Brand Identity

Brand Identity Packages

Overview A Brand Identity Package is a structured set of deliverables that defines how a company looks, sounds, and feels to customers. It creates consistency across touchpoints, builds recognition, and supports growth by aligning visual and verbal elements with business strategy.

Common Package Tiers

1. Basic — Startup Essentials

• Primary logo (color and black & white)

• Logo variations (horizontal, stacked, icon)

• Color palette (primary and secondary colors with HEX/RGB values)

• Type treatment (primary and secondary fonts or web-safe alternatives)

• Simple usage guidelines (clear space, minimum size, color usage)

• Basic file formats (SVG, EPS, PNG, JPG, PDF)

Best for: new businesses or founders needing a foundational identity quickly and affordably.

2. Standard — Growth-Ready Identity Includes everything in Basic, plus:

• Secondary/alternate logo lockups

• Submark and favicon design

• Expanded color system (accent palettes, neutrals)

• Iconography style and 10–20 icons

• Photography style and moodboard

• Business card and stationery templates

• Social profile assets and a set of post templates

• Brand guidelines (8–12 page PDF covering voice, imagery, typography, do’s and don’ts)

• Web-ready assets and basic layout suggestions

Best for: companies moving from launch to growth who need cohesive brand application across digital and print.

3. Premium — Strategic Brand System Includes everything in Standard, plus:

• Brand strategy session and positioning statement

• Comprehensive brand narrative (mission, vision, values, brand story)

• Tone of voice and messaging framework (tagline options, key messages, elevator pitch)

• Comprehensive brand guidelines (30+ page PDF with templates, grid systems, motion rules)

• Packaging design or product label templates

• Environmental graphics or signage concepts

• Motion and transition guidelines (logo animation, intro/outro assets)

• Website design mockups (home, subpage, responsive states)

• Onboarding assets and templates (presentations, internal docs)

• Handoff support and developer-friendly asset kit

Best for: established companies undergoing repositioning, product launches, or scaling and requiring a strategic, enterprise-ready system.

Optional Add-Ons

• Brand audit and competitor analysis

• Market research and customer persona development

• Naming and domain availability checks

• Copywriting for website, email templates, and campaigns

• Illustration systems and custom patterns

• Photography and videography shoots

• Ongoing brand management retainer

Deliverables and File Types

• Vector logos: AI, EPS, SVG

• Web assets: SVG, optimized PNG, JPG

• Raster: high-res PNG/JPG

• Print-ready: PDF with CMYK color profiles

• Source files and layered design files (AI, PSD)

• Brand guidelines PDF

Timeline Estimates

• Basic: 1–2 weeks

• Standard: 3–6 weeks

• Premium: 6–12+ weeks (depends on scope and research requirements)

Process Snapshot

1. Discovery: kickoff, stakeholder interviews, market context

2. Research: competitor review, customer insights, moodboard creation

3. Strategy: positioning, messaging framework

4. Design: logo concepts, iterations, visual system development

5. Documentation: compile guidelines, templates, and asset kit

6. Handoff: deliver files, developer notes, optional training

How to Choose the Right Package

• Startups/solopreneurs: Basic, with add-ons for naming or social templates

• Growing businesses: Standard for consistent cross-channel application

• Enterprises/scale-ups: Premium with research and governance components

Success Metrics

• Brand recognition and recall measurements

• Consistency across channels (audit scores)

• Engagement lift on digital channels (CTR, time on page, social engagement)

• Conversion rate improvements tied to rebrand or refreshed assets

• Internal adoption and speed of content production