It depends heavily on scope — a logo refresh with a basic style guide is a much smaller engagement than a full identity system covering print, digital, signage, and social templates. What we always push back on is a client asking for "just a logo," because a logo with no supporting system tends to get applied inconsistently within six months and the brand ends up looking improvised. We would rather scope the smaller version of the complete system than the larger version of an incomplete one.
It depends heavily on scope — a logo refresh with a basic style guide is a much smaller engagement than a full identity system covering print, digital, signage, and social templates. What we always push back on is a client asking for “just a logo,” because a logo with no supporting system tends to get applied inconsistently within six months and the brand ends up looking improvised. We would rather scope the smaller version of the complete system than the larger version of an incomplete one.