Brand Identity & Graphic Design

Logo, palette, typography and a brand guide people will actually use — so everything you publish afterwards looks like it came from one company rather than four.

The logo is the part clients focus on and the smallest part of the job. What determines whether a brand holds together is the system underneath it: which colours are allowed where, what the type does at every size, what happens when the mark has to go on a vehicle, a spreadsheet header or a 40×40 favicon. Without that, six months of separate decisions by separate people pull the whole thing apart.

Send us the brief, or send us what you have and we will tell you whether you need a rebrand or just a system applied to what already exists.

Who This Is For

• You are launching and have nothing beyond a name.
• Your identity was put together quickly years ago and no longer matches what you sell or who you sell it to.
• Everything you publish looks slightly different because there is no written rule for anyone to follow.
• You are about to invest in a website, an app or a campaign, and it makes no sense to design those against a foundation that is about to change.
• You have grown past the point where one person can personally approve every piece of material.

Who This Isn’t For

• If the problem is inconsistency, not the mark. If your logo has recognition and your materials simply contradict each other, you need a guide and an asset library, not a rebrand. That is a smaller and cheaper job, and we will say so.
• If you cannot name who decides. Identity work dies in committee. Before we start, we need one person with final say — not a shortlist of people who will each want a change.
• If you want a logo for under a hundred pounds. Marketplaces exist and they serve a real purpose. What they cannot give you is a system, a rationale, or clean vector originals with a copyright transfer.
• If your positioning is genuinely unsettled. Design cannot resolve a strategy question. If you do not yet know who you are for, that work comes first or the identity will be redone within a year.

What You Receive

• Primary logo plus the variants you will need in practice — horizontal, stacked, icon-only, single-colour and reversed for dark backgrounds.
• Every file format, including editable vector originals. Not just flattened PNGs.
• A defined colour palette with hex, RGB, CMYK and Pantone values, plus the accessible text and background pairings so nobody has to guess whether a combination is legible.
• A typographic system: heading and body faces, a size scale, weights and licensing that permits web use. We check the licence before we recommend a face, because a font you cannot legally embed is not a solution.
• A written brand guide covering usage, spacing, minimum sizes, misuse examples and tone of voice.
• Applied templates for the things you actually produce — stationery, social posts, presentation deck, email signature, document headers.
• Full copyright transfer on final payment, with the working files.

The Process

Discovery — half a day. Who you sell to, what they are choosing between, and how you want to be understood differently from the alternatives. We also look at the competitive set, largely to find out which visual territory is already crowded.

Direction — 1 week. Two or three distinct routes, each with reasoning attached. Genuinely distinct, not one idea in three colourways. The reasoning matters because it lets you choose on strategy rather than taste, and it is what makes the decision defensible internally.

Refinement — 1 to 2 weeks. One route developed properly, tested at real sizes and in real contexts: on a phone, in a browser tab, on a sign, in one colour on a fax-quality print.

System build — 1 week. Palette, type scale, the variant set, and the guide written so someone who was not in any of these meetings can follow it.

Application and handover — 1 week. Templates produced, files organised, guide delivered, copyright transferred.

Three to five weeks in total for most SMEs. The stage that overruns is almost always internal sign-off, which is why we ask about the decision-maker before anything else.

The Guide Is The Deliverable

Most brand projects are judged on the logo reveal and then quietly fail over the following year, because nobody wrote down what to do next. The mark stays constant while everything around it drifts: a slightly different blue in a proposal, a different typeface in a deck, a stretched logo in an email footer.

A brand guide is what prevents that, and it only works if people read it. Ours are short, specific and full of examples of what not to do, because prohibition examples are the part people actually retain. If your guide needs a designer to interpret it, it will not be used by the person putting together a last-minute exhibition banner — and that person is the one it exists for.

Print As Well As Screen

Stationery, signage, vehicle livery, exhibition graphics and packaging, supplied print-ready with correct bleed, colour profiles and specifications your printer will accept without a phone call. Screen-only identities that have never been near a press tend to reveal their problems the first time somebody orders business cards and finds the colour has shifted.

What It Costs

Quoted as a fixed price after the discovery conversation. What moves it: how many logo variants and applications you need, whether print production is in scope, whether there is an existing brand to migrate from and how much material would have to be reissued, and how many sub-brands or product marks sit under the parent.

A single-mark identity for a small business and a multi-brand system for a group with several trading names are different projects. We will tell you which one you are describing before quoting.

Related

A new identity usually wants somewhere to live — see web development — and something to run in, which is digital marketing and SEO. If the brand needs moving footage as well as static assets, see video production.

We check font licensing before recommending a typeface; the distinction between desktop and web embedding rights is set out clearly by the font licensing explainer.

Last reviewed 12 September 2026