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Brand Development
Name, identity, tone and the guidelines that stop your brand looking different on every channel it appears on.
The problem
A logo is not a brand.
Most small brands have a logo, three different fonts, four versions of their colour, and a description that changes depending on who is writing it. Customers notice the inconsistency even when they cannot name it.
Brand development is mostly deciding things once and writing them down.
What is included
Identity, language and the rules.
- Positioning: what the brand is for, and who it is not for
- Name and tagline development where needed
- Logo design with the variations you will actually need
- Colour palette with exact values for print and screen
- Typography pairing with licensing sorted out
- Tone of voice, with examples of right and wrong
- Messaging: the one-line, the paragraph and the full version
- Brand guidelines document your team and vendors can follow
- Templates for the formats you use most
Why guidelines matter
The document is the deliverable
A logo file solves one afternoon. Guidelines solve the next three years, because every designer, printer, agency and intern who touches the brand afterwards has something to follow.
Ours are written to be used rather than admired: exact values, real examples, and a short list of things never to do.
Questions
How long does it take?
A focused identity project usually runs four to eight weeks depending on how many rounds of feedback are needed and how quickly decisions get made on your side.
Do we own the logo?
Yes. Full rights transfer to you on final payment, along with the source files. Font licensing is separate and we will tell you exactly what you need to buy.
Can you refresh instead of starting over?
Often that is the better answer. If the existing brand has recognition, a refresh keeps that equity and fixes the inconsistency, at a fraction of the cost.
What if we do not like the first direction?
The process includes revision rounds, and the positioning work up front exists precisely so the first direction is not a guess. If it is genuinely wrong we go again.
Start here
Free brand review
Send us your logo, your website and two recent posts. We will tell you where the brand is contradicting itself.
Request the brand review
No obligation. We will tell you honestly whether we are the right fit.