What brand identity design covers

Brand identity is the set of visual and verbal decisions that make a business recognizable before anyone reads a word. It starts with a logo, but a logo on its own does not hold up once it meets a website, a menu, a van, a social profile and an invoice. The identity is the system underneath: color, typography, spacing, imagery, tone of voice and the rules for combining them.

What goes into an identity system

• A primary logo, with versions for small sizes, dark backgrounds and square profile images

• A color palette with exact values for screen and print, plus rules for contrast and accessibility

• Typefaces for headlines, body text and interface use

• Guidelines for imagery, icons and layout

• A short voice guide, so the words and the visuals sound like the same business

• Files in the formats a printer, a developer and a social media manager each need

When a business needs one

The usual signs are easy to spot. You have outgrown a logo you made yourself. Two locations or two founders present the business differently. You are about to launch a website and nothing is ready to put on it. You are changing what you sell, or who you sell to. Or a competitor looks so similar that customers cannot tell you apart.

Working together remotely

Lemurian Studios works with clients anywhere in the United States. Everything happens online, so your location does not change the process or the result.

Common questions

How is brand identity different from a logo?

A logo is one piece of the identity. The identity also covers color, type, layout rules, imagery and voice, which are what keep your materials consistent when many different people and tools produce them.

Do I need a brand identity before a website?

Not strictly, but the two work best together. Color and type decisions drive the web design. Settling them in the same project avoids redoing the site later.

What will I receive at the end?

The deliverables depend on the scope we agree on. You should expect the logo in the formats needed for print and screen, the palette and type specifications, and a guide that explains how to use the system.

Related services

• Logo design: marks that work at every size

• Web design: fast, responsive, search-ready websites

• Motion design and film: short films and web motion

To talk about an identity for your business, get in touch or email [email protected].