Brand & Web / Brand Identity
Brand Identity Design
An identity your best client would be proud to be associated with.
The problem
A logo is not a brand. A logo is the most visible symbol of a brand — but the brand is the full system of signals that tells a buyer whether to trust you, whether you are credible, and whether you are the right fit for their problem.
Most businesses have a logo. Very few have a brand. The result is inconsistency: the logo on the website looks different from the one on the business card, the brand colours are vague and inconsistently applied, and the typography is whatever Google Fonts the web developer happened to choose.
We build complete brand systems. Everything in the system is designed to work together and 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 three genuinely distinct logo directions, each with a written rationale explaining what it communicates and why it fits the strategy. Each direction is shown in realistic context — on a website header, a document cover, a social avatar — not floating on a white slide, because a logo is never experienced in isolation.
We also tell you which direction we recommend and why. Agencies that present options without an opinion are outsourcing the hardest decision to the client. You are paying for judgement; we give it.
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
A brand dies by a thousand small inconsistencies — a stretched logo here, a near-miss colour there. The final phase is designed to prevent that. The brand guide documents rules with visual examples of correct and incorrect use: clear space and minimum sizes for every logo variant, approved colour combinations, typographic hierarchy with real examples, and the tone-of-voice rules with sample sentences rewritten from "off-brand" to "on-brand". The file package is organised by use case (print, web, social, office documents) so a non-designer can find the right asset in seconds without guessing which of forty files is correct.
The handover session walks your team — and any external agencies or freelancers you work with — through how to apply the system day to day. After delivery, we remain available to review third-party applications of the brand, which is the cheapest insurance a new identity can have.
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 comprehensive PDF brand guide with all rules, examples, and dos-and-don'ts. Designed for internal teams, agencies, and contractors.
Brand applications
Business cards, letterhead, email signature, and social media profile assets — the core touchpoints applied using the new system.
What happens when.
Week 1–2 — Strategy
- Discovery workshop (2 hours)
- Competitor and market research
- Brand strategy document
- Client approval of strategy
Week 3–5 — Design
- Logo concepts (three directions)
- Client review and direction selection
- Full logo system development
- Colour, typography, and pattern system
- Revision round
Week 6 — 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 three distinct logo directions. You select one direction for development. We do not present ten options — that wastes your time and indicates the designer has no point of view.
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, not ours, so you own them outright. We confirm web and desktop licensing before final delivery and document the licence details in the brand guide so future agencies and developers know exactly what is covered.
We deliver a rollout checklist ordered by visibility and cost: digital assets first (website, email signatures, social profiles), then sales materials, then printed stock as existing supplies run out. Most clients complete the visible rollout within a month without any hard cutover date, and without wasting stock they have already paid for.
It has not happened, and the strategy phase is why: by the time concepts are presented, we have already agreed in writing what the identity needs to communicate. If a direction misses, the strategy document tells us precisely where and why, and the revision round corrects against that — not against taste alone.
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