With the boom of type design education, graphic design studios and freelancers have never been better positioned to add custom type to their service offerings. But one thing they don’t teach you at design school is how to price a custom typeface.

I will share with you a customizable pricing template, some pointers on how I price a custom-type project, and some things to consider when preparing your proposal.

1. Understanding the project

• Clearly define what the client requires. Will it include multiple weights and styles? Is it intended for text or display sizes? What character-set will they need?
• Determine how the client intends to use the typeface (e.g., branding, web, print). This will impact the design, licensing terms, and fees.
• Manage expectations. Are they aware of the time it takes to develop a custom typeface, or will a customized version of an existing typeface be more achievable?
• Will the typeface be exclusive to the client, or will you retain the rights to license it to others after the exclusivity period has expired?

2. Break down the project into phases

• Initial research: Include time for discussions, revisions, research, and understanding their target audience.
• Ideation: How many hours are needed for design exploration and developing multiple sketches for possible directions?
• Prototyping: Estimate hours for digitizing and mock-ups of the typeface in use. Include time for discussions and revisions.
• Design & Manufacturing: Estimate hours for completing the chosen character-set, refining the design, writing opentype features, kerning, and manufacturing. You may need to outsource some of these tasks, so be mindful of those expenses.
• Testing & QA: Consider the time spent testing the typeface in different applications and environments.

3. Pricing models

• Fixed-price vs. Hourly rate: Discuss the pros and cons of fixed-price contracts versus hourly billing. Fixed pricing gives the client certainty, while hourly rates can cover scope creep.
• Value-based pricing: Consider pricing based on the value the typeface will provide to the client or how widely it will be seen or used.
• Licensing fees: If the typeface is non-exclusive, you can discuss licensing fees for future use or resale.

4. Setting milestones and payment terms

• Project milestones: Define key milestones (e.g., Ideation, Prototyping, Design, Manufacturing, Final delivery) and link them to payment installments.
• Payment terms: Clearly outline the payment schedule, including deposits, interim payments, and final payment upon delivery.

5. Legal considerations

• Contracts: Emphasize the importance of having a solid contract that covers scope, payment terms, intellectual property rights, and confidentiality.
• Intellectual property: Clarify ownership of the typeface and any associated IP rights. Will the client have full ownership, or will you retain some rights?
• Revisions & scope creep: Include clauses for handling scope creep and additional revisions not covered in the initial quote.

Pricing a custom font can be complex, my customizable pricing template will help you streamline your process and your next custom font proposal.

I would love to hear from you if you have some thoughts on how I can improve my pricing template. Email me!

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