Freelance agreement, brand identity

Freelance contract

A brand designer and a bakery owner agree five weeks of work in language they can both read. It covers everything a longer contract would, and it never once says party of the first part.

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Freelance agreement

Brand Identity for Sunday Grain

Between Odette Lang and Sunday Grain Bakery

Prepared by
Odette Lang, brand designer
Date
Project starting 5 October 2026
The short version
$6,800
Fee
5 Oct 2026
Starts
6 Nov 2026
Handover
Two rounds
Revisions

This agreement is between Odette Lang, ABN 71 388 512 664, of Northcote VIC 3070, a sole trader working as a brand designer, and Sunday Grain Bakery Pty Ltd, ABN 62 447 190 335, of 14 Beavers Road, Northcote VIC 3070. It is written in the first person because only two people are going to read it.

1. What I will make
A logo in three lockups
A primary horizontal mark, a stacked version for square spaces, and a single letter mark for the loaf sticker and the coffee cup.
A colour palette
Five colours with the values for print, screen and the bag film, tested against the brown kraft stock you already buy.
Two typefaces
One for headings and one for body text, with the licences bought in your name at your cost, not sublicensed through me.
Packaging artwork
Print ready artwork for the 500 gram and 1 kilogram loaf bags, set up to your printer specification with bleed and a die line.
A brand guide
About 14 pages as a PDF, covering the logo, spacing, colour, type and three worked examples, so a printer or a signwriter can use it without ringing me.
2. What I need from you
1
One person who decides
Rosa is the approver. Feedback from the wider team is welcome, but it comes to me as one set of comments from Rosa, not as five separate emails.
2
A morning in the shop
Two hours on a trading Saturday in week one, so I can watch how people actually pick up a loaf before I design the label they will read.
3
The printer specification
Bag dimensions, die line and ink limits from your bag supplier, in week two. Artwork built to a guess has to be rebuilt at your cost.
4
Decisions within two business days
At each approval point. Every day past that moves the handover date by the same amount, which I will confirm in writing rather than quietly absorb.
3. The fee and when it is paid
When
What it covers
Amount
On signing
Holding four weeks of my calendar
$2,720
At concept approval
Two directions presented, one chosen
$2,040
On handover
Final files and the brand guide
$2,040
Total
Excluding GST
$6,800
3.1
The first payment holds the time
Work starts when the first payment clears. It is not refundable once I have turned other work away for those weeks, which happens the day it lands.
3.2
Late payment
Invoices are due 7 days from issue. After 14 days I stop work and the dates move. I would rather ring you than invoke this, so ring me first if a payment is going to be late.
4. Revisions
4.1
What counts as a round
One consolidated set of comments from Rosa, returned within two business days of receiving the work. Two rounds are included, one after the concept is chosen and one on the final artwork.
4.2
Beyond the two rounds
Further changes are $95 an hour in half hour units, quoted before I start them. You will always see the estimate first and can say no.
4.3
Changing direction
Going back to the direction that was not chosen, after concept approval, is a new project rather than a revision. I will quote it, and it will be cheaper than the first one because the groundwork is done.
5. How the five weeks run
Week 1, from 5 October
Kickoff call, your notes read, and two hours in the shop on the Saturday photographing the bags, the shelf and the queue.
Week 2
Two directions presented live on a call, never by email. You choose on the call or within two business days.
Weeks 3 and 4
The chosen direction is built out: lockups, palette, type, packaging artwork, then the two revision rounds.
Week 5, by 6 November
Files handed over by download link with the brand guide, and the font licences issued in your name.
6. If the project stops
6.1
You stop it
Everything invoiced to that point stands, and 40 percent of the remaining fee is payable, because the weeks were held for you and cannot be resold at short notice. You keep nothing you have not paid for.
6.2
It pauses
A pause of more than three weeks means I take other work, and the project restarts on the next block of time I have free rather than where it left off.
7. Who owns the work
7.1
Rights transfer on the last payment
When the final invoice is paid, the logo, palette, artwork and guide are yours outright, worldwide and without a time limit. Until then they are mine and cannot be used publicly, printed or registered.
7.2
Fonts and stock
Typeface and stock image licences are bought in your name at your cost. I cannot pass mine on, and a licence in the wrong name is the most common reason a brand has to be redrawn two years later.
7.3
What I keep
Sketches, working files and the direction you did not choose stay with me, and I may reuse an unchosen direction elsewhere. You get flattened, print ready files plus the editable logo artwork.
7.4
Showing the work
I may put the finished project in my portfolio and on social media once the bags are on the shelf. If you would rather I did not, tell me before handover and I will not.
8. The small print
8.1
I am not an employee
I work for myself, set my own hours, use my own equipment and pay my own tax and superannuation. Nothing here creates employment or a partnership.
8.2
Changes to this agreement
Anything we change goes in writing, and an exchange of emails that we both confirm counts. The laws of Victoria apply.
What is not in this price
Printing and production
Bags, stickers, cups and signage are ordered and paid for by you. I will supply the artwork and check the proof once at no charge.
Photography
Product and shop photography is a separate job. I can recommend two people and the day rate is usually $1,200 to $1,800.
A website
Not included, and not something I do. The brand guide is written so a web designer can work from it without me.
Ongoing artwork
Seasonal labels, social posts and menu boards after handover are quoted separately, or at $95 an hour if you prefer.

If this all reads right, sign below and email a copy back. I will send the first invoice the same day and put the four weeks in the calendar. Questions before you sign are free and welcome.

Odette Lang
Name
:
Date
:
For Sunday Grain Bakery Pty Ltd
Name
:
Position
:
Date
:

Section by section

What each section is for, so you can keep the ones you need and drop the rest.

Cover
Project name, both parties and the start date, on a panel cover that suits a two person agreement rather than a corporate one.
The short version
Fee, start, handover and the revision count as four figures, so the person signing knows the shape before reading a clause.
The parties
A sole trader and a company with their ABNs, and an explicit note that the document is written in the first person on purpose.
What I will make
Five deliverables described in the detail a printer would need, from three logo lockups to a fourteen page brand guide.
What I need from you
One approver, a Saturday morning in the shop, the printer specification by week two, and decisions inside two business days.
The fee and when it is paid
Three payments tied to signing, concept approval and handover, with what each one buys stated beside it.
Revisions
What counts as a round, how many are included, the hourly rate beyond them, and why changing direction is a new project.
The five weeks
A timeline from the shop visit through the live presentation of two directions to the handover date.
If the project stops
The kill fee on cancellation and what a pause longer than three weeks does to the schedule.
Who owns the work
Rights on final payment, licences bought in the client's name, working files and unchosen directions retained, and portfolio rights.
What is not in this price
Printing, photography, a website and ongoing artwork, each with what it would cost instead of a bare exclusion.

Clauses in this document

What makes this document work

It is written in the first person

One designer and one owner, so every obligation is attached to a named human. A contract two people can actually read is a contract two people will actually follow.

The kill fee is priced and justified

Forty percent of the remaining fee if the client stops, with the reason on the page: the weeks were held and cannot be resold at short notice. The number is easier to accept when the logic is next to it.

It is precise about when the work changes hands

Rights pass on the final payment, not on delivery. Font and stock licences are bought in the client's name. The direction that was not chosen stays with the designer and can be used again.

Questions people ask

What should a freelance contract cover?

What is being made, what the client has to supply, the fee and when each part of it falls due, how many revisions are included, what happens if the project stops, and the moment the client owns the work.

How is the kill fee in this contract worked out?

Everything already invoiced stands, and 40 percent of the fee not yet invoiced is added on cancellation, because the weeks held for the project cannot be resold at short notice. The client keeps nothing they have not paid for. A percentage of the remaining fee, rather than a flat sum, keeps the charge proportionate to how early in the project the cancellation comes.

When does a client own the design?

Whenever the contract says, which here is on payment of the final invoice. Before that the client has no right to print, publish or register the work, which is what gives a freelancer leverage a chasing email does not.

How many revision rounds should be included?

Two is the common answer, but the count matters less than the definition. This contract defines a round as one consolidated set of comments from one named person, returned within two business days.

Why does the agreement list what the client has to provide?

Because a freelance project stalls on the client side far more often than the freelancer side. This agreement gives what I need from you its own section, naming logo files, copy and a single point of contact. When a five week schedule slips, that section is what shows why without anyone having to argue about it.

What is the "short version" at the top for?

It is the agreement in a paragraph, before the clauses. This document opens with it so a client who will not read eleven sections still knows the fee, the timeline and who owns the work. It is not a substitute for the terms below, and it removes the main reason contracts sit unsigned for a fortnight.

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Sources

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