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Logo Design Love: A Guide to Creating Iconic Brand Identities by David Airey

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Chapter Six: Pricing design

The age-old question of, “How much should I charge my clients for identity design?” is one that every designer struggles with at some point. So if you don’t know what your skills are worth, rest assured you’re not alone. I still wonder whether I’m doing myself justice with the rates I’ve set, and I’ve been in charge of my business for what seems like a very long time.

You cannot accurately price a design project without first understanding the needs of your client. Designers who advertise a list of predetermined prices for x amount of concepts with x rounds of revisions are attempting to commoditize a profession that by definition cannot be commoditized.

Every client is different, so every design project will be, ...

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