Dakar branding studio: a specialized market in 2026
Branding (brand identity creation: name, logo, graphic charter, brand book, tone of voice) is a specialized trade distinct from classic ad agency. Best studios charge 8-45 million FCFA for a complete branding project.
Senegal branding market: ~3-5 billion FCFA / year. Players: 8-15 specialized studios in Dakar, plus a few senior freelancers.
Brand Studio Dakar, founded in 2020, contacted me in April 2024. 14 projects/year. Fourteen months later: 60 projects (38 new brand creations + 22 rebrandings), 380 M FCFA revenue. Here is the mechanism.
H2: Portfolio and method
Portfolio site oriented on pieces (vs event photos). Each project presents: final logo, applications (business card, letterhead, signage), complete brand book, color variations, typography palette, 30-60 sec motion graphics video presenting the brand.
4-phase method.
- Discovery (2-4 weeks). Director interviews, market study, competitive analysis.
- Strategy (2-3 weeks). Positioning, values, tone of voice, personality.
- Design (4-6 weeks). Logo, colors, typography, main applications.
- Brand book (1-2 weeks). Complete documentation + variations.
Total complete branding project: 9-15 weeks.
H2: Pricing
Complete new brand creation.
- Startup / small SME: 2.5-6 M FCFA
- Medium SME: 6-15 M FCFA
- Large company / large account: 15-45 M FCFA
- Very large account (bank, telecom): 45-180 M FCFA
Rebranding.
- Light visual refresh: 1.5-4 M FCFA
- Medium rebranding (logo + identity): 4-12 M FCFA
- Complete rebranding (positioning + visual): 12-35 M FCFA
Unitary sub-services.
- Logo only: 380 KFCFA-1.8 M FCFA
- Naming only: 800 KFCFA-3.5 M FCFA
- Brand book only (without logo): 2.2-6.5 M FCFA
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H2: Pricing and investments
| Item | Upfront | Monthly recurring |
|---|---|---|
| Premium portfolio site | 6,500,000 to 12,000,000 FCFA | 280,000 FCFA |
| Studio brand book + identity | 3,500,000 FCFA | — |
| 6 designers + 2 strategists + 1 motion | 600,000 FCFA recruitment | 5,500,000 to 8,000,000 FCFA |
| Tools (Adobe CC, Figma, Sketch, Procreate) | — | 1,500,000 FCFA |
| LinkedIn + conferences + awards | — | 800,000 FCFA |
Upfront investment: 10-15.5 million FCFA. Monthly recurring: 8-10.5 million FCFA. For 60 projects × 6.5 M FCFA average basket = 390 M FCFA / year. Net margin 35-45% = 135-175 M FCFA / year.
FAQ
How long to create a complete brand?
9-15 weeks on average. Very small projects: 4-6 weeks. Very large projects (bank, international brand launch): 16-26 weeks.
Should you file the logo with INPI?
In Senegal: OAPI (African Organization of Intellectual Property) filing covering 17 African countries. Cost ~250-450 KFCFA for class(es) filing. Strongly recommended for protection.
How to differentiate vs competing studios?
3 axes: 1) Sector specialization (e.g.: fintech branding, NGO branding), 2) Visible and structured method (reassures clients), 3) Recognized creative awards (differentiates quality).
How much to charge for logo only vs complete branding?
Logo only (without strategic research): 380 KFCFA-1.8 M FCFA. Complete branding (with strategy + brand book + applications): 2.5-45 M FCFA. "Complete branding" is much more profitable and useful for client.
Which 2026 trends?
Movement toward minimalist and flexible logos (variability), limited color palettes (3-5 colors max), custom typographies (custom fonts), motion graphics integrated in brand book, living identities (adapting to context).
Let's talk about your case
If you want to launch a branding studio or need to create a brand, we can support you. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
