Sep 28, 2026
What a brand identity actually includes
A logo is only one piece. Here's what a full brand identity covers, and why the pieces matter more together than on their own.
Branding
Guide
Branding
Foundations
It starts with how you want people to feel, not with a logo.
Before anything gets designed, we get clear on three things: who you serve, what makes you different, and the personality you want people to feel. Playful or premium, bold or calm, local or global.
Every visual choice that follows comes back to those answers. Skipping this step is why so many brands look nice but are easy to forget.
Toolkit
These are the core pieces of a visual identity.
A complete identity usually includes:
A logo and its variations: the main version, an icon, and a one-colour version.
A colour palette, with exact codes for print and screen.
Typography: the fonts you use for headlines and for everything else.
An imagery style, so your photos and graphics feel like they belong together.
Graphic elements such as patterns, shapes and icons.
A tone of voice, so you sound like yourself everywhere you write.
All of it is gathered into brand guidelines, so anyone producing work for you, from a printer to a new hire, gets it right.
In the wild
An identity only works when it shows up the same way everywhere.
Your identity shows up on your storefront, packaging, uniforms, merch, website, social posts, and even your invoices. When all of those look and sound like the same brand, people start to recognise you without reading your name.
That's why we work across branding, merch, websites and marketing: so the identity we create together is the one your customers actually see, everywhere they meet you.
Thinking about a new identity or a refresh? Tell us about your business and we'll show you where to start.
FAQ
01
How do I choose the right package for my business?
02
Can small businesses or startups afford your services?
03
Will I be involved in the process?
04
How do you make sure my brand stands out?
05
What if I want more than the initial designs?
06
Do you provide support after the project is completed?
07
What does a project look like?
08
Do I need to know how to code or design?
Sep 28, 2026
What a brand identity actually includes
A logo is only one piece. Here's what a full brand identity covers, and why the pieces matter more together than on their own.
Branding
Guide
Branding
Foundations
It starts with how you want people to feel, not with a logo.
Before anything gets designed, we get clear on three things: who you serve, what makes you different, and the personality you want people to feel. Playful or premium, bold or calm, local or global.
Every visual choice that follows comes back to those answers. Skipping this step is why so many brands look nice but are easy to forget.
Toolkit
These are the core pieces of a visual identity.
A complete identity usually includes:
A logo and its variations: the main version, an icon, and a one-colour version.
A colour palette, with exact codes for print and screen.
Typography: the fonts you use for headlines and for everything else.
An imagery style, so your photos and graphics feel like they belong together.
Graphic elements such as patterns, shapes and icons.
A tone of voice, so you sound like yourself everywhere you write.
All of it is gathered into brand guidelines, so anyone producing work for you, from a printer to a new hire, gets it right.
In the wild
An identity only works when it shows up the same way everywhere.
Your identity shows up on your storefront, packaging, uniforms, merch, website, social posts, and even your invoices. When all of those look and sound like the same brand, people start to recognise you without reading your name.
That's why we work across branding, merch, websites and marketing: so the identity we create together is the one your customers actually see, everywhere they meet you.
Thinking about a new identity or a refresh? Tell us about your business and we'll show you where to start.
FAQ
01
How do I choose the right package for my business?
02
Can small businesses or startups afford your services?
03
Will I be involved in the process?
04
How do you make sure my brand stands out?
05
What if I want more than the initial designs?
06
Do you provide support after the project is completed?
07
What does a project look like?
08
Do I need to know how to code or design?
Sep 28, 2026
What a brand identity actually includes
A logo is only one piece. Here's what a full brand identity covers, and why the pieces matter more together than on their own.
Branding
Guide
Branding
Foundations
It starts with how you want people to feel, not with a logo.
Before anything gets designed, we get clear on three things: who you serve, what makes you different, and the personality you want people to feel. Playful or premium, bold or calm, local or global.
Every visual choice that follows comes back to those answers. Skipping this step is why so many brands look nice but are easy to forget.
Toolkit
These are the core pieces of a visual identity.
A complete identity usually includes:
A logo and its variations: the main version, an icon, and a one-colour version.
A colour palette, with exact codes for print and screen.
Typography: the fonts you use for headlines and for everything else.
An imagery style, so your photos and graphics feel like they belong together.
Graphic elements such as patterns, shapes and icons.
A tone of voice, so you sound like yourself everywhere you write.
All of it is gathered into brand guidelines, so anyone producing work for you, from a printer to a new hire, gets it right.
In the wild
An identity only works when it shows up the same way everywhere.
Your identity shows up on your storefront, packaging, uniforms, merch, website, social posts, and even your invoices. When all of those look and sound like the same brand, people start to recognise you without reading your name.
That's why we work across branding, merch, websites and marketing: so the identity we create together is the one your customers actually see, everywhere they meet you.
Thinking about a new identity or a refresh? Tell us about your business and we'll show you where to start.
FAQ
How do I choose the right package for my business?
Can small businesses or startups afford your services?
Will I be involved in the process?
How do you make sure my brand stands out?
What if I want more than the initial designs?
Do you provide support after the project is completed?
What does a project look like?
Do I need to know how to code or design?