A complete visual language — type, colour, imagery and tone — documented so it stays consistent as you grow.
A complete visual language — type, colour, imagery and tone — documented so it stays consistent as you grow.
People recognise colour, type, spacing and photographic treatment long before they recognise a mark. An identity that only defines the logo leaves every later decision to whoever happens to be making the next asset.
The mark and its variants, a type scale, a palette with defined roles, photographic direction, and rules for how it all behaves together — written down rather than held in someone's head.
The exclusions save the most arguments later. We document what the brand does not do as carefully as what it does.
Colour first, at a distance. Then typography, which carries more personality than most clients expect. Then the treatment of imagery. The logo comes fourth and often barely registers.
An identity defined only by a mark leaves every later decision to whoever makes the next asset, and within a year the brand is an average of six people's taste.
A brand that looks precise and writes like a press release is two brands. Words are the part customers spend the most time with and the part most often left undefined.
We document it the way we document colour: a few principles, words you use and words you avoid, and three before-and-after rewrites of your own copy. Examples teach faster than adjectives.
An identity is tested by its worst cases: reversed out of a photograph, embroidered at two centimetres, sitting beside five competitors on a partner's page, rendered as a sixteen-pixel favicon.
We specify those explicitly — minimum sizes, one-colour and reversed variants, clear space, and what to do when the background is uncontrolled.
Short, practical and full of examples, including what not to do. A hundred-page document nobody reads protects nothing.
You get the working files, every format you will realistically need, and a session with whoever will be applying it.