Pricing Your Brand Identity Designer Services: A Practical Guide for 2025

Why Pricing Your Brand Identity Design Services is the Hardest Decision You'll Make

If you're a brand identity designer struggling to set your rates, you're not alone. Recent industry surveys show that 67% of freelance designers undercharge for their services, leaving thousands of dollars on the table each year. The difference between designers who thrive and those who barely survive often comes down to one critical factor: understanding how to price brand identity services properly.

In this comprehensive guide, we'll reveal the exact pricing strategies used by successful brand identity designers in 2025, including market rates across different regions, proven pricing models, and a step-by-step formula to calculate your ideal rate. Whether you're just starting out or looking to increase your rates, this guide will help you price your services confidently and profitably.

The Cost of Underpricing Your Design Services

Before we dive into pricing strategies, consider these eye-opening statistics:

• Average income loss: Underpriced designers earn 40-60% less annually than properly priced competitors
• Client perception: 73% of high-value clients associate low prices with low quality
• Project quality: Underpriced projects lead to rushed work and 3x higher revision rates
• Business sustainability: 58% of designers who undercharge burn out within 3 years
• Market positioning: Your pricing directly impacts how clients perceive your expertise and value

Proper pricing isn't just about making more money—it's about building a sustainable design business, attracting quality clients, and delivering work you're proud of.

Understanding Different Pricing Models for Brand Identity Design

Before setting your rates, you need to understand the four main pricing models used by successful brand identity designers. Each has its advantages and ideal use cases.

1. Hourly Rate Pricing

How it works: You charge clients based on the number of hours spent on their project.

Pros:

• Simple to calculate and communicate
• Flexible for projects with uncertain scope
• Easy to adjust for additional work or revisions
• Transparent for clients who want to track time

Cons:

• Penalizes efficiency (faster work = less income)
• Requires detailed time tracking
• Can lead to scope creep without clear boundaries
• Clients may focus on hours rather than value delivered

Best for: New designers building portfolios, small revisions, consultation work, or projects with highly variable scope.

2025 Market Rates:

• Entry-level (0-2 years): $25-$50/hour
• Mid-level (3-5 years): $60-$100/hour
• Senior (6-10 years): $100-$150/hour
• Expert (10+ years): $150-$300/hour

2. Project-Based (Flat Fee) Pricing

How it works: You quote a fixed price for the entire brand identity project, regardless of hours worked.

Pros:

• Rewards efficiency and expertise
• Easier for clients to budget
• No need for detailed time tracking
• Allows you to profit from streamlined processes
• More predictable income

Cons:

• Requires accurate scope definition upfront
• Risk of underestimating project complexity
• Harder to adjust mid-project without clear change order process
• Scope creep can eat into profits

Best for: Experienced designers with established processes, well-defined brand identity packages, and clients who value certainty.

2025 Market Rates:

• Basic Logo Only: $500-$2,000
• Logo + Basic Brand Identity: $2,000-$5,000
• Complete Brand Identity Package: $5,000-$15,000
• Comprehensive Brand System: $15,000-$50,000+

3. Value-Based Pricing

How it works: You price based on the value and results your brand identity will deliver to the client's business, not your time or costs.

Pros:

• Highest profit potential
• Aligns your success with client's success
• Rewards strategic thinking and business impact
• Positions you as a strategic partner, not just a service provider
• Attracts high-value clients who understand ROI

Cons:

• Requires deep understanding of client's business
• Can be difficult to quantify value upfront
• Needs strong communication and negotiation skills
• Not suitable for clients who don't understand value

Best for: Senior designers working with established businesses, rebranding projects with measurable business impact, and strategic brand consulting.

Example: A rebrand that helps a $2M company increase revenue by 20% is worth significantly more than the hours spent designing it. In this case, a $25,000-$75,000 fee represents tremendous ROI for the client.

4. Retainer-Based Pricing

How it works: Clients pay a monthly fee for ongoing brand design support and a set number of hours or deliverables.

Pros:

• Predictable, recurring revenue
• Builds long-term client relationships
• Better work-life balance with steady workload
• Deeper understanding of client's brand over time

Cons:

• Requires reliable clients with ongoing needs
• Can limit availability for new projects
• Needs clear boundaries to prevent overwork

Best for: Designers working with growing startups, agencies needing overflow support, or brands requiring continuous design work.

2025 Market Rates:

• 10 hours/month: $1,000-$2,500
• 20 hours/month: $2,000-$5,000
• 40 hours/month: $4,000-$10,000

2025 Brand Identity Designer Rates by Experience Level

Understanding where you fit in the market is crucial for setting competitive yet profitable rates. Here's a detailed breakdown of brand identity designer pricing based on experience level in 2025.

Entry-Level Brand Identity Designers (0-2 Years Experience)

Typical Profile: Recent graduates, career changers, or designers building their first portfolio. Limited client work but strong foundational skills.

Hourly Rate: $25-$50/hour

Project Rates:

• Logo design only: $300-$800
• Basic brand identity: $800-$2,000
• Complete package: $2,000-$4,000

What Justifies These Rates:

• Strong design fundamentals and software proficiency
• Fresh perspective and contemporary design trends
• Enthusiasm and willingness to go extra mile
• Lower overhead costs passed to clients

Typical Clients: Startups, solopreneurs, local small businesses, friends and family referrals.

Mid-Level Brand Identity Designers (3-5 Years Experience)

Typical Profile: Established portfolio with 15-30 brand projects, proven process, repeat clients, and specialized knowledge in certain industries.

Hourly Rate: $60-$100/hour

Project Rates:

• Logo design only: $1,000-$2,500
• Brand identity package: $3,000-$7,000
• Complete brand system: $7,000-$15,000

What Justifies These Rates:

• Proven track record with client testimonials
• Streamlined process resulting in faster turnaround
• Industry specialization (e.g., restaurants, tech startups, healthcare)
• Strategic brand thinking beyond just visual design
• Professional brand guidelines and deliverables

Typical Clients: Growing businesses, funded startups, professional services, regional brands, agencies needing support.

Senior Brand Identity Designers (6-10 Years Experience)

Typical Profile: Extensive portfolio with 50+ brands, industry recognition, speaking engagements, published work, and strategic brand expertise.

Hourly Rate: $100-$150/hour

Project Rates:

• Logo design only: $2,500-$5,000
• Brand identity package: $8,000-$20,000
• Complete brand system: $20,000-$40,000
• Strategic rebrand: $40,000-$75,000

What Justifies These Rates:

• Award-winning work and industry recognition
• Strategic brand consulting and positioning expertise
• Comprehensive brand systems with detailed guidelines
• Strong business acumen and ROI focus
• Efficient processes honed over hundreds of projects
• Team collaboration capabilities

Typical Clients: Established companies, venture-backed startups, national brands, international clients, corporate rebrands.

Expert/Specialist Brand Identity Designers (10+ Years Experience)

Typical Profile: Industry leaders, authors, educators, agency owners, or specialized consultants with national/international reputation.

Hourly Rate: $150-$300/hour (though most don't charge hourly)

Project Rates:

• Complete brand system: $50,000-$100,000+
• Strategic rebrand with implementation: $100,000-$250,000+
• Enterprise brand architecture: $250,000+

What Justifies These Rates:

• Transformative brand work with proven business impact
• Strategic business partnerships with C-level executives
• Comprehensive brand strategy and implementation
• Team leadership and cross-functional collaboration
• Proprietary methodologies and frameworks
• Long-term brand stewardship and consultation

Typical Clients: Fortune 500 companies, major rebrands, international corporations, private equity portfolio companies, venture capital firms.

Regional Pricing Variations: Middle East & Global Markets

Geographic location significantly impacts brand identity design pricing. Here's a comprehensive breakdown of regional markets in 2025.

Saudi Arabia Market

Market Characteristics: Growing design industry, Vision 2030 initiatives driving branding demand, mix of local and international clients, strong purchasing power.

Pricing Ranges (SAR):

• Entry-level: 2,000-7,500 SAR ($500-$2,000) per project
• Mid-level: 7,500-37,500 SAR ($2,000-$10,000) per project
• Senior: 37,500-112,500 SAR ($10,000-$30,000) per project
• Expert: 112,500+ SAR ($30,000+) per project

Hot Industries: Hospitality, real estate, technology, retail, government initiatives, tourism.

United Arab Emirates Market

Market Characteristics: Highly competitive market, international design hub, diverse client base, premium pricing expectations.

Pricing Ranges (AED):

• Entry-level: 2,000-8,000 AED ($550-$2,200) per project
• Mid-level: 8,000-40,000 AED ($2,200-$11,000) per project
• Senior: 40,000-120,000 AED ($11,000-$33,000) per project
• Expert: 120,000+ AED ($33,000+) per project

Hot Industries: Luxury retail, hospitality, fintech, real estate, events, tourism.

Kuwait, Qatar, Bahrain Market

Market Characteristics: Smaller but high-value markets, government and corporate focus, preference for international designers, strong local purchasing power.

Pricing Ranges (USD equivalent):

• Entry-level: $600-$2,500 per project
• Mid-level: $2,500-$12,000 per project
• Senior: $12,000-$35,000 per project
• Expert: $35,000+ per project

Egypt and North Africa Market

Market Characteristics: Large market with price sensitivity, growing startup ecosystem, mix of local and regional clients, competitive landscape.

Pricing Ranges (USD equivalent):

• Entry-level: $200-$800 per project
• Mid-level: $800-$3,000 per project
• Senior: $3,000-$10,000 per project
• Expert: $10,000+ per project

United States & Canada

Pricing Ranges (USD):

• Entry-level: $500-$2,000 per project
• Mid-level: $2,500-$10,000 per project
• Senior: $10,000-$50,000 per project
• Expert: $50,000-$250,000+ per project

Europe Market

Pricing Ranges (EUR):

• Entry-level: €500-€2,000 per project
• Mid-level: €2,500-€12,000 per project
• Senior: €12,000-€50,000 per project
• Expert: €50,000+ per project

What to Include in Your Brand Identity Package

The scope of your brand identity package directly impacts your pricing. Here's a breakdown of common package tiers and what they should include.

Essential Package ($500-$2,000)

Ideal for: Startups, solopreneurs, micro-businesses with tight budgets.

Deliverables:

• Primary logo design (2-3 concept variations)
• 2 revision rounds
• Color palette (2-3 primary colors)
• Typography selection (1-2 fonts)
• Final files in PNG and JPG formats
• Basic usage guidelines (1-2 pages PDF)

Timeline: 1-2 weeks

Best for: Entry to mid-level designers

Professional Package ($2,000-$7,000)

Ideal for: Growing businesses, established startups, professional services.

Deliverables:

• Primary logo + alternate versions (horizontal, stacked, icon)
• 3-4 revision rounds
• Complete color system (primary, secondary, accent colors)
• Typography system (headings, body, accent fonts)
• Business card design (front/back)
• Letterhead design
• Email signature design
• Social media profile templates (3-4 platforms)
• Comprehensive file package (AI, EPS, PNG, JPG, SVG)
• Brand guidelines document (10-15 pages)

Timeline: 3-4 weeks

Best for: Mid to senior-level designers

Premium Package ($7,000-$20,000)

Ideal for: Established companies, funded startups, brands launching new products.

Deliverables:

• Complete logo system with multiple variations
• Unlimited revisions (within reason)
• Extended color system with usage specifications
• Complete typography system with hierarchy
• Full stationery suite (business cards, letterhead, envelopes, notecards)
• Social media brand kit (templates for all major platforms)
• Brand pattern/texture designs
• Icon set (6-10 custom icons)
• Photography style guide
• Presentation template
• Email newsletter template
• Comprehensive brand guidelines (25-40 pages)
• All source files and complete file package
• 3 months post-launch support

Timeline: 6-8 weeks

Best for: Senior to expert designers

Enterprise Package ($20,000-$100,000+)

Ideal for: Corporate rebrands, enterprise companies, portfolio companies, national/international brands.

Deliverables:

• Strategic brand discovery and positioning workshop
• Competitive analysis and market research
• Complete brand architecture development
• Master brand system with sub-brands
• Comprehensive visual identity system
• All deliverables from Premium Package
• Brand messaging framework
• Content style guide
• Marketing collateral templates (brochures, flyers, ads)
• Environmental design guidelines (signage, retail)
• Digital UI component library
• Video brand guidelines
• Brand implementation roadmap
• Staff training and brand workshops
• 12 months brand stewardship and support

Timeline: 3-6 months

Best for: Expert designers or design agencies

How to Calculate Your Ideal Brand Identity Design Rate

Now that you understand market rates and package options, here's a step-by-step formula to calculate your ideal pricing.

Method 1: Cost-Plus Pricing Formula

This method ensures you cover all costs and achieve your desired profit margin.

Step 1: Calculate Your Base Hourly Rate

Formula: (Annual Income Goal + Annual Expenses) ÷ Billable Hours = Base Hourly Rate

Example:

• Annual income goal: $60,000
• Annual expenses (software, tools, taxes, insurance): $15,000
• Total needed: $75,000
• Billable hours per year: 1,500 (assuming 30 billable hours/week)
• Base hourly rate: $75,000 ÷ 1,500 = $50/hour

Step 2: Add Profit Margin

• Aim for 30-50% profit margin
• $50/hour + 40% = $70/hour

Step 3: Estimate Project Hours

• Essential package: 8-12 hours
• Professional package: 20-30 hours
• Premium package: 50-80 hours
• Enterprise package: 150-300+ hours

Step 4: Calculate Project Price

• Professional package: 25 hours × $70 = $1,750
• Round up to market-appropriate number: $2,000-$2,500

Method 2: Value-Based Pricing Formula

This method prices based on the value delivered to the client.

Step 1: Identify Client's Business Goals

• Increase revenue by X%
• Launch new product line
• Attract premium customers
• Expand to new markets

Step 2: Calculate Potential Value

• If rebrand helps increase revenue from $500K to $750K = $250K additional revenue
• Your brand identity's contribution: 10-20% of that growth = $25K-$50K value

Step 3: Set Fee as Percentage of Value

• Aim for 10-20% of value delivered
• $25K-$50K value × 20% = $5K-$10K fee

Step 4: Present ROI to Client

• $8,000 investment for $25,000+ return = 312% ROI
• This framing makes your pricing irresistible

Method 3: Market-Based Pricing

This method aligns your pricing with competitive market rates.

Step 1: Research Competitor Pricing

• Find 5-10 designers with similar experience and portfolio quality
• Note their pricing ranges
• Identify average market rate

Step 2: Position Yourself

• Below market: 10-20% lower (building portfolio)
• At market: Equal to average (established designer)
• Above market: 10-30% higher (premium positioning)

Step 3: Add Unique Value Differentiators

• Specialized industry expertise: +15-25%
• Faster turnaround time: +10-20%
• Additional services (strategy, consulting): +20-40%
• Proven ROI case studies: +25-50%

Common Pricing Mistakes Brand Identity Designers Make

Avoid these critical mistakes that cost designers thousands of dollars in lost revenue.

1. Underpricing to "Win" Projects

The Mistake: Setting artificially low prices to be "competitive" or out of fear of losing clients.

Why It's Harmful:

• Attracts price-sensitive clients who don't value your work
• Creates unsustainable business model
• Positions you as low-quality in market perception
• Makes it nearly impossible to raise rates later
• Leads to resentment and burnout

The Fix: Price based on value delivered, not just time spent. A well-designed brand identity can generate millions in revenue for a client—your fee should reflect a portion of that value.

2. Not Accounting for Revisions

The Mistake: Offering "unlimited revisions" or not clearly defining revision limits.

Why It's Harmful:

• Scope creep eats into profit margins
• Projects never end
• Clients make endless small changes
• Your hourly rate effectively drops to below minimum wage

The Fix: Clearly define revision rounds (typically 2-4 depending on package). Specify what constitutes a revision vs. new design direction. Charge per-revision fees for additional rounds ($250-$500 per round).

3. Ignoring the Total Project Cost

The Mistake: Only considering design time, ignoring emails, meetings, revisions, file preparation, and administrative work.

Why It's Harmful:

• Actual project time is 40-60% longer than estimated
• Profit margins disappear
• You work for pennies per hour

The Fix: Use this realistic time breakdown:

• Design work: 40-50% of time
• Client communication: 15-20%
• Revisions and refinements: 15-20%
• File preparation and delivery: 10-15%
• Administration and project management: 10-15%

4. Not Having a Clear Contract

The Mistake: Starting projects without signed agreements defining scope, deliverables, payment terms, and revision limits.

Why It's Harmful:

• Scope creep becomes inevitable
• Payment disputes arise
• No legal protection
• Clients disappear without paying

The Fix: Always use a comprehensive design contract that includes:

• Detailed scope of work and deliverables
• Number of concepts and revision rounds
• Timeline and milestones
• Payment schedule (50% upfront, 50% on completion typical)
• Kill fee clause if project is cancelled
• Intellectual property terms
• What happens with late payments

5. Competing on Price Instead of Value

The Mistake: Leading sales conversations with price and trying to be the cheapest option.

Why It's Harmful:

• Race to the bottom with no winners
• Attracts wrong type of clients
• Commoditizes your unique skills and expertise
• Makes differentiation impossible

The Fix: Lead with value, results, and transformation. Discuss pricing only after client understands the value you bring. Use case studies showing ROI. Position yourself as an investment, not an expense.

6. Inconsistent Pricing Across Projects

The Mistake: Making up prices on the spot, offering different rates to similar clients, or giving discounts too easily.

Why It's Harmful:

• Confuses your market positioning
• Clients compare notes and feel cheated
• You don't know your actual profitability
• Makes business planning impossible

The Fix: Create standard package pricing that applies to all clients. Offer discounts only strategically (early payment, referral bonuses, nonprofit discount). Track all pricing in a spreadsheet for consistency.

How to Present Your Pricing to Clients

How you present your brand identity pricing can make the difference between winning and losing projects. Here are proven strategies.

1. Creating Professional Design Proposals

Essential Elements:

• Cover letter: Personalized introduction showing you understand their business
• Project understanding: Restate their needs and goals
• Your approach: Explain your process and methodology
• Portfolio samples: 3-5 relevant past projects
• Package options: Present 3 tiers (good, better, best)
• Pricing breakdown: Clear itemization of deliverables
• Timeline: Project phases and milestones
• Terms and conditions: Payment schedule, revision policy
• Call to action: Clear next steps

Pro Tip: The "Rule of Three Pricing Tiers"

• Essential (Anchor): Basic package at lower price point
• Professional (Sweet Spot): Mid-tier with best value - 70% of clients choose this
• Premium (Aspirational): High-end option that makes mid-tier look reasonable

2. Handling Price Objections

Objection: "Your prices are too high"

Response: "I understand budget is a consideration. Let me show you the ROI. A professionally designed brand identity typically increases customer perception of value by 20-30%, which translates to higher prices and more sales. Many of my clients see this investment pay for itself within 3-6 months. Would you like to see some specific examples?"

Objection: "I found someone cheaper"

Response: "That's great that you're exploring options. Can I ask what's included in that package? [Listen] Here's what makes our approach different [explain unique value]. This isn't just about a logo—it's about building a brand that drives business growth. What's more important to you: lowest price or best long-term results?"

Objection: "Can you give me a discount?"

Response: "My pricing already reflects the value and quality you'll receive. However, I do offer early payment discount of 5% if you pay in full upfront, or we could discuss adjusting the scope to fit your budget. Which deliverables are most essential to you?"

3. Negotiation Strategies That Protect Your Margins

Strategy 1: Trade, Don't Discount

• Client wants lower price: Remove specific deliverables
• Never discount without removing scope
• Example: "I can reduce the price to $4,000 by removing the social media templates and reducing revision rounds to 2."

Strategy 2: Offer Payment Plans

• Instead of discounting, offer flexible payments
• Example: "I can break the $8,000 into 4 monthly payments of $2,000"
• This addresses cash flow concerns without reducing your fee

Strategy 3: Add Value Instead of Cutting Price

• Keep price the same, add bonuses
• Example: "I'll include 3 months of post-launch support at no additional cost"
• Perceived value increases without reducing margin

Strategy 4: Future Commitment Discount

• Offer discount only if client commits to ongoing work
• Example: "I can offer 15% off if you commit to a 6-month retainer"
• This secures longer-term revenue

4. When to Walk Away

Not every client is worth working with. Walk away when:

• Client demands unreasonable discounts (50%+ off)
• Red flags suggest scope creep nightmare
• Client doesn't value or respect your expertise
• Payment terms are unacceptable (all payment on completion)
• Project would damage your portfolio or reputation
• Your gut tells you something is wrong

Frequently Asked Questions About Brand Identity Designer Pricing

Q1: How much should I charge for a logo design in 2025?

A: Logo pricing varies widely based on experience and market. Entry-level designers typically charge $300-$1,000, mid-level designers $1,000-$3,000, senior designers $3,000-$8,000, and expert designers $8,000-$25,000+ for logo design. However, most designers bundle logos with complete brand identity packages for better value and higher earnings.

Q2: Should I charge hourly or per project for brand identity work?

A: Project-based pricing is generally better for brand identity work because it rewards efficiency, provides price certainty for clients, and allows you to profit from streamlined processes. Reserve hourly pricing for small revisions, consultations, or projects with undefined scope. Most established designers use project-based pricing for 80-90% of their work.

Q3: How do I raise my rates without losing clients?

A: Increase rates gradually (15-25% annually), grandfather existing clients at current rates for 6-12 months, clearly communicate increased value you're providing, improve your portfolio with premium work, and target higher-budget clients. Most importantly, raise rates confidently—clients sense hesitation.

Q4: What should I include in a brand identity package vs. charging extra?

A: Include in base package: logo system, color palette, typography, basic stationery (business cards, letterhead), brand guidelines, and all source files. Charge extra for: social media templates, website design, marketing collateral, photography, copywriting, brand strategy consulting, and implementation support. This allows flexible pricing while maintaining base profitability.

Q5: How do I price brand identity work for startups with limited budgets?

A: Offer a simplified Essential Package ($800-$2,000) with core deliverables: logo, basic color palette, typography, and essential files. Consider equity arrangements for high-potential startups (0.5-2% equity for early-stage companies). Alternatively, offer payment plans or phased deliverables. Never work for free—it sets bad precedent and attracts wrong clients.

Q6: Should I charge more for rush projects?

A: Yes, rush fees are standard and expected. Typical rush pricing: 25-50% premium for 50% timeline reduction, 50-100% premium for 75% timeline reduction. Be honest about whether rush timeline compromises quality. Some designers refuse rush projects to protect their reputation and work-life balance.

Q7: How much should I charge for brand identity revisions beyond the included rounds?

A: Additional revision rounds typically cost 15-25% of total project fee. For example, if your package is $5,000, additional revision rounds should be $750-$1,250. Minor tweaks might be $150-$300. Always define what constitutes a "revision" vs. "new design direction" in your contract.

Q8: Do I need to charge differently for nonprofit organizations?

A: Many designers offer 15-25% nonprofit discounts as a way to give back while maintaining sustainable business. However, verify it's a legitimate nonprofit and ensure they still value your work. Some designers limit nonprofit discounts to one project per quarter. Never feel obligated—many nonprofits have substantial budgets.

Q9: How do I handle clients who want to "see some concepts" before hiring me?

A: Don't do free spec work. Instead, offer paid discovery sessions ($500-$1,500) where you present strategic direction, mood boards, and conceptual approaches—not finished designs. Alternatively, point them to your portfolio as proof of capabilities. Working for free devalues the profession and almost never converts to paid work.

Q10: What's the best way to structure payment for brand identity projects?

A: Most common structure: 50% deposit upfront (before work begins), 50% upon completion (before final file delivery). Alternative: 33% deposit, 33% at midpoint (after concept approval), 34% on completion. For larger projects (6+ months): monthly milestone payments. Never start work without deposit—it qualifies serious clients and protects your time.

Conclusion: Your Brand Identity Pricing Action Plan

Pricing your brand identity design services correctly is one of the most important business decisions you'll make. Here's your action plan to implement everything you've learned:

Week 1: Research and Calculate

• Calculate your ideal rate using the cost-plus formula
• Research competitor pricing in your market
• Determine which pricing model fits your business best
• Create 3 standard package tiers

Week 2: Documentation

• Write detailed package descriptions with deliverables
• Create professional proposal template
• Draft or update your design contract
• Develop pricing presentation materials

Week 3: Test and Refine

• Present new pricing to 3-5 prospects
• Track objections and questions
• Refine value propositions based on feedback
• Adjust packages if needed

Week 4: Launch and Commit

• Update website with new pricing (if public)
• Inform past clients of rate increases
• Present confidently to all new prospects
• Track win rate and project profitability

Remember: Proper pricing isn't about charging the most—it's about charging what you're worth based on the value you deliver. Clients who understand quality will pay fair rates. Those who don't aren't your ideal clients.

Related Resources:

• Design Business Tips and Industry Insights
• Top Brand Identity Designers on WUZZUFNY
• Design Category - All Design Projects