What it is
Not just a logo file. The full set of decisions that makes everything you create afterward faster and more consistent.
Plenty of businesses buy a logo and discover it solved almost nothing. They still don't know which blue to use, which font goes with it, or why their posts look slightly different every time. The logo was never the hard part. The system around it is.
A proper identity answers those questions once, so you stop relitigating them weekly. It gives you a palette with rules, type with a job for each weight, and enough worked examples that anyone, including a future contractor, can make something that looks like you.
A system, not just a logo
A logo on its own leaves you guessing every time you make a post. A system tells you which colors, fonts, and layouts to use, so everything you make afterward is easier.
Recognizable at a glance
Consistent color and type mean people start knowing a post is yours before they read the handle. That familiarity is what turns a follower into a customer.
Built to survive real use
Designed to work small on a profile photo, wide on a website header, and in one color on packaging, not just beautiful on a presentation slide.
Accessible on purpose
Color pairings are checked for real contrast, so your text stays readable for everyone, on every background you'll actually use.
Case study: the Tide brand
The system you're looking at right now, and everywhere else it has to work.
Tide Social Studio
The real test of an identity isn't the logo reveal, it's whether the thing still holds together two years later across places nobody planned for. Tide runs on one small set of decisions: five colors, one type family used three distinct ways, and a single script accent kept rare enough to stay meaningful.
Those same decisions render this website, the course PDFs, the emails that land in your inbox, and the social templates, without anything being redesigned in between. That's what a system buys you. It's also why the palette was contrast-checked from the start, using the same color science behind Pigment, our free brand toolkit.
Navy, cornflower, ocean, linen, and limoncello, each chosen and contrast-checked so any pairing stays legible.
A single family used with intent: heavy italic lowercase for headlines, upright and tracked for labels, plus a script accent.
One handwritten accent used sparingly, so it stays special instead of becoming decoration.
The same system runs the website, the course PDFs, the emails, and the social templates without ever being redrawn.
Your brand gets built to the same standard, and handed over so you can run it yourself.
What's included
Everything needed to start using the brand the week it's delivered.
The identity
- ✓Primary logo plus a secondary mark and favicon
- ✓A full color palette with accessible contrast
- ✓A type system for headings, body, and accents
- ✓A brand board you can hand to anyone
- ✓Simple usage guidelines, written in plain English
Ready to use
- ✓Social profile images and highlight covers
- ✓One print piece, such as a business card
- ✓Files set up for Canva so you can build from day one
- ✓All source and export files, yours to keep
- ✓Two weeks of support after handoff
How it runs
Four phases, roughly four to five weeks, with two clear decision points.
Discovery
A brand questionnaire and a kickoff call to get at the real material: who you serve, what you want to be known for, and what you never want to look like.
Two directions
You see two genuinely distinct routes, each shown in context rather than as a logo floating on white. You pick the one that feels right.
Build the system
The chosen direction becomes a full system: palette, type, marks, and applications, refined over a round of feedback.
Handoff
You get every file, the brand board, the guidelines, and a walkthrough so you know exactly how to use it without me.
What it costs
A clear starting point, and an honest list of what moves it.
That covers discovery, two design directions, the full system built out from the one you choose, all the applications and files listed above, the brand board and guidelines, and two weeks of support after handoff.
Split into two payments, half to book your slot and half at handoff. You get a fixed quote before anything starts, and full ownership transfers on final payment.
Questions
Two, and that's deliberate. Two well-developed directions shown in real context beat six half-finished logos on a white slide, which mostly just makes the decision harder.
It's rare, because discovery does the heavy lifting before anything is designed. If it happens, we talk about what missed and I develop a new direction at no extra cost. That's included, not an upsell.
Completely. On final payment, full ownership transfers to you along with every source file. There are no licensing fees and no ongoing usage terms.
Vector files for print and scaling, PNGs with transparent backgrounds for everyday use, favicon and social sizes, plus the brand board and guidelines as a PDF.
Yes, and the handoff includes files set up for it. Most clients live in Canva day to day, so it'd be odd to hand over something that only works in professional software.
If your name and positioning still fit and only the visuals feel dated, a refresh is often enough and costs less. We'll work out which one you actually need on the first call rather than defaulting to the bigger project.
Around four to five weeks. The main variable is feedback speed, since there are two points where the project waits on your decision.
No, that's a legal matter and I'm not a lawyer. I'll design something distinctive and can point you toward the process, but any trademark search or filing should go through a professional.
Tell us about your business and what you want to be known for. You'll get a clear scope and a fixed quote before anything begins.
Start a project