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Branding proposals are tricky to scope because the work spans strategy (abstract, hard to define) and execution (concrete, easy to define). Get the scope balance right and the project runs cleanly. Get it wrong and you’re back in discovery for weeks while your timeline slips.
Here’s a complete proposal template for branding projects, with guidance on how to scope each phase and price it fairly.
Branding Project Proposal Template
(Replace all bracketed text with your actual project details)
Executive Summary
[CLIENT COMPANY] is at a point where the brand needs to [catch up to your growth / clearly differentiate from competitors / signal a market repositioning / establish trust with a new audience — choose what applies]. The current [logo / visual identity / brand presence] doesn’t reflect [the quality of your work / your target market / where you’re headed as a business].
This proposal covers a [X-week] brand identity project that will give [CLIENT COMPANY] a visual identity and brand system it can use confidently across [website, marketing materials, social media, sales collateral — list what applies].
The deliverables are designed to be immediately usable — you’ll receive production-ready files in all formats, plus guidelines that make it easy for anyone on your team to apply the brand consistently.
Project Scope
Phase 1: Brand Discovery & Strategy (include if doing strategy — remove if client has existing strategy)
Duration: [1-2 weeks]
- Brand discovery workshop or structured questionnaire (60-90 minutes)
- Competitive landscape visual audit ([X] competitors analyzed)
- Brand positioning statement and value proposition refinement
- Brand personality framework (3-5 attributes with definitions)
- Target audience profiles (1-3 distinct personas)
- Mood board presentation ([X] directions)
- Discovery summary document
This phase produces the strategic foundation that informs all design decisions. The design phase does not begin until the brand direction is aligned.
Phase 2: Visual Identity Design
Duration: [2-4 weeks]
Logo Design
- initial logo concept directions
- Each direction includes primary logo, secondary variant, and icon/mark
- Presented with rationale and application examples
- rounds of revisions on selected direction
- Final logo refinement
Visual System
- Color palette ([X-X] core colors with [X-X] supporting colors)
- Supplied with HEX, RGB, and CMYK values
- Typography system
- Primary typeface (with licensing guidance)
- Secondary typeface (optional)
- Usage hierarchy (heading, body, caption specifications)
- [Supporting visual elements: patterns, textures, iconography system — include if in scope]
Phase 3: Brand Guidelines Document
Duration: [1 week]
- Brand guidelines PDF ([X-XX pages])
- Brand story and positioning summary
- Logo usage rules (correct/incorrect usage examples)
- Color specifications and usage guidelines
- Typography specifications and hierarchy
- Imagery style guidance
- Application examples (business card, letterhead, social profile)
Deliverables
At project completion, you will receive:
Logo Files
- Primary logo (horizontal)
- Secondary logo (stacked/alternate)
- Icon/mark only
- All versions in: SVG, PDF, PNG (transparent background), JPEG
- Color variants: full color, white, black, grayscale
Brand System Files
- Color palette swatches (Adobe Swatch Exchange or HEX codes document)
- Typography specification sheet
- [Pattern/texture files if applicable]
- [Icon set if applicable]
Brand Guidelines
- [X-XX page] PDF brand guide
All files are delivered via [Dropbox / Google Drive / WeTransfer] in an organized folder structure.
Revision Policy
- Phase 1 (Strategy): [X] round of feedback on discovery document and mood board
- Phase 2 (Logo): [X] rounds of revisions on the chosen direction
- A revision round is one consolidated set of feedback, not multiple back-and-forth exchanges
- Structural changes (new direction, different concept entirely) are treated as a new concept and may require a revised proposal
- Phase 3 (Guidelines): [X] round of feedback
Additional revision rounds beyond those included: $[X]/round
What’s Not Included
- Copywriting or brand voice development (unless specifically listed in Phase 1 scope)
- Business card, letterhead, or collateral design (available as add-ons — see below)
- Website design or development
- Social media template design
- Photography or illustration
- Print production management
- Trademark search or legal counsel
- Logo animation
Optional Add-Ons (price separately)
| Add-On | Investment |
|---|---|
| Business card design | $[X] |
| Letterhead + email signature | $[X] |
| Social media profile templates (3 formats) | $[X] |
| Brand presentation template (5 slides) | $[X] |
| Logo animation (GIF / web) | $[X] |
Timeline
| Phase | Duration | Completion Date |
|---|---|---|
| Phase 1: Brand Discovery | [X] weeks | [Date] |
| Phase 2: Visual Identity | [X] weeks | [Date] |
| Revision Round 1 | [X] days client review | [Date] |
| Revision Round 2 | [X] days | [Date] |
| Phase 3: Brand Guidelines | [X] week | [Date] |
| Final Delivery | — | [Date] |
Timeline assumes client feedback within [5] business days at each review stage.
Investment
Project Fee
| Phase | Investment |
|---|---|
| Phase 1: Brand Strategy & Discovery | $[X] |
| Phase 2: Visual Identity Design | $[X] |
| Phase 3: Brand Guidelines | $[X] |
| Total Project Investment | $[X] |
Payment Schedule
- 50% project deposit to begin: $[X]
- 25% at Phase 2 concept presentation: $[X]
- 25% at final delivery: $[X]
All files are released to client upon receipt of final payment. Work in progress files are not released until the project is paid in full.
Usage Rights
Upon final payment, client receives full ownership rights to all final deliverables. Working files (source files) are included upon request at $[X] additional fee.
Assumptions
- Client provides all reference materials (existing logo files, competitor examples, inspiration references) within [3] business days of signing
- One primary decision-maker will consolidate all internal feedback before each review — feedback from multiple stakeholders separately can extend timelines
- Scope is based on [X] logo concepts and [X] revision rounds as specified above
- Color selections are for digital use by default; print color matching (Pantone) is available as an add-on
Next Steps
To proceed:
- Review this proposal and confirm any questions
- Sign the project agreement
- Submit the 50% project deposit
I’ll send you the brand questionnaire/discovery materials within 24 hours of receipt.
Pricing guidance for branding projects
Small business brand identity (logo + basic system, no strategy):
- Logo only: $1,500–$3,500
- Logo + color + typography: $2,500–$6,000
- Full brand identity (logo + system + guidelines): $4,000–$10,000
Brand identity with strategy:
- Add $1,500–$5,000 for a proper discovery and strategy phase
- Clients who skip strategy often request major revisions — include it or make them feel the cost of skipping it
Positioning your price: Lead with the value, not the deliverables. A brand that clearly differentiates a company from its competitors and builds trust with its target audience is worth far more than “a logo and some colors.” Frame your proposal accordingly.
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