1. Design Pricing Grids
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What is this?
The goal of these pricing grids is to provide a range of budgets for freelance design
services.
These ranges are not meant to be taken as final budgets, but more as starting point to
help clients and designers get the discussion started.
Where do these numbers come from?
I’ve based these numbers off my own experience both as a freelancer and while
running Folyo.
My goal in sharing these pricing grids publicly is to get input from other designers and
hopefully make them a little less subjective.
How to read the grids
The three columns correspond to three experience levels: junior (1-2 years of
professional design experience), senior (2+ years), and expert (5+ years experience or
strong reputation in the industry).
The grids also accounts for options such as front-end coding and responsive design.
How to help
If you’d like to help, you could:
● Give your opinion on each budgets (too low? too high?).
● Share your own prices (“I charged $X for the last logo I designed“).
● Suggests new project categories.
● Suggest other budget options.
● Give general feedback.

2. A few more notes
● All budgets are meant for a typical U.S.-based startup or small business (so
not a 100,000 people multinational, or a local plumber in Kazakhstan).
● In all cases, consider the projects as work for hire, i.e. you’re selling all rights to
your work as part of the agreement.
● The budgets do not include copywriting, research, content strategy, and other
kind of preparatory work; it’s assumed that this has either already been taken
care of by the client (hah!), or is budgeted separately.
● Each budget category is accompanied by a sample project story to provide
more context.
● Each category also includes a sample real-world example (which is not related
to the sample project story).

3. Project Categories
Logo Design
Full Identity Design
Illustration
Icon Design
UX Consulting
Landing Page Design
Website Design
Web App Design
Mobile App Design
Logo Design
Design a logo.
Small company WidgetCo hires Alice to come up with a logo. Alice first sketches 8
different concepts, then provides 4 high-fidelity variants based on the company's
favorite concept. She then does 3 rounds of revisions on the chosen variation, before
delivering the final result as an Illustrator source file.
● 8 concept sketches.
● 4 variants
● Final logo: 3 revisions.
● Deliverables: vector source files (EPS/AI/PDF/etc.).
● 15-20 hours of work
Real-world example:
https://www.behance.net/gallery/17202925/CoreFx-Logo-Design-Process-
Junior Senior Expert
$400-800 $1200-2000 $2500-3500

4. Full Identity Design
Design a full identity, including a logo and supporting materials.
WidgetCo needs a full identity. After coming up with 16 sketched concepts, Bob
provides 8 variants and polishes the best one through 5 rounds of revisions. He then
adapts the brand to business cards, stationery, truck livery, and a simple web style
guide. He delivers all materials as Illustrator source files.
● 16 concept sketches.
● 8 variants
● Final logo: 5 revisions.
● Supporting materials (business cards, stickers, t-shirts, etc.).
● Style guide.
● Deliverables: vector source files (EPS/AI/PDF/etc.).
● 30-40 hours of work
Real-world example: https://www.behance.net/gallery/2317342/ORIGAMI
Junior Senior Expert
$800-1500 $2000-3000 $5000-8000
Illustration
Create an illustration.
WidgetCo hires Clara to illustrate a cartoon character for their homepage. After coming
up with 3 different concepts, Clara then polishes the best one through 3 rounds of
revisions before delivering a Photoshop source file.
● 3 concept sketches
● Final version: 3 revisions
● Deliverables: static source files (PSD/Illustrator/Sketch/etc.)
● 10-15 hours of work
Real-world example: https://www.behance.net/gallery/17600395/Ola

5. Junior Senior Expert
$400-700 $1000-1500 $2500-4000
Icon Design
Design an app icon.
WidgetCo turns to Dennis for their new iPhone app’s icon. Dennis provides 3 sketches,
then improves the best one though 3 rounds of revisions before delivering the result
as a Photoshop source file.
● 3 concept sketches
● Final version: 3 revisions
● Deliverables: static source files (PSD/Illustrator/Sketch/etc.)
● 10-15 hours of work
Real-world example:
https://www.behance.net/gallery/17551223/Osmo-App-Icon-Design
Junior Senior Expert
$400-700 $1000-1500 $2500-4000
UX Consulting
Improve an app’s usability, onboarding, architecture, etc.
WidgetCo’s customers have trouble signing up. They hire Emily to go through the
onboarding process and write up some recommendations, which she delivers as a PDF
document and through a 1-hour Skype session.
● 10-15 hours of consulting
● Deliverables: text documents, remote & in-person consulting.
Junior Senior Expert

6. $300-600 $800-1500 $2000-3500
Landing Page Design
Design a single landing page (sales page, coming soon page, etc.).
WidgetCo are working on a new Widget. They hire Francis to design a responsive
coming soon page. After agreeing on a preliminary wireframe, Francis designs a
high-fidelity mockup in Photoshop. He then goes through 3 round of revisions
before coding the design and delivering it as a set of HTML & CSS files.
● Preliminary wireframe.
● Landing page mockup: 3 revisions.
● Deliverables: static source files (PSD/Illustrator/Sketch/etc.).
● 10-15 hours of work
Real-world example:
https://www.behance.net/gallery/16008455/Lobster-Burger-web-site
Junior Senior Expert
$400-600 $1000-2000 $2000-3500
+ $300 + $500 + $700 + coding
+ $200 + $500 + $700 + responsive
Website Design
Design a complete website (homepage, content pages, etc.).
WidgetCo want to update their web presence. They hire Gertrude, and she creates 3
wireframes for the homepage, features page, and blog. She then designs a
high-fidelity mockup of the homepage wireframe straight in the browser, which goes
through three rounds of revisions. Once the homepage is done, she then finishes
mocking up the two other templates, before delivering the result as a set of HTML
& CSS files.
● 3 wireframes.

7. ● Main template mockup: 3 revisions.
● 1 content template (blog, FAQ, etc.).
● 1 extra template (features, services, etc.).
● Deliverables: a set of HTML & CSS files.
● 30-50 hours of work
Real-world example: https://www.behance.net/gallery/17509121/-Knives-Tools
Junior Senior Expert
$1000-1500 $2500-4000 $8000-12000
+ $1000 + $2000 + $4000 + coding
+ $500 + $1000 + $2000 + responsive
Web App Design
Design a web app’s user interface.
WidgetCo are redesigning their web app. They call on Hector to take a look at the
current app, then provide 4 wireframes for the app’s main screens. Hector then
mocks up a high-fidelity version of the main dashboard which goes through 3 rounds
of revisions, before adapting the design to 3 more templates. He delivers the
Photoshop source file, as well as a set of exported PNG images.
● 4 wireframes
● 1 main screen: 3 revisions
● 3 extra screens
● Deliverables: static source files (PSD/Illustrator/Sketch/etc.)
● 30-50 hours of work
Real-world example: https://www.behance.net/gallery/14840237/Medoo
Junior Senior Expert
$1000-1500 $2500-4000 $8000-12000
+ $1500 + $3500 + $6000 + coding
+ $500 + $1200 + $2500 + responsive

8. Mobile App Design
Design a mobile app’s user interface.
WidgetCo hires Irene to design their upcoming iPhone app. Irene first submits 4
wireframes, then polishes the main screen through 3 revisions and produces a
high-fidelity mockup. Once done, she then adapts the design to 3 more screens
before providing the result as a Sketch source file.
● 4 wireframes
● 1 main screen: 3 revisions
● 3 extra screens
● Deliverables: static source files (PSD/Illustrator/Sketch/etc.)
● 30-50 hours of work
Junior Senior Expert
$1000-1500 $2500-4000 $8000-12000