How to price your work as a graphic designer and illustrator (in Denmark) is probably one of the main questions that come up once you decide to freelance. There are many different considerations and it can be impossible to give helpful general pricing guidance. However there are organisations in Denmark that are working on setting and maintaining a standard.

In this post I want to share pricing information compiled by the Danish Journalist association and HK Privat. These unions periodically negotiate salaries and freelancer prices between themselves and relevant business organisations. They cover the areas of graphic (design) work, photography and journalism. The results are published in a document called “Medieaftalerne” or “The media agreement”, which is shared on their websites. This document is unfortunately only available in Danish, which makes it less accessible to foreigners. I have therefore decided to translate it to English to the best of my abilities. With that I hope to help fellow foreign freelancers gain more knowledge of the local market and keep their prices competitive and ethical.

• My motivation
• What is “The media agreement” 
• Before we get into “The media agreement” 
  • DISCLAIMER 1
  • DISCLAIMER 2
  • DISCLAIMER 3
  • DISCLAIMER 4
  • DISCLAIMER 5
• Media agreement for graphic design and illustration in organisations and private companies

If reading long blog posts is not your thing, maybe a video can help:

My motivation

Before we get into the contents of “The media agreement” document I want to share my reasons for creating this blog post. My main motivation for translating this information is to make it more accessible for foreigners living and working in Denmark. In my experience, people in creative fields are generally being underpaid all over the world (and in Denmark), however foreigners are being taken advantage of to a higher degree by local businesses. I believe this occurs due to lesser knowledge of the local market, lack of information and connections.

Being better informed by no means guarantees that non- Danish freelancers will be safe from underselling themselves. There are many more factors that go into building a sustainable career in this precarious industry, but at least it will hopefully be a step towards that.

I believe that it is in the interest of everyone working in this field to share our relevant knowledge and experience with each other in order to create a better working environment for us all. I strive for cooperation and not for competition.

It may be tempting to offer lower prices or even to work for free at the promise of future work, but it is important to remember that this comes at a cost, not only for the individual freelancer, but for all working in the industry. It is up to us to create a space where it is possible for all of us to build sustainable careers and earn a livable wage.

“The media agreement” document is valuable not only to freelancers, but also to employees. If you are employed in for example a graphic design position, I’d recommend you to still get familiar with the agreed upon rates by the unions, so that you can make sure that your employer is treating you fairly and equally to your Danish colleagues. If you are an employee it’s best to join a union to ensure that your worker’s rights are respected and to help maintain the strength of the unions.

Finally this document may be of use to potential clients or people who may be interested in hiring freelance graphic designers or illustrators. It will give you a clear picture as to what to expect from such a relationship and what are the industry standards within Denmark.

What is “The media agreement” 

To better understand what “The media agreement” covers, here is how HK describes it on their website:

“The three agreements each cover common services within graphic work, photography, AV and journalism and determine, among other things, minimum hourly and project rates, holiday pay, supplementary rates, payment terms and rights for services provided on freelance terms.

The agreements are the result of a collaboration between HK Privat and the Danish Journalist Association on the side of the employees and The Cooperation on the employers’ side.

…

You may also use the agreements as inspiration when you work for others in the private labour market, so that there are clear agreements on use and remuneration for your work to the benefit of both parties.

Finally, you can use the media agreements as inspiration if you occasionally buy graphic, photographic or journalistic services.”

Before we get into “The media agreement” 

DISCLAIMER 1

I must admit I don’t know if translating and sharing this information violates any laws or copyrights. I believe that as the information is shared for free on journalistforbundet.dk and hk.dk websites making it available to even more relevant professionals will only further and strengthen their mission. If at any point it comes to my knowledge that sharing this document is in violation of any laws, the post will be deleted or it will be edited to redirect to the original pages that contain the document.

DISCLAIMER 2

I’m not a professional translator and have no formal knowledge of law. I have translated the section I chose to the best of my ability and understanding, however there may be inaccuracies. If you need further help understanding, please contact the relevant unions for further assistance. This is meant as a general guide.

DISCLAIMER 3

This information is not a law. There is as far as I’m aware, no formal enforcement of these price points. These are mostly recommendations. However having a collective baseline and understanding of the market is helpful for keeping the industry healthier and more fair.

DISCLAIMER 4

In places where I had trouble with the translation and where I felt like it might not be clear enough, I have added translation notes (marked in italic) where I attempt to explain my understanding of the original meaning in my own words.

DISCLAIMER 5

The following is a partial translation of “The media agreement”. If you want to read the document in its entirety you can find it HERE. I have only translated the section concerning graphic design and illustration, but it includes a similar section on journalist work, and photography as well.

Media agreement for graphic design and illustration in organisations and private companies

1 June 2020 – 31 May 2023

1. Professional area
2. Fees
   • Illustrations
   • Bonus for digital illustrations
3. Disadvantage allowance
4. Payment
5. Delivery and start of work
6. Use, licensing and copyright
7. Rights of third parties
8. Discrepancies
9. Duration

The following agreement for compensation of freelance graphic designers and illustrators has been established between HK Privat, The Danish Journalist Association and The Cooperation.

§ 1. Professional area

The agreement covers work delivered according to an agreement between the parties. The parties commit as much as possible to agree upfront to the task’s scope, price, scope of corrections, amount of sketches and layouts, which are included in the price, how and when the product will be delivered, conditions of use, including rights of use, copyright and payment.

§ 2. Fees

All fees are excl. shipping, postal expenses, etc. All rates include 12,5 % holiday bonus.

For the creation of layout, general graphic design, graphic arrangement, graphics for web and graphic/ visual facilitation, the minimum payment is DKK 887 per hour. Since 1 June 2021, the minimum payment is DKK 905 per hour. As of 1 June 2022, the minimum payment is DKK 922 per hour.

For work based on a concept and if the work can be seen as cleaned up artwork*, for example prepress (layouting)*, the minimum payment is DKK 679 per hour. As of 1 June 2021, the minimum payment is DKK 693 per hour. As of 1 June 2022, the minimum payment is DKK 706 per hour.

*Translation note: I’ve had some issues finding the best translation of the words “ombrydning” and “rentegning”. My understanding of this passage is that this is work seen as “less creative”, a “clean up” of an already established concept, which is possibly why it is valued lower.

If the company (client) provides a workplace and equipment and the work is carried out according to a concept, and the work can be seen as a cleaned up artwork, the minimum payment is DKK 470 per hour. As of 1 June 2021, the minimum payment is DKK 479 per hour. Since 1 June 2022, the minimum payment is DKK 489 per hour.

For longer-term tasks, a weekly rate or other special price can be agreed upon.

Time spent on meetings and transport in connection with the task is included, by agreement, in the working time.

Illustrations

Illustration work for print or digital use should as minimum be paid with the unit prices below.

Bonus for digital illustrations

Digital illustrations may contain additional workload, for example as a result of the illustration having to be easy to animate or to create a GIF, or if the illustration has to be converted to digital if it’s not to begin with.

If the task contains additional work such as described, a supplement that reflects the additional workload is to be added in relation to the above unit price. The bonus must be as a minimum 25%. The supplement must be agreed upon upfront.

For larger tasks that include many illustrations, a special price can be agreed upon.

§ 3. Disadvantage allowance

For work that needs to be carried out between 17:00 and 22:00 o’clock, a supplement of 50% must be granted (added to the salary). In the period between 22:00 and 08:00 o’clock, as well as on weekends and during public holidays, the supplement is 75%. Weekends and holidays are counted from the day before at 16:00 o’clock.

§ 4. Payment

Unless otherwise agreed upon, payment is made no later than 14 days after receiving an invoice for the work.

§ 5. Delivery and start of work

The freelancer is not responsible for missing or delayed delivery as long as it is due to significant changes in the nature or extent of the work caused by the client. This also applies to conditions that arise through no fault of the freelancer and which are out of the freelancer’s control, for example war, natural disasters, fire, strike, lockout or vandalism.

If the start of work is delayed due to the company’s circumstances, and no reasonable notice has been given, and the freelancer has not had the opportunity to take on other work, compensation, corresponding to a maximum of 2 days’ work, must be paid.

§ 6. Use, licensing and copyright

According to current legislation on copyright, the freelancer has the copyright to the parts of the product that can be seen as independent work, for example drawings and illustrations.

As a rule, the final deliverable can be published regardless of the medium or form of publication. Multiple possible simultaneous digital releases are counted as one publication, provided that they are subject to the same editorial management or organisation, and the publication takes place within 7 days of first publication. Publishing on digital social media is also considered a digital edition, provided that they are subject to the same editorial management or organisation.

Material that is reused in whole or in part is settled at 100% of the applicable price at the time of application.

Use of the product beyond what was agreed must be agreed upon and paid for separately.

If the work is to be used for books, bulletins and other advertising, posters and postcards, the use is agreed at the time of the agreement conclusion.

Drawings and illustrations must not be subjected to changes in the form of editing and copying.

Files ready for print or publish are to be provided, unless otherwise agreed.

The product, including drawings and illustrations, may not be lent or resold to third parties without prior agreement with the freelancer, which also applies to drawings and illustrations submitted in the selection process.

The artist’s name is stated together with the drawing.

§ 7. Rights of third parties

In case that third parties’ copyright-protected material is needed or is included in the creation of the work and is supplied by the client, the client guarantees that all necessary clearing of rights and payment for use is carried out.

§ 8. Discrepancies

In cases of doubt about the interpretation or breach of this collective agreement or about employment agreements, it must be resolved by negotiation between the employer in question and freelancer, as well as a representative from each of the parties to the agreement.

If agreement cannot be reached, the case will be continued before an ombudsman in accordance with the Cooperative Main Agreement.

The Cooperation is the secretariat for the cooperative arbitration system, and inquiries about any disputes are therefore directed to The Cooperation.

§ 9. Duration

The collective agreement enters into force on 1 June 2020 and is valid until 31 May 2023. If it is not terminated before the expiry date with at least three months’ notice, it continues to run one year at a time until it is terminated with three months’ notice.

Translation note: Please bear in mind that all prices mentioned are advisory and meant to give you a general idea of the market. You can always quote higher based on your own estimates, however I personally wouldn’t advise to go lower and undercut your colleagues, you may get the gig in the short term over someone with higher prices, but we all suffer in the long run.

I very much hope that this translation will be useful to many international professionals within graphic design and illustration who have their practice in Denmark. If you are familiar with “The media agreement” and can suggest a better and more clear translation, please feel free to contact me or comment with your notes or suggestions, so we can improve it. If you are aware of other similar information that may be valuable to international freelancers, but is available only in Danish, please let me know, so I can translate that as well. If you have any further questions or comments, please share them below!

Let’s work together to make the Danish creative industry more transparent and inclusive to foreigners!