Six months after paying for a logo, a lot of businesses discover the same three problems.

The printer asks for a vector file and nobody has one. The new signboard vendor picks a slightly different red. The intern making Instagram posts uses whatever font was already on the laptop.

None of those are logo problems. They are brand-system problems, and they happen because what was bought was a picture rather than a set of decisions.

Here is what a real branding package contains, so you can tell which one you are being quoted.

Why the quotes vary so wildly

You will see ₹3,000 and you will see ₹3,00,000. Both are for “a logo”. The difference is what comes with it.

₹3,000 – ₹10,000 buys a logo, usually from a marketplace, often adapted from a template. You get a PNG and possibly a JPG. No source file, no system, no rules.

₹10,000 – ₹50,000 buys a considered identity: original marks, a defined palette, chosen typefaces, source files, and stationery. This is where most Indian SMBs should be, and where our own branding work sits.

₹50,000+ buys strategy before design — positioning, naming, competitor and audience research, and a guideline document long enough that a future agency can work from it without calling you.

The bracket that causes trouble is the first, because the cost of the missing pieces shows up later, at a worse moment, usually with a print deadline attached.

The eight things a package should include

1. The logo, in every form you will need

Not one file. A working logo is a small family:

Primary — the full lockup, for when you have room.
Secondary or stacked — for square and vertical spaces.
Icon or monogram — for the app icon, the favicon, the Instagram profile, the WhatsApp display picture.
Monochrome — solid black and solid white, for single-colour printing, embroidery and engraving.

If you only receive the primary, you will improvise the rest, and improvisation is how a brand starts to look like several brands.

2. Vector source files

This is the single most important line, and the one most often missing.

You need .AI or .EPS and .SVG. Vectors are mathematical, so they scale from a business card to a hoarding with no loss. PNG and JPG are pixels — enlarge them and they blur.

The day you need a flex banner for a stall, the vendor will ask for vector. If you do not have it, you are back to the designer, and if the designer has moved on you are starting again.

Ask before you pay: do I receive editable vector source files, and do I own them? Get the answer in writing.

3. Colours, specified four ways

“Our brand colour is orange” is not a specification. A palette should give you:

HEX for web
RGB for screens
CMYK for print
Pantone where colour accuracy across suppliers matters

CMYK matters more than people expect. A colour that glows on a screen can print muddy, and finding that out from a delivered batch of 5,000 boxes is expensive.

4. Typography, with the licence sorted

Which typeface for headings, which for body, at what weights. And critically: is it licensed for commercial use?

Fonts are software with a licence. A designer using a font they downloaded from a free-fonts site can leave you exposed. Google Fonts avoids the problem entirely and is what we default to unless there is a reason not to.

5. Stationery

Business card, letterhead, envelope, ID card, invoice template, email signature. Print-ready, correct bleed and margins, in formats a local press can actually use.

6. Digital starter assets

Profile images sized per platform, cover artwork, and a presentation template. Small things, but they are the ones you need in the first week and the ones most often forgotten.

7. The brand guide

A document that says how the identity is used: clear space around the logo, minimum sizes, what not to do, the palette, the type scale, and correct and incorrect examples.

This is what lets you hand the brand to a new designer, a printer or an intern without the result drifting. Without it, every future vendor makes their own decisions and the brand slowly becomes a suggestion.

8. Rounds of revision, stated as a number

“Unlimited revisions” is a red flag, not a benefit. It means neither side has agreed what done looks like, and projects with no end tend not to have one.

A healthy structure is three distinct directions, then a defined number of refinement rounds on the one you pick.

Five questions worth asking

Do I get editable vector source files, and do I own them outright?
Are the fonts licensed for commercial use?
Is a written brand guide included, or is it extra?
How many concepts, and how many revision rounds?
Has this been checked at small sizes and in one colour? A mark that only works at 400px is a mark that fails as a favicon and on an embroidered shirt.

What we do differently, and why it matters here

Most branding is designed on a screen and approved on a screen. It then has to survive being printed, embroidered, mounted on a wall, and shown behind a presenter on video.

Because BPS Network sits inside a working production studio, an identity here gets checked against the places it will actually live: on camera under studio lighting, in a 3D render, on an outdoor flex, and as a 32-pixel favicon. Marks that look confident on a monitor and fall apart at those sizes get caught before delivery rather than after.

Timeline and cost

A full identity engagement typically runs 7 to 15 working days from brief to final delivery. Ours are quoted between ₹5,000 and ₹50,000 depending on scope — how many applications, whether stationery and digital assets are included, and how far the guide goes.

Terms are 50% advance, 50% on completion, as with everything else we do.

If you already have a logo

You may not need a rebrand. Most businesses need the missing pieces: vectors recovered or redrawn, a palette specified properly, type decided, and a guide written so the next five years stop drifting.

That is usually a smaller job than starting again, and it is worth asking about before anyone sells you a full identity you do not need.

What is actually inside a branding package — and what to check before you pay