Gav has it in a nutshell. Start at one hourly rate, and then slowly build up. Often this will be when a new client comes on board, since often if you price suddenly spikes, a client will ask why they are not getting it at the old price.
Also, with more experience, your hours will reduce and your rate can go up: 2 hours at 25/ph is the same as 1 hour at 50/ph.
Some agencies/people charge a different rate for artworking/admin or creative, though this is a lot harder to quantify as a freelancer than as a studio or something, and certainly not somethign to try until you've got a few years behind you and an established portfolio. These two act as bargaining chips for trust in you from your client.
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