What the price is made of
A brand book isn't a file with a logo in three colors — it's a document that defines the rules for using the whole visual system. The price grows from three things: how many touchpoints need to be covered, whether a logo already exists or needs to be designed too, and how deep the system itself needs to go — from a simple guideline to a full identity with patterns, illustration style and template layouts.
Three levels of a brand book
Basic guideline — logo, colors, typography, minimum clear space and common misuse examples. Usually 10–20 pages. Fits if you already have a logo and just need to lock down the rules for contractors.
Extended brand book — the same, plus patterns, iconography, social media and presentation templates, examples on real touchpoints (business cards, signage, packaging). This runs 40–80 pages with a lot more layout work.
Full brand system — everything above plus brand architecture (if there are several products or directions), tone of voice, photography and illustration style, a separate digital brand book from the print one. At this point it's not a document anymore, it's a tool for a large team or agency.
Price benchmark
My brand book projects start from $1,500 — that covers a basic-to-extended guideline with an existing logo. If the logo and identity need to be designed from scratch, that's quoted separately. A full brand system is quoted individually after a briefing, since the scope varies a lot depending on the number of touchpoints.
How not to overpay
The most common mistake is ordering a full brand system when a 15-page basic guideline would actually cover it. If you don't have your own design team and just want the brand to look consistent, a basic level is usually enough — you can expand it later once specific touchpoints show up that the rules don't cover yet.