no vector file, at the first website that you have no dark-background variants. - **The unclear rights.** If the designer never assigned you the rights in writing, or used graphics with a dubious license, "your" logo can become a legal problem exactly when the business starts to matter. The practical rule: if the quote never mentions source files, rights, and usage rules, you're not comparing a lower price, you're comparing a different product. ## Identity on its own or bundled with the website A question we get often: do I do the identity first and the website after, or both at once? Our answer, from projects where we've done it both ways: identity before the website, or together with it, almost never after. The website is your identity's biggest application: the palette, the typography, and the tone show on every page. When the system exists first, the site design starts with the hard decisions already made, and the result is coherent from the first version. That's why we offer visual identity in two forms: as a [standalone service](https://goodglyph.com/en/services/branding), when you already have a site or someone else is building it, and as the first stage of web design projects, where the identity system is built directly into the site, with no translation between two teams. Bundled, the discovery work is done once for both, which shows in the price and in the coherence. ## The questions to ask before paying (anyone, including us) Seven questions that separate serious offers from the rest, in any band: - What exactly do I get at the end? (a list of deliverables, not "a logo") - Is there a process? (discovery, directions, iterations, or "I'll make you 3 proposals") - How many revision rounds are included, and what does an extra one cost? - Do I get the editable source files and all export formats? - Do you assign me the copyright in writing? - What happens with licensed fonts and graphics? - Can I see similar projects, in my field or close to it? Whoever answers all seven clearly deserves to be taken seriously, at any price. Whoever dodges the files and rights questions doesn't, at any price. ## What we're preparing: the option between the bands We promised to come back to the market gap: the small business that has outgrown the platform logo, but for which a full custom project is, for now, too much. For that band we're working on something new: a productized brand kit, pre-designed per niche and customized for your business, at a fixed price, with fast delivery. It's not a custom identity from scratch and it's not trying to be; it's the core system, correctly built, with the files and rules in place, for the start of the road. The kit is still in the works, so we're not selling it here. If you want to know when it launches, [write to us](https://goodglyph.com/en/services/branding) and we'll let you know. Until then, custom remains the complete path: a system built on your strategy, not on a niche template. ## The GoodGlyph take Don't start from "how much does a logo cost", start from "what system do I need right now". A business at the beginning needs a core system done correctly: mark, palette, typography, rules, files you own. A growing one needs the strategy behind them. The budget settles itself after that answer, and the questions in this guide protect you from offers that sell marks at system prices. If you want to see where you fit, [let's talk](https://goodglyph.com/en/services/branding): we look at what you have, tell you honestly what's missing, and whether it's time for a project now or later. ## Closing The price of a visual identity isn't random; it mirrors what you get: mark or system, with or without strategy, with or without rights and files. Once you understand the difference, you stop comparing numbers and start comparing products. And from there, the decision becomes simple. ## FAQ ### How much does a simple logo cost? A generic mark from platforms starts at a few dozen lei, and with freelancers from roughly 100 euros. The small price reflects the product: no research, no system, often no source files or assigned rights. ### Why do prices differ so much between designers? Because the products differ: a quickly drawn mark and a system with strategy, applications, rules, and assigned rights both carry the name logo. Compare the deliverables, not the label. ### What exactly do I receive at the end of an identity project? In a serious project: a logo with variants and export formats, a color palette, fonts and usage rules, applications on your materials, the editable source files, and the copyright assigned in writing. ### Should I do the identity together with the website or separately? Ideally before the website or together with it: the site is the identity's biggest application, and bundled, the discovery work is done once. Separately makes sense when the site already exists or is with another team. ### How long does a visual identity project take? Roughly two to six weeks for a complete studio identity, depending on the process, the number of applications, and how fast the decisions come from you. ### Can I start small and expand later? Yes, if the start is done correctly: a core system with clean files and rules extends easily. An improvised mark doesn't extend, it gets replaced. We're also preparing a productized option for exactly this scenario. ## Related - Related service: [See what a full kit for a dental clinic looks like](https://goodglyph.com/en/services/branding) - [Branding or just a logo?](https://goodglyph.com/en/blog/branding-or-just-a-logo) - [CMDR Advertising Rules for Dental Clinics: What You Can and Can't Say](https://goodglyph.com/en/blog/cmdr-advertising-rules-dental-clinics) - [How to choose a visual identity for a dental clinic](https://goodglyph.com/en/blog/how-to-choose-a-visual-identity-for-a-dental-clinic)