What you’re buying
What is brand identity design?
Brand identity design gives a company a short set of visual rules: a logo and its versions, colors with clear roles, typefaces, a layout grid and a few graphic elements. We try the rules on real materials, so every page, deck and post looks like the same company, whoever makes it.
A good logo helps. The rules are what make every new file look like you.
- LogoOne mark. On its own, it can’t make every file match.
- Visual identity What we designThe rules around it: logo set, colors, type, layout.
- BrandWhat people think and say about you. Every contact adds to it.
Before you rebrand
Do you need a new identity, or a refresh?
Not every B2B company needs a new logo. Your buyers already know you by a name, a color or a shape. We start from that and change only what doesn’t work, so clients still recognize you on day one.
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A refresh
- When
- Your logo still works, but colors, fonts and layouts drift from file to file.
- We keep
- The logo and what people know you by.
- We change
- Colors, type, layout rules and templates.
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A new identity
- When
- You’ve outgrown your look, or it no longer fits the buyers you sell to now.
- We keep
- What clients recognize, like a color or a shape, if it still serves you.
- We change
- The logo and the whole system.
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A first identity
- When
- You’re launching, and you know what you sell and to whom.
- We keep
- Your name and what you want to be known for.
- We change
- Nothing yet. We build the logo and the system from scratch.
The same plan and starting price for all three. Not sure which one you need? The free review answers it. Get a free review →
Criteria first
How we choose a direction
Before anyone draws, we agree with you on three or four things the design has to do. Every direction is checked against them in writing, so you choose with reasons, not by taste.
Your category
Most competitors look alike. That’s the look to avoid.
Criteria you approve
Three or four things the design has to do, agreed before anyone draws.
Three directions
Three different ideas, each with a written note against the criteria.
Chosen
The one that meets them. Two rounds of revisions turn it into the system.
If none of the three fits, we go back to the criteria with you and bring one new direction within the project price.
Timeline
How long does a brand identity project take?
Six weeks from the kickoff call to the files. You make three decisions along the way: the criteria, the direction and the finished system. The pace depends mostly on how fast reviews come back, so we agree on review days at the start.
What we need from youOne person who makes the final call, and about an hour a week for a call and feedback.
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Week 1 Discovery
Kickoff and review
We meet your team, collect what you use today and look at how your competitors present themselves.
You get: a one-page summary of what to keep and what to fix.
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Week 2 Analysis
Criteria and moodboards
We agree on the criteria and show moodboards for the look.
You decide: the criteria.
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Week 3 Strategy
Three directions
Three different directions, each on a real material, checked against the criteria.
You decide: one direction.
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Week 4 Strategy
The system
The chosen direction becomes rules for the logo, colors, type and layout. First round of revisions.
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Week 5 Execution
Materials
The system on your deck, document and LinkedIn templates, business card and signature, and a website first screen. Second round of revisions.
You approve: the system and the materials.
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Week 6 Execution
Guide and files
A short guide, all files and a handoff call with the people who will use them.
You get: the guide and all files.
Handoff
What your team gets at the end
Not a thick book nobody opens. A set of rules, templates and files your team can use the day after handoff.
The system
Your logo in every version you need, a color palette with a role for each color, typefaces for headlines and text, layout rules and a few graphic elements.
Up to five materials built in it
For example a deck template, a proposal or one-pager template, LinkedIn templates, a business card with an email signature, and a website first screen in the new style.
A short guide
What to use where, with examples of right and wrong, written for the people who make your next deck.
Files and rights
Logo files in SVG, PNG and PDF, colors in HEX, RGB and CMYK, the deck template in PowerPoint or Google Slides, Figma source files and a list of every font and image license. Once the project is paid, the identity and the files are yours.
Concept identities we made for briefs we wrote ourselves
Longshade , Real estate
- The brief
- A boutique developer in Dubai launches twelve courtyard homes for international buyers.
- The idea
- In Dubai heat, shade is the real luxury. The symbol is an arched pillar whose long afternoon shadow forms an L.
- The system
- Warm stone against a cool, deep shade color. Marcellus for headlines, Jost for text.
Varholm , Manufacturing
- The brief
- A family-owned maker of ball screws and linear guides, founded in Norway in 1986, starts selling to US machine builders.
- The idea
- Precision you can see. The symbol is a ball bearing in section, set on a signal-orange plate.
- The system
- Graphite, steel and one signal orange. Archivo Expanded for headlines, Chivo Mono for specifications.
Kellbrook , Advisory
- The brief
- An independent advisory firm helps family-owned companies plan succession and governance.
- The idea
- Calm authority for a conversation that spans generations. A seal with a K inside a double rule, set in Caslon.
- The system
- Oxblood on ivory, with charcoal text. Libre Caslon for headlines, Libre Franklin for text.
Crewfern , B2B software
- The brief
- Scheduling software for HVAC and electrical crews in the US, sold to teams of 5 to 200 technicians.
- The idea
- A full day, neatly fitted. The symbol is a fern frond made of job slots, one leaf per booking.
- The system
- Fern green and fresh lime, with sun yellow kept for urgent calls. Bricolage Grotesque for headlines, Instrument Sans for the product.
Team
Who does the work
An identity has to work on a site’s first screen, in a LinkedIn feed and in a sales deck. Our team builds websites and runs ad campaigns for clients too, so we design for those places from the first week.
Alex personally oversees every branding project.
Across the agency
- 2015founded
- 100+client projects
- 10+countries
- 20+industries
Most of our clients come to us through a recommendation. The work we do for them stays private unless they agree to share it. About us →
Pricing
How much does brand identity design cost?
A brand identity project starts at $X and takes six weeks. Before we start, you get one fixed price for the whole project. It covers everything below and doesn’t change unless you add materials or brands to the scope.
Brand identity
From $X
6 weeks
Included
- Review, criteria and moodboards
- Three directions, two rounds of revisions on the one you choose
- The system and up to five materials built in it
- A short guide, all files and a license list
What moves the price
- More than five materials or templates
- Sub-brands or product lines that need their own marks
Not included
Naming and trademark searches, brand strategy research, building a website, printing, and paid fonts or stock images. If you need any of them, we flag it before the project starts.
Questions buyers ask
Before you hire a branding agency
The short answer comes first. Open any question for the detail.
Who owns the logo and the files?You do, once the project is paid.
Once the project is paid, the final identity and all its files are yours: logo files, Figma source files and templates. Fonts and stock images keep their own licenses, so we list each one at handoff, and some may need a license in your company’s name. Before you launch a new logo, have a trademark attorney check that it’s clear to use.
Do we need a brand strategy first?Not if you know who you sell to.
If your offer and your buyers are clear, the kickoff, the review and the criteria give the design what it needs. If they aren’t, a new look won’t fix that, and we’ll say so in the free review, before you pay for anything. Research, positioning and messaging are separate work and not part of this project.
Should the identity come before the website?Yes. The site is built on it.
Your site’s design uses the colors, type and layout rules from the identity, so the identity comes first. If you need both, we plan them as one project, and the site design starts once the system is approved. The website first screen in this project shows the style. It isn’t a site design.
Do you use AI?Yes, to explore and draft. Designers decide.
We use AI tools to explore ideas and speed up drafts. The directions you see, the system and the files are made and checked by our designers. The concept identities on this page are ours, made with AI tools for briefs we wrote ourselves.
Why an agency and not a freelancer?For the system and the handoff around the logo.
A good freelancer can draw a strong logo. What we add is the work around it: criteria agreed before design, a system tried on your real materials, templates, files and a project manager who keeps six weeks on plan. If all you need is a logo, a freelancer may be the better buy.
What is the 3-7-27 rule of branding?A rule of thumb about repeat contact.
It says people need about 3 contacts to notice a company, about 7 to remember it and about 27 to trust it. It’s a rule of thumb, not research, and the numbers vary by source. The useful part is the idea behind it: buyers meet you many times before they buy, so every contact should look like the same company.
Contact
A new identity, a refresh, or just templates?
Tell us your site and what bothers you about how you look. You don’t need to prepare anything.
- 01We confirm the details within one business day.
- 02Before the call, we put your site, LinkedIn page and a recent deck, whichever you have, next to three of your competitors.
- 03On a 30-minute call, we show where your materials disagree and where you blend in, and tell you honestly what you need: a refresh, a new identity or just templates. Then a price and a plan, if you want to go on.