The widest price range in this market sits here, because branding describes two very different purchases. Most disappointment with branding spend comes from buying the first and expecting the second.
A logo is not a brand
A logo is one asset. It is cheap, it is fast, and on its own it will not make a business look established. It is a mark, not a system.
A brand system is a logo plus typography, colour, layout rules, photography direction, tone of voice, and the documentation that lets other people apply all of it without you in the room. That last part is what makes a business look consistent across a shopfront, an Instagram grid and an invoice.
What moves the price
Depth of strategy before design. Research, positioning and naming are separate pieces of work with their own cost. A designer who starts sketching on day one is skipping them, which is faster and sometimes fine.
How many applications you need. Signage, packaging, uniforms, vehicle livery, social templates, presentation decks. Each one is design work. The identity is the cheap part; applying it is where the hours go.
Bilingual identity. An Arabic wordmark is not a font swap, it is drawn. Arabic letterforms connect and change shape by position, so a Latin mark cannot simply be transliterated. If you operate in Bahrain or Saudi Arabia and your identity only works in English, it is half an identity.
Rollout support. Handing over files is not the same as helping you apply them. Decide which you are buying.
How to tell what you are being sold
Ask for the deliverables list before you compare prices. If it has fewer than five items, you are buying a logo. That may be exactly what you need, and there is nothing wrong with it, but it should be priced as a logo and not as an identity.
The second question worth asking: what happens when we need something new in six months. If the answer depends on the agency being available, you have bought assets rather than a system.
Common questions
What is the difference between a logo and a brand system? A logo is one mark. A system is the mark plus the rules and assets that let anyone apply it consistently without you.
Do you design Arabic wordmarks? Yes, drawn rather than font-substituted. Arabic script connects, so a proper bilingual identity requires the Arabic mark to be designed, not converted.
Why is the price range so wide? Because the word covers everything from a single mark to a full system with a dozen applications. Compare deliverables lists, not headline numbers.