If you’re a small business, organisation, or charity, you might find illustration licensing a bit overwhelming—especially when you have a million other things to juggle! To make things easier, I’ve put together this short and to-the-point guide covering everything you need to know when commissioning an illustrator. Whether you’re using artwork for your website, social media, or print, this will help you get started with confidence.
Never worked with an illustrator before? You might be wondering:
• Why do some jobs have a day rate while others charge for usage?
• Who owns the copyright?
• What’s a fair price?
Let’s break it down so your commission runs smoothly!
Copyright vs. Licensing
• Copyright: The artist automatically owns the rights to their work unless they transfer them in writing.
• Licensing: You pay to use the artwork commercially without owning the copyright. This keeps costs down and gives the artist flexibility to reuse their work later.
Can I Just Pay a Day Rate?
Sometimes! If the artwork is just for you (e.g., a mural or personal painting), a day rate works. But if you want to use it commercially—say, on packaging or advertising—you’ll need a license. How custom the image is too affects the license cost
Do I Own the Artwork If I Pay for It?
Nope! Just like buying a song doesn’t give you the rights to resell it, commissioning an illustration doesn’t mean you own it outright. You’re paying for its use, not its full ownership.
What Affects the Cost?
A few things:
1. Size of your business – Big brands pay more because they get more exposure.
2. How widely it’s used – A one-off print costs less than a global ad campaign.
3. How long you use it – Longer usage = higher cost (think renting vs. owning a house).
4. Exclusivity – If you don’t want the artist to reuse the work, that bumps up the price.
What If I Want to Reuse the Work Later?
Easy! Most illustrators offer extended licenses—often at around 50% of the original fee for the same usage, or a new price for expanded use.
Why Are Some Illustrators More Expensive Than Others?
Experience, style, and demand play a role. An established illustrator brings expertise, efficiency, and sometimes even a built-in audience for your project.
The Golden Rule: Be Honest!
Have a budget? Unsure what you need? Just ask! Most illustrators want a fair deal for both sides and are happy to guide you through the process.
Want more info? Check out The Association of Illustrators for detailed licensing guides.
