Brand identity design built to be used, not just admired.
A clear, distinctive identity a business can apply consistently, not only a logo file.
A brand identity is the system that makes a business recognisable: a logo, colour, typography, imagery and the rules for using them together. The logo is one part of it. The identity is what keeps a brochure, a sign, a shelf label and a website looking like they belong to the same business.
We design the identity and then document how to use it. You receive final files and a guideline document, so your team, your printer or your developer can apply the brand correctly without guessing. Some projects are a full identity. Others are a single mark with the versions it needs. The scope is agreed before we start.
What's included in a brand identity package
- Identity direction and concept
- Logo suite: primary, secondary and compact versions
- Colour palette with HEX, RGB and CMYK values
- Typography system for headings and text
- Graphic and imagery direction
- Usage rules: spacing, minimum sizes, do and don't
- Brand guideline document
- A first set of applications, such as stationery or templates, where scoped
Naming and deep brand strategy are scoped separately if needed.
Who brand identity design suits
- New businesses that need a first identity, not just a logo
- Established businesses with a logo but no system behind it
- Businesses launching a new product, service or location
- Teams whose materials were made by different people and no longer match
- Founders who want to hand brand work to printers, developers or agencies without losing control of the look
Signs you may need a brand identity or a rebrand
- Your logo is the only brand asset you have, and everything else is improvised
- Brochures, signs, social posts and your website do not look like they come from the same business
- Your offer, audience or ambitions have changed since the brand was made
- People on your team cannot say how to use the logo or which colours to pick
- You look like your competitors, or the brand feels dated next to the quality of your work
- A printer, developer or freelancer keeps asking for files or rules you do not have
How a brand identity project runs, and what each stage produces
- 01
Discover
We learn the business before drawing anything: goals, audience, category, competitors and what you already use.
Produces
- A clear brief: goals, audience and constraints
- A review of your current brand assets
- 02
Define
We agree the direction and the scope.
Produces
- Creative direction and messaging priorities
- Written scope, deliverables and review rounds
- 03
Design
Concepts first, then one chosen direction developed into a full system.
Produces
- A concept presentation
- The chosen identity: logo suite, colour and typography
- Applications across the agreed assets
- 04
Deliver
Final files and guidance so the brand can be used without us.
Produces
- Final logo files in the formats you need
- The brand guideline document
- Editable files agreed in scope
- A usage handover
Files and ownership: what you receive
- Logo files in vector and raster formats, such as SVG, PDF and PNG, in full-colour, black and white versions
- Colour values in HEX, RGB and CMYK, so print and screen match
- Fonts and font guidance, with licensing noted
- The brand guideline document as a PDF
- Editable source files where the scope includes them
Ownership and usage rights for the approved final work are set out in writing in the proposal, so there is no doubt about what you own and what, if anything, we keep. Editable source files are included where the scope says so.
What affects the scope and cost of a brand identity
We do not publish fixed prices, because two identity projects rarely have the same scope. Each proposal states what is included, what is not and how many review rounds there are, so you can compare it with any other quote like for like.
- How many deliverables are in the set: a logo suite, guidelines, stationery, templates
- How much research and strategy sits behind the design
- How many applications the identity needs to cover at launch
- How many people approve each stage, and how quickly feedback comes back
- Rollout costs that sit outside the design work: printing, signage, packaging and website build
Related work
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Point
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Related reading
Logo vs brand identity: what's the difference?
A logo is one mark. A brand identity is the system around it. Here is the difference, why it matters, and when a logo on its own is enough.
What should a brand identity package include?
A plain guide to what a brand identity package includes: logo suite, colour, typography, guidelines and applications, and how to check what you are getting.