A lot of small businesses have a logo but not a brand. The logo gets used in three different sizes and two different color variations, and by the time it appears on a website it looks unrelated to the business card it supposedly came from. This is not a design failure; it is a system failure.
Our brand identity work produces a system, not just assets. Every engagement starts with a brand positioning exercise: who you are, who your audience is, how you want to be perceived, and what the one or two words are that should come to mind when someone thinks of your business. This positioning work directly informs every visual decision that comes after it.
Logo design comes after positioning is defined. We explore multiple directions and narrow down to two or three strong concepts before any refinement work. This keeps the process efficient and avoids the common trap of endless logo rounds that go nowhere.
After the logo is set, we build out the full visual system: typography pairings, color palette with correct usage guidelines, icon style, illustration or photography direction, and spacing principles. Everything is documented in a brand guide that your team (or any future designer you work with) can reference.
Deliverables include all logo file formats (SVG, PNG, PDF), the full brand guide as a PDF and shareable document, and a Figma file with all components in case you need a designer to work from it later.
What This Service Includes
- Brand positioning workshop (remote)
- Logo design with 3 initial concepts, 2 refinement rounds
- Full color palette with accessibility compliance checks
- Typography system (heading, body, accent)
- Icon style definition
- Photography or illustration direction (mood board)
- Brand usage guidelines (do and do not)
- Complete brand guide PDF
- All logo files (SVG, PNG, PDF, dark/light variants)
- Figma brand kit file