Visual Identity & Design
An identity your team can actually use, not just admire.
01.2 / Service
Visual Identity & Design
In short
What is a visual identity?
A visual identity is the system of logo, color, type and layout that makes a brand recognizable wherever it appears. We design the logo system and the rules around it, apply them to social media, decks, stationery and signage, and train your team to use them. You get master files, a brand book with decision rules and a template library.
The problem
The problem this solves
Without usage rules and practical files, a logo can appear inconsistently across channels. A visual identity system should support daily use with templates and clear guidance for the team.
Method
How we work
We design the system, not just the mark: every element ships with rules, templates and files engineered so the on-brand path is the fastest path. Identity decisions are documented with reasoning, so the brand survives new hires, new vendors and new channels.
When it fits
When this is the right call
Your logo exists as one PNG someone found in an old email, and every new vendor asks which version is the real one.
Three departments make their own social visuals and a stranger could not tell they are the same company.
You are entering a new market or opening a second location and the mark does not scale past a business card.
A rebrand was delivered as a deck two years ago and nobody has opened it since the launch post.
01.2 / In one line
Logo, brand book, asset systems
Scope
What's included
Logo system: primary, compact and usage variants
Color, typography and layout principles
Brand applications: social, decks, stationery, signage
Practical brand book with decision rules
Production-ready asset kit and templates
Team onboarding session
Scope shown is indicative: the final scope is agreed with you before work starts.
Deliverables
What you receive
Identity audit
A review of every place your brand appears now: what is inconsistent, what works and how far the change should go.
Logo system master files
Primary, compact and single-color versions as vector masters, with clear-space and minimum-size rules in each export.
Color and type specification
Palette with contrast-checked pairings for screen and print, a type scale with fallback fonts, and rules for combining them.
Brand book with decision rules
A short, practical document answering the questions people actually ask: which logo here, which color on this background, what to do when unsure.
Template library
Editable templates for social posts, presentations, documents and ads in the tools your team already uses, locked where it matters.
Structured asset folder
One shared folder with a naming convention, export presets and a change log, so the current file is always obvious.
Process
01 / 04
Direction
Two or three grounded visual directions, not fifty shallow options.
02 / 04
Design
The chosen direction built into a full system across real applications.
03 / 04
Systemize
Rules, templates and production files that make consistency automatic.
04 / 04
Hand over
Asset kit, brand book and a working session with your team.
Timeline
A first engagement, step by step
Week 1
Audit and briefing. We collect every current touchpoint, agree the positioning the identity must express and pick the applications the system is tested on.
Week 2
Two or three directions presented as real applications, not logos on white. You choose one, and the reasons are recorded.
Weeks 3-4
The chosen direction is built into the full system: logo variants, color, type, templates. You review at two checkpoints.
Month 2
Brand book and asset folder delivered, then a working session where your team builds a real post and deck with them.
Measurement
What we measure
Touchpoint consistency
The share of live channels using the identity correctly, checked one month after handover. Drift shows here first.
Template usage
How much of your team's output starts from a template rather than a blank file. That number is the brand's survival rate.
Legibility at minimum size
Whether the compact mark reads at favicon size and in single color. A mark that fails here fails everywhere small.
Vendor questions after handover
How many questions printers, developers and agencies send once they have the book. Fewer means the rules are clear.
Proof
Evidence, not adjectives
FAQ
Frequently asked questions
Do you also do rebrands or only new identities?
Both, including careful evolutions that keep accumulated recognition while fixing what does not work. The audit tells us how radical the change should be.
What files do I get?
Everything in production formats: vector masters, web and print exports, editable templates and a structured asset folder your team and vendors can use immediately.
Can you work from my existing strategy?
Yes, if positioning is already defined, we design against it. If it is not, we will say so, because design cannot fix an undefined story.
Is this a fixed project, and what changes the scope?
Fixed project. The scope moves with the number of applications, whether sub-brands need their own variants, and how much recognition must be preserved. A refresh of a known mark is smaller than a system built from nothing.
How long does it take and what do I need to provide?
Usually five to eight weeks. From you: a settled positioning or a willingness to define it first, one decision-maker who can choose a direction, and access to the people who will use the templates daily.
Do I own the source files, and can my own designer extend the system?
Yes to both. Every master file, font license note and template is handed over in editable form. The brand book is written for the person who joins after us, and we walk your designer through the reasoning.
Where to next
Keep going
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