VISUAL IDENTITY
“Our brand looks different everywhere”
A brand that looks as professional as the work you deliver.
A distinctive logo and a consistent visual system, designed for the places your business shows up. Clear rules and usable files help your team keep it that way.
For a new brand, a refresh or a visual system your team can use consistently.
VISUAL IDENTITY / 02 / 04
One clear system. Every touchpoint.
Logo — Primary and flexible marks
System — Colour, type and visual rules
Use — Files and guidance for every channel
LOGO · SYSTEM · APPLICATION
One identity for your website, materials and team.
A USEFUL STARTING SCOPE
Build an identity that works everywhere.
Logo essentials: primary and secondary marks.
A considered palette, typography and visual rules.
Ready-to-use files and practical guidelines.
CAPABILITIES
Everything that can go into your identity.
Ten capabilities, the extensions that build on them and what helps your team and partners apply the identity.
01
Core visual identity
The non-negotiable visual foundations of your brand.
02
Supporting visual language
Extends the identity beyond the logo, for flexibility and depth.
03
Application and usage
So the identity is applied consistently and correctly across real channels, by your team and partners.
Is visual identity the right fit?
BEST FOR
Founders who need more than a standalone mark. Teams whose website, decks and social presence no longer look related. Established businesses ready to refresh an identity and use it consistently.
NOT FOR
A copied trend or a cosmetic logo swap without a clear brief. If your audience, offer or positioning is still unsettled, we begin with Brand Strategy & Messaging before designing the visual system.
Choose the right identity scope.
I1 · LOGO ESSENTIALS
A primary and secondary mark, essential variations and ready-to-use files for a focused start. Best when the brand direction is already clear.
I2 · VISUAL IDENTITY FOUNDATION
The logo system plus colour, typography and core visual rules, with examples your team can apply across common touchpoints.
I3 · VISUAL IDENTITY SYSTEM
A fuller language for growing brands: flexible assets, layout direction, application examples and a practical guide for consistent use.
I4 · CUSTOM SCOPE
A tailored identity, refresh or extension around your current assets, audiences and rollout needs. We agree deliverables and handover before design begins.
POSSIBLE EXTENSIONS
A variations pack, sub-brand, focused refresh, team onboarding or vendor handoff. Digital & Print Materials can apply the system to decks, social, print and other assets.
From scattered ideas to a shared direction.
Four stages, with clear decisions and client input at each step.
HOW IT WORKS
We confirm the goals, research, deliverables, decision makers, fee and client responsibilities in writing. After discovery, you complete and validate the remaining inputs. We then agree milestones and revision windows and lock the scope. Later changes are assessed for their effect on cost and timing.
You review the direction and provide consolidated feedback at the agreed points. Timely, complete input is needed to keep the schedule. Final review confirms the agreed work; delivery of the strategy, guidance and next steps completes that scope. Further design, copywriting or implementation is agreed separately.
01
Understand the business
Review the current brand, your goals, audience and the decisions at stake.
Your part: share context and involve the people who will approve the direction.
02
Develop the direction
Research the agreed questions and work through positioning, offers and messaging.
Your part: challenge and validate the emerging direction.
03
Apply & refine
Test the messages against relevant pages, pitches or client scenarios.
Your part: give consolidated feedback on clarity and accuracy.
04
Hand over & align
Deliver the strategy, examples and practical next steps.
Your part: confirm the guide and assign ownership for its use.
Practical questions. Clear answers.
Scope, costs and ongoing responsibilities should be clear before you commit.
BEFORE YOU COMMIT
Yes. If your positioning and requirements are clear, a focused logo project is a valid starting point. We explain what that includes and what a broader identity system would add.
No. We review the current identity and agree what to keep, refine or replace.
A full identity includes agreed application examples. Finished social template sets, presentations and marketing assets are itemised separately when required.
The proposal identifies final and editable deliverables and usage rights. Third-party fonts, images or assets may have separate licences.
We need a clear direction to design against. We can work with your existing strategy or scope the missing decisions with you.