Brand Identity Design
The system that keeps everything consistent after we hand over.
- 2–5 weeks depending on scope
An identity is what stops a brand drifting. Without one, the logo gets stretched, a designer picks a different orange, somebody uses whatever font was on their laptop, and within a year nothing matches.
We build the whole system — the mark and its variations, a typographic hierarchy, colour specified separately for print and screen, photography direction, iconography, and the applications that prove it works.
Then we document it, so your printer, your web developer and a new marketing hire can all apply it correctly without asking you.
Work we have delivered
Pieces we produced for real clients. Never stock, never a template.
What's included
- Brand discovery and positioning workshop
- Moodboards and written creative direction
- Logo system with full variations
- Typographic hierarchy and licensing guidance
- Colour palette for print, screen and Pantone
- Photography and illustration direction
- Icon and graphic element system
- Application design — stationery, signage, social, packaging
- Brand guidelines document
How we work
- 01 Discovery Business, audience, competitors and what the brand must signal.
- 02 Direction Moodboards and written creative direction agreed before designing.
- 03 Concepts Two to three distinct directions, presented in context.
- 04 Build the system Variations, typography, colour and applications.
- 05 Handover Guidelines document and every source file in vector format.
What you receive
- Complete logo system
- Typography and colour specification
- Graphic element library
- Application designs
- Brand guidelines PDF
- All source files
Questions people ask
What is the difference between a logo and an identity?
A logo is one asset. An identity is the system — typefaces, colours, imagery, layout rules — that keeps every future asset consistent with it.
How long does a full identity take?
Three to five weeks. The discovery and direction stages take real time, and rushing them is what produces identities that get replaced in two years.
Will fonts cost extra?
We default to high-quality open-source typefaces with no licence cost. If a commercial face is genuinely better, we will say so and you decide.
How a mark is made
Nobody draws a logo freehand.
It is built on a grid, so the spacing between the A and the N is the same relationship as the spacing between the T and the E. That is the difference between a mark that looks right at any size and one that only looks right at the size it was drawn.
Then it gets tested — weights, widths, spacing, and what survives when you take the colour away.
Redesigns
The mark on the left is what walked in the door.
A rebrand is not a fresh start. The job is to keep whatever recognition the old mark earned and throw away the rest.
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USHA Paints
The old mark had two competing weights and no shape of its own. The redesign keeps the equity in the name and gives it a container that survives being stencilled on a tin.
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Creative Concepts
A typed superscript replaced with a drawn monogram — the same two letters, but now something that can be embroidered, embossed and read at 12mm.
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SHEEN to Twani
A full rename, in two moves. The leaf that was decoration in the middle version becomes the stem of the t in the final one.
One brand, sixteen answers
You see one logo. There were fifteen others.
Presenting a single option is a way of hiding the work. Every route below was drawn properly, set on four different grounds, and shown side by side — because the only way to know a mark is right is to see what it beat.
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Four families, sixteen routes -
Each one tested on four grounds -
The chosen mark, specified in Pantone
The wall
Marks we have drawn or rebuilt.
27 of them
