Your logo charges are pretty close to mine dragonfx, which are upwards from £500 for small companies, like you say including screen wallpaper. Usually have to wax lyrical about colour theory and form, which I hate having to do.

I haven't had to go through that many rounds of propositions for one job but I suppose you'd up the price to cover for the extra work. I've done logos and idents for TV productions but not a full large corporate id change.

I had to do some work for a design company that were doing a major oil company ident change and they made an absolute fortune out of it. They split it into two stages, a small change before the major shift, saying it was too radical a change for the consumer to take in one go. One job for the price of two.

There was a whole team of people working on colour boards based on their colours which included photos of snooker balls! A helluva lot of flannel.