Brand Identity & Logo Design
Strategy defines what the brand says; identity defines how it looks. If the two come from different hands, the brand says two different things — which is why they sit within the same partnership.
- Group
- Brand
- First deliverable
- Identity direction presentation
- Ongoing
- A system that grows as new applications come along
Who this service is for
- «We have a logo, but it looks different everywhere.»A logo isn't a file, it's a system: which version at which size, what happens on which background. Without rules, everyone who uses it makes their own version.
- «When the designer changes, the brand changes too.»If the identity isn't written down, it's left to the designer's taste. A written system keeps the brand in place when people change.
- «We look cheap, but our product isn't.»Perceived price comes largely from typography, spacing and color decisions. When those three are fixed, the product stays the same but its value changes.
What's included
Primary logo, horizontal/vertical variants, single-color and small-size versions. As many as real use requires, no more.
Scale and weight decisions for headings, body and micro copy. License status included — we don't hand over fonts you can't use.
Primary, secondary and functional colors, each with its accessibility contrast measured.
The spacing logic that repeats across pages, ads and packaging. The invisible side of consistency.
Identity is shown not in a vacuum but in real use: ads, product pages, boxes, business cards.
What to do and what not to do. With examples, so that someone outside the brand can use it correctly too.
How we work
From karat to identity
The positioning in the strategy document is turned into visual decisions: which sentence calls for which form.
Two directions, one decision
Two genuinely different directions are presented. Ten options don't make deciding easier; they delay it.
Writing the rules
The chosen direction becomes a system: scale, spacing, usage rules and a file library.
A logo isn't the brand itself; it's its signature. Making the signature prettier doesn't change the promise behind it — which is why we don't start on identity before strategy.
What we measure
The number of applications that don't match the identity in the monthly audit. The goal isn't zero, it's a downward trend.
How long it takes to produce an ad visual from scratch once the system is in place. A good system speeds up production.
Whether content still looks like the brand's when the brand name and logo are covered.
The gap between the price band customers guess and your actual price.
What you get
- Logo libraryAll variants in SVG, PNG and print formats. Source files included.
- Identity guidelinesTypography, color, grid and usage rules in one document.
- Template setReady-made layouts for ads, social media and product pages.
- Font license noteWhich font, under which license, with which usage rights. So there are no surprises later.
Which tools we use
Every account is opened in your name and the licenses are yours. When we part ways, the tools and the data stay where they are.
Figma
Adobe Illustrator
Adobe PhotoshopFrequently asked questions
Do we have to change our logo?
No. Changing a logo that works resets the recognition it has built up. In most cases the logo stays and the system around it — typography, color, spacing — is built. We recommend a change only if the logo is illegible, can't be applied or contradicts the brand's current positioning, and we put the reasoning in writing.
How many options do you present?
Two. Two genuinely different directions, each with its reasoning. Presenting ten variants doesn't make choosing easier; it reduces the decision to taste and drags the process out. There are revision rounds on the chosen direction, but we don't open a third.
Do you also handle trademark registration?
No — registration is work for a trademark attorney, and we aren't one. During design we run a similarity search and flag anything we see as risky; you file the registration with your trademark attorney. We recommend registering — it's the document that helps most when taking down impersonation accounts.
Related services
This service can be booked on its own, but it works best together with these three:
Positioning, message architecture, category analysis, defining the brand's karat.
BrandPackaging & Label Design
Box, label, inner print and the unboxing moment: the one place where the brand speaks physically.
ProductionAd Creative Production
Static, video and UGC ad assets produced and tested against a hypothesis.
Take it on its own, or as part of a partnership.
Brand Identity & Logo can also be done as a standalone project: clear scope, clear timeline, no 12-month commitment. In a full partnership, it runs alongside the other work your brand needs, handled by the same team. We decide together on the discovery call which suits you.