The price gap is scope
VI is priced by scope, not by the number of pages. A logo alone versus logo plus typography, colour, supporting graphics and lock-up rules, then business cards, storefront, packaging and materials — the workload differs greatly. Quotes that look several times apart often differ only in the list: some deliver a few files, others a full manual plus construction drawings.
Split the deliverable into three layers
We suggest three layers: core identity (logo, type, colour, supporting graphics, lock-up rules); basic applications (cards, badges, bags, storefront, common materials); implementation support (construction drawings, samples, acceptance, store rectification). How many layers you actually need sets the budget scale. Core identity only looks good but cannot run in stores.
Ask three things about a quote
Ask: how many proposals and revisions are included and how extra rounds are billed; which file formats are delivered, whether source files are included and who owns copyright; and whether implementation guidance, construction briefing and acceptance are included. Without these, extra charges and blame follow. Also confirm the schedule: a cheap quote with a long timeline has a real cost.
Where cheap cuts corners
Cheap usually cuts scope: basic files only, no store implementation, or template edits. It looks like saving money, but stores rework repeatedly and total cost rises. Do not filter by lowest price; compare who understands implementation on the same list. With a limited budget, narrow the scope and do one layer thoroughly rather than a bit of every layer.
