Brand & Web / Brand Identity
Brand Identity Design
An identity your best client would be proud to be associated with.
The problem
A logo is one visible part of a brand — the wider system of signals that helps a buyer understand whether a company is credible and relevant to their problem.
A brand can become inconsistent when the logo, colours, typography, and applications are not guided by shared rules.
We build brand systems in which the agreed elements work together to communicate a specific, intentional message.
Our approach.
Strategy is the brief, not a formality
The strategy phase exists to answer one question with precision: what should a buyer conclude about this company within the first ten seconds of contact? Everything else — logo, colour, type — is downstream of that answer.
The discovery workshop covers your positioning against named competitors, the customers you want more of (and the ones you want fewer of), and the personality traits the brand should project and avoid. We compress the findings into a strategy document short enough that people actually use it: positioning statement, audience definition, personality sliders, tone of voice rules, and key messages. You approve this document before any design begins, and every design review afterwards refers back to it. Disagreements about design become disagreements about strategy — which are resolvable, because the strategy is written down.
Three directions, one point of view
We present distinct logo directions with a written rationale explaining what each communicates and why it fits the strategy. Directions are shown in relevant contexts — such as a website header, document cover, or social avatar — so the decision is not based on an isolated mark.
We explain any recommendation and keep the decision connected to the approved strategy rather than personal preference alone.
A system, tested against real use
Once a direction is chosen, we build out the full system and stress-test it against the situations where identities usually break: the logo at 16 pixels in a browser tab, the palette on a projector with washed-out colour, the typography in a dense pricing table, the reversed mark on a photograph. A brand system that only works in the brand guide is not a system.
The colour palette is specified with accessibility in mind — text and background combinations are checked for contrast so your website and documents remain legible, not just attractive. Typography is licensed properly, with web and desktop licences confirmed before delivery, so there are no surprises when your team installs the fonts.
Handover that makes the system stick
The final phase documents the agreed rules with visual examples of correct and incorrect use: clear space and minimum sizes for logo variants, approved colour combinations, typographic hierarchy with real examples, and tone-of-voice guidance. The file package is organised by use case so your team can find the appropriate asset without guessing.
The handover session explains how to apply the system day to day. After delivery, review of third-party applications can be arranged where included in scope.
Deliverables.
Brand strategy
Positioning, target audience, brand personality, and verbal identity (tone of voice, key messages, tagline). The strategy document is the brief for every visual decision.
Logo system
Primary logo, secondary mark, and icon/favicon — each in all required formats (SVG, PNG, JPG, PDF) and colour variants (full colour, reversed, monochrome).
Colour palette
Primary and secondary colour palettes with HEX, RGB, CMYK, and Pantone values. Usage rules for each colour.
Typography system
Headline, body, and accent typefaces. Font pairings, sizing scale, and usage guidance for digital and print.
Brand guide
A PDF brand guide with the agreed rules, examples, and dos-and-don'ts for internal teams and approved collaborators.
Brand applications
Business cards, letterhead, email signature, and social media profile assets — the core touchpoints applied using the new system.
What happens when.
Phase — Strategy
- Discovery workshop (2 hours)
- Competitor and market research
- Brand strategy document
- Client approval of strategy
Phase — Design
- Logo concepts with directions agreed in scope
- Client review and direction selection
- Full logo system development
- Colour, typography, and pattern system
- Revision round
Phase — Deliver
- Brand guide design and layout
- Brand application mockups
- Final file package delivery
- Handover session
Pricing
Every engagement is scoped to the account. What you pay depends on the number of markets, products and campaigns in play, and on how much needs rebuilding before we start. You get a number on the first call, in writing, before you commit to anything.
Get a scoped quoteBrand Identity questions answered.
We present distinct logo directions for review, then develop the selected direction. The number of directions and revision process are agreed in scope.
Six weeks from kickoff to final file delivery, assuming client reviews happen within the agreed two-day turnaround windows.
You own the full IP on delivery of final files. We can refer you to an IP attorney to handle trademark registration.
Yes, roughly half our brand identity clients are early-stage companies. We have a streamlined startup brand package that delivers a complete system scoped sensibly for the pre-revenue stage.
We can work with an existing logo as the foundation and build the full brand system around it. This is a brand evolution, not a rebrand, and is scoped accordingly.
Brand naming is a separate engagement. If you need a name, we do the engagement in sequence — naming first, identity second.
Very little. The discovery workshop is designed to extract what we need. It helps to gather examples of brands you admire (in any industry), any existing brand assets, and the two or three competitors you most often lose to or are compared against.
Font licences are purchased in your company name where applicable. We confirm relevant web and desktop licensing before delivery and document the licence details in the brand guide.
We deliver a rollout checklist ordered by visibility and cost: digital assets first, then sales materials, then printed stock as existing supplies run out. The rollout plan and pace reflect your operational priorities and available stock.
The strategy phase reduces that risk: before concepts are presented, we align on what the identity needs to communicate. If a direction misses, the strategy document helps identify why, and the revision process can correct against that — not against taste alone.
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