What each capability includes.
Packages define what you get; capabilities define what is possible. Each card says what the work covers.
THE TEN
01
Core visual identity
The non-negotiable visual foundations of your brand.
Logo system
Primary visual identifier
✓ Primary logo
✓ Secondary variations: horizontal, stacked or simplified
✓ Responsive versions for digital, print and small formats
Colour palette
Visual consistency
✓ Primary, secondary and supporting colours
✓ Usage guidance for contrast and hierarchy
✓ Consistent application across all brand materials
Typography set
Brand voice in text
✓ Primary and secondary typefaces
✓ Hierarchy rules for headlines, body text and interfaces
✓ Clarity and consistency in digital and print
02
Supporting visual language
Extends the identity beyond the logo, for flexibility and depth.
Brand patterns
Visual language
✓ Supporting graphic elements and patterns
✓ Derived from your identity, for stronger recognition
✓ Flexibility beyond logo-only applications
Image direction
Visual storytelling
✓ Guidance on photography, illustration or visual style
✓ Consistent mood, framing and subject choice
Iconography
Functional visuals
✓ A custom or curated icon style
✓ Aligned with your brand
✓ Ready for your website, interfaces and documents
03
Application and usage
So the identity is applied consistently and correctly across real channels, by your team and partners.
Social media styles
Channel application rules
✓ Visual rules for social layouts and typography
✓ Imagery treatment and format guidance
✓ Consistent social content without ongoing design work
Layout guidelines
Structure and hierarchy
✓ Rules for spacing, alignment and composition
✓ Visual hierarchy that stays clear
✓ For documents, presentations and digital layouts
Usage rules and examples
Correct application
✓ Correct and incorrect use of logo, colours and typography
✓ Clear examples your team and partners can follow
✓ Less misuse, more consistency
Editable file templates
Identity usage references
✓ Organised, editable reference files
✓ Correct use of logos, colours, typography and visual elements
✓ Starter files your team and partners can apply
Reference and starter files, not finished marketing or campaign materials.
04
Group
Intent
Extensions, where the identity goes next.
Work that builds on an existing identity: more logo versions, sub-brands and offers, or a refresh.
APPLY THE IDENTITY
Logo variations pack
Operational flexibility
✓ Additional logo lockups and variants
✓ Different backgrounds, formats and sizes
✓ Constrained placements
Builds on an existing logo system without redefining the identity.
Limited · best with an identity project
Sub-brand and offer visual alignment
Brand architecture support
✓ Visual alignment for sub-brands, services or offers
✓ Built from your existing identity
✓ Clear hierarchy and consistency
Requires a validated core identity, to avoid visual fragmentation.
Conditional · best with an identity project
Visual identity refresh
Evolution, not reinvention
✓ Targeted refinement of your existing identity
✓ Better consistency, clarity and usability
✓ Recognition preserved
Improves what exists; it does not redesign from scratch.
Standalone · for an existing identity
Your team runs it. We stay close.
Helping your team and partners adopt the identity and apply it correctly.
USE IT DAILY
Brand usage onboarding session
Identity adoption
✓ A guided session for your team
✓ The identity system, usage rules and reference files
✓ Everyone clear on how to apply the identity
Understanding and correct use, not new design assets.
Limited · best with an identity project
Vendor handoff support
External consistency
✓ A structured handoff to vendors or partners
✓ Correct interpretation and consistent application
✓ Less misuse across outsourced work
Does not include managing vendors or reviewing production work, unless specified.
Conditional · best with an identity project
Which package includes what.
The three packages carry the ten in different depths. Add-on means available with any package. Identities for complex brands are scoped on their own, below the table.
COMPARE
Core visual identity
Supporting visual language
Application and usage
Group
Extensions
Use it daily
Capability
I1
Logo design
price to decide
MOST CHOSEN
I2
Brand identity design
price to decide
I3
Full brand identity
price to decide
Logo system
✓ primary and one variation
✓
✓
tailored
Colour palette
✓ basic usage
✓
✓
tailored
Typography set
−
✓
✓
tailored
Brand patterns
−
−
✓
tailored
Image direction
−
−
✓
tailored
Iconography
−
−
✓
tailored
Social media styles
−
−
✓
tailored
Layout guidelines
−
−
✓
tailored
Usage rules and examples
−
✓ basic rules
✓
tailored
Editable file templates
exports only
✓
✓
tailored
Logo variations pack
add-on
add-on
add-on
tailored
Sub-brand and offer visual alignment
add-on
add-on
add-on
tailored
Visual identity refresh
−
−
−
tailored
Brand usage onboarding session
add-on
add-on
add-on
tailored
Vendor handoff support
add-on
add-on
add-on
tailored
Prices to be confirmed. The highlighted column is a placeholder until you decide which package to recommend.
Custom brand identity for complex brands
I4 · scoped per project
For brands with multiple products, channels or complex needs. Every capability above is scoped with you, together with the extensions your structure calls for.