Logo and brand identity design
We develop a recognisable visual language for a product or company: logo, colour, typography, graphics and the rules for using them. The system has to work on a website, in a presentation and in everyday materials, not just in a design showcase.
Brand identity as the basis of recognition
A brand identity is a set of visual rules that lets people recognise a company before they read its name. Visual identity helps clients tell you apart from competitors, and consistency in the details builds trust: a tidy, coherent style reads as a sign of an orderly business. When the website, proposals and social profiles all look different, the identity never comes together and every asset has to be explained afresh.
Start with the brand brief
We clarify the product, audience, positioning and contexts before choosing colours or shapes. We discuss which associations to support and what the brand must not be confused with. An existing strategy informs the visual brief; unresolved strategic questions are identified separately.
What brand identity design includes
Identity design moves from meaning to applications: first the mark and core elements, then rules and examples of use. The scope is agreed in the brief, so you know which files and documents you will receive.
Logo and mark
A logo has to be recognisable and legible in a website header, an app icon and on a large format. We prepare primary, simplified and monochrome versions, along with clear-space and minimum-size rules. Trade mark clearance and registration are handled by a patent attorney: we do not carry them out ourselves, but we take the results into account if they run in parallel.
Colour, typography and typefaces
We define primary and accent colours and specify them for screen and print: RGB and HEX for digital, CMYK and Pantone where print requires it. Typefaces are chosen for Cyrillic support where needed, legibility and licensing, so the fonts can be used legally on the website and in documents.
Applications
The main focus is digital: website, social media, presentations, documents and email templates. Business cards, print, merchandise and packaging are included only when agreed in the brief, together with the printer's or manufacturer's requirements.
Brand book or guidelines: the difference
Brand guidelines are a technical document: how to use the logo, colours, typefaces, grid and graphics, which variants are allowed and what is off-limits. A brand book goes further, covering mission, values, positioning and tone of voice. A small company usually needs guidelines; a brand book makes sense when several teams and suppliers use the identity.
- Visual direction and composition principles.
- A logo and agreed application variants.
- Colour and typography systems.
- Graphic elements, imagery and example assets.
- Guidelines or a brand book for teams and suppliers.
New identity or rebrand
Logo and identity design from scratch suits a new company or product with no visual history yet. A rebrand starts with a review: what clients recognise in the current style, what has dated and what gets in the way on new applications. It is often wiser to keep the recognisable elements and rebuild the system around them than to change everything at once. If the website is being updated as well, we plan it as one project with a website redesign. If you already have an identity that no longer works, start with a brand audit: it shows what to keep and what to change.
Test the real applications
An idea that works at large sizes can get lost in a small icon. We review the mark and typography in representative settings, from a website header to a cover, profile and document. Digital legibility and contrast matter. Naming and legal clearance are separate scopes and are not implied by logo design.
Corporate identity in digital channels
Today a corporate identity mostly lives on screen, so we plan from the outset how the style will carry into interfaces. Colours, typefaces and graphics from the guidelines become the basis for web design and graphic design for social media and advertising. That way a new identity goes straight to work on the website and in communications.
What you receive
At the end of the project we deliver source files and guidance within the agreed scope, and rights to the logo and identity elements are transferred under the contract. The list of deliverables is set out in the brief in advance.
- Vector source files for the logo and its versions.
- Raster files for the website, social media and documents.
- A palette with colour codes and a list of licensed typefaces.
- Guidelines or a brand book with examples of use.
Our process
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Step 1
Research: we look at the market, audience and competitors' visual choices, and define touchpoints and points of difference.
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Step 2
Concept: we present two or three visual directions shown on key applications and choose one together.
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Step 3
Development: we refine the logo, palette, typography and graphics and test them on real materials.
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Step 4
Guidelines and handover: we compile usage rules and deliver source files within the agreed scope.
Cost and scope
The cost of brand identity design depends on three things: whether market and audience research is needed, how many applications are included and whether the identity is new or a rebrand that keeps some existing elements. A refresh of an existing mark, a core identity and a broad system with many applications are different tasks. To get an estimate, send us a company description, current materials and a list of touchpoints with your audience.
Frequently asked questions
How long does brand identity design take?
It depends on the depth of research, the number of applications and how quickly decisions are made. We draw up a stage plan after the brief; choosing the concept usually takes longer than the drawing itself.
Who owns the rights to the logo?
Rights to the logo and identity elements are transferred to the client under the contract. The scope of rights and the list of files are set out in the contract before work begins.
How many concepts do you present?
Usually two or three visual directions; the exact number is agreed in the brief. The chosen direction is then developed into a complete system.
Does a small company need a brand book?
Usually not: compact guidelines covering the logo, colours and typefaces are enough. A full brand book is worth it when several teams and suppliers use the identity.
Can we keep our existing logo?
Yes. The task may be to develop colours, typography, composition and digital usage around it.