Sec. 08 · Journal
The answers we give most often.
Working notes from the studio. Each one answers a question founders put to us before they commission anything: what it costs, what it covers, and what should be in the folder at the end.
Articles
- 17 August 2026 What a logo actually costs, and why Why the same deliverable ranges from $5 to $50,000, and what actually changes between them.
- 17 August 2026 Logo vs brand identity: where the line sits One is a single asset. The other is the system that tells you what to do with it.
- 17 August 2026 Which logo files you should receive SVG, EPS, PDF, PNG. Which ones you must own, and the red flags that mean you were handed the wrong thing.
What this journal is for
The journal is where the studio writes down the answers it gives most often: what a logo actually costs and why the range is so wide, where the line between a logo and a brand identity sits, and which files you should own once a project is finished. Each note is written to be useful whether or not you ever work with us.
These start as emails. Someone asks why one quote is forty dollars and another is four thousand for what looks like the same thing. Someone else asks whether the folder they were sent counts as delivery, or what a brand identity contains that a logo does not. The reply gets written once, properly, and then put here so the next person does not have to ask.
These are written by people who sell design, and you should read them with that in mind. Our interest and yours can pull in different directions: on scope, on how much a company actually needs at its stage. Where they do, we have tried to say so on the page instead of leaving it underneath the argument.
If you are starting from nothing, read them in the order above. The first explains why the market's price range is so wide and what genuinely changes across it. The second draws the line between a mark and the system around it, which is the decision most often made by accident. The third is a checklist for the end of a project. It lists the files you should have in hand before the final invoice is paid.
The one thing you will not find here is a price list. Scope determines cost, and scope comes out of the brief, so work is quoted per project once we have read what you are building. What each engagement covers is set out on the logo design and brand identity pages, and the work itself runs through four stages: brief, directions, refinement, delivery.
Shorter questions are answered in the FAQ: ownership, revisions, file formats, what happens if none of the directions land. If you want to know how the studio is set up and who you would actually be dealing with, that is on the studio page. Finished work lives at the portfolio (opens in a new tab).
New notes go up when a question has come up often enough to be worth writing down properly. There is no schedule, and there is no list to join.
Every brand here started as an email.
If a note here answered part of the question but not the part you needed, write. Tell us what you’re building. The name, the audience, the ambition. We read every brief ourselves and reply with how we’d approach it, what it costs, and when you’ll have it.
inquire@xstudioz.com