Brand identity design services
A brand identity your business can build from
Most brands launch with a logo that was designed in a day and guidelines that live in one PDF nobody reads. Redefine delivers a brand identity system: logo, colors, typography, voice, and usage rules your whole team can apply consistently across every touchpoint.
30+ brand systems deliveredEcommerce and B2B brands
Every brand identity engagement includes
- Logo system with primary and secondary lockups
- Color palette with accessibility contrast ratios verified
- Typography scale and usage rules your development team can build from
- Brand guidelines document covering voice, tone, and application rules
- Full Figma source file at handoff, yours to keep and extend
The cost of a generic brand identity
The old way builds a logo. The right way builds a brand.
The old way: logo-only approach
A logo is designed in isolation. Nobody wrote down what it means or when to use it.
Colors are picked because they "look nice." No contrast checks. No hex codes in a system.
3 people on your team are using 3 different fonts in your marketing materials this month.
The logo file is a JPEG from 2019. The web version is blurry. Nobody has the original.
Every new hire has to guess at brand voice. Every new vendor needs a brand briefing call.
The right way: a brand identity system
A logo system with primary, secondary, and monochrome lockups, each with clear usage guidance.
A named color palette with hex, RGB, and CMYK values. Contrast ratios documented for WCAG compliance.
A typography scale with approved pairings, size rules, and weight guidance. One source of truth for every designer and developer.
Logo files in SVG, PNG, and PDF at every needed resolution. Organized in a shared folder with naming conventions.
A brand voice chapter: what the brand sounds like, what it never says, and 10 written examples that make the tone clear.
Before and after brand identity design
See what a complete brand identity system looks like
Toggle between a fragmented starting point and what a structured brand identity system delivers. The difference is what gets built on top.
Logo
InconsistentJPEG only, blurry on retina
No clear-space rules
1 version, placed everywhere
Colors
UndocumentedNo hex value saved
Contrast ratio unknown
No secondary palette defined
Typography
No rulesMarketing team uses Arial
Website uses a different font
No size scale documented
Brand voice
UndefinedEvery person writes differently. No shared tone. Customers notice the inconsistency even if they cannot name it.
Brand guidelines
MissingNo written rules. Every new vendor, designer, or employee has to guess at how to represent the brand. The guess is usually wrong.
Logo system
4 lockupsPrimary, horizontal lockup
Stacked, social and app icon
Monochrome, light and dark
Color palette
WCAG AAPrimary
#1d1d1f · Contrast 4.5:1
Accent
#923ef2 · Defined usage
Typography scale
Full systemDisplay: 48px · Bold
Heading: 32px · Semibold
Body: 17px · Regular
Brand voice
Documented10 written tone examples. What the brand says and what it never says. Includes a messaging guidelines guide.
Brand guidelines
Complete, ready to share
Logo rules
Color system
Typography
Brand voice
Usage guidelines
Usage restrictions
Brand identity deliverables
Everything in the brand identity system
Logo system
Primary, secondary, stacked, and monochrome variants. Every lockup exports at print and screen resolution. Clear-space and minimum-size rules included.
- SVG, PNG, PDF at every resolution
- Light and dark background variants
- Social, favicon, and app icon crops
Color system
Primary, secondary, and neutral palettes. Every color named and documented with hex, RGB, and CMYK. Accessibility contrast ratios verified for WCAG 2.1 AA.
- Named tokens your development team can use directly
- Usage rules: where each color appears
- Print and screen color profiles
Typography scale
Heading, subheading, body, caption, and label styles. Font pairings for display and text. Size and weight rules for both web and print. Loaded into the Figma system.
- Licensed font recommendations included
- Web-safe fallback stack for development
- Line-height and letter-spacing values
Brand guidelines
A written document covering every system component with correct usage rules, incorrect usage examples, and real-world application examples for web, print, and social.
- PDF for sharing and Figma for teams
- Wrong-use examples that prevent mistakes
- Application examples across channels
Brand voice
Tone, vocabulary, and communication rules written so any team member can represent the brand consistently. Includes 10 before-and-after copy examples that show the difference tone makes.
- Personality attributes with examples
- Words we use and words we avoid
- Tone by channel: web, email, social, support
Figma source file
Every component, color token, and text style in a shared Figma file your design team can extend. No subscription dependency. Full ownership transferred at close.
- Organized layers and component names
- Brand color variables ready for development handoff
- Yours to use. No ongoing license needed.
Brand identity pricing
Scoped before work begins. Line-by-line proposal returned in 3 days. No hourly billing mid-project.
Scope depends on brand depth needed: new brand from scratch, refresh of an existing system, or logo-only engagement. Every engagement starts with a briefing call.
Client result
A brand identity that became the foundation for a higher-trust ecommerce presence
Colonial Trading Co Ltd
Ecommerce · BigCommerce · BrandingBrand system
0
Complete brand system delivered
Logo, color, typography, voice, and guidelines unified into one cohesive system
Touchpoints covered
0
Brand touchpoints aligned
Digital, physical, ecommerce, and print all using the same brand system
Primary outcome
Higher
Trust and credibility perception
Brand positioned to attract collectors and new buyers with consistent professionalism
Colonial Trading Co Ltd is a specialist ecommerce business serving collectors and buyers of heritage items, where brand credibility is directly tied to purchase confidence.
The problem
The existing brand identity did not reflect the trust, quality, and heritage associated with the business. Product categories were unclear, and the branding failed to communicate the premium nature of the inventory to collectors and high-intent buyers.
What we delivered
A refreshed brand identity beginning with a logo redesign that emphasized heritage, craftsmanship, and credibility. Comprehensive brand guidelines were created to ensure consistent application across digital and physical touchpoints. The ecommerce user experience was redesigned to present high-value inventory clearly.
Primary service
Brand identity design
Also delivered
Logo, user interface design, BigCommerce
Key outcome
Cohesive brand system strengthening recognition and consistency across all touchpoints
What makes Redefine different
Brand identity that your team can use, not just admire
Most agencies deliver a beautiful PDF. Your team opens it once, then goes back to guessing. Redefine delivers a system designed for actual usage by real teams.
Built for developers, not just designers
Color tokens, type scales, and spacing values are formatted for immediate use in code. Your developers do not need to interpret a PDF to implement the brand system.
Accessibility verified before handoff
Color contrast ratios are tested against WCAG 2.1 AA before the brand is signed off. You do not need to discover accessibility problems after your brand ships.
Strategy before design, every time
Brand research and positioning happen before a single logo concept is presented. Design decisions trace back to business goals and audience expectations, not aesthetic preferences.
Wrong-use examples included
Guidelines that only show the correct use leave teams guessing at the boundaries. Our brand guides include explicit wrong-use examples so misapplication is obvious before it happens.
Ecommerce-ready from the start
Every brand system is tested against real ecommerce contexts: product page, checkout, email, and packaging. Brand decisions that look good in isolation but fail in the cart are caught before handoff.
Full team ownership at close
The Figma source file, all export files, and all documentation transfer to you at project close. No ongoing retainer. No tool dependency. Your brand is yours.
Common questions
Questions buyers ask about brand identity design services
A logo is a single mark. A brand identity is the complete system your business uses to represent itself consistently: logo and its variants, color palette, typography, brand voice, usage guidelines, and application rules. Without the system, the logo is just a graphic. With the system, the logo becomes the anchor point of a recognizable presence that applies consistently across every touchpoint.
A complete brand identity system runs 4 to 8 weeks depending on scope. A logo-only engagement runs 2 to 3 weeks. A full brand identity including logo, color, typography, voice, and guidelines runs 6 to 8 weeks. Timeline is agreed in the proposal before Sprint 1. The scope determines the timeline, and the proposal states both before any work begins.
Yes. A brand refresh updates or modernizes specific elements without replacing the full identity. This might mean refining a logo, formalizing a color palette, or adding missing components like typography or voice guidelines. The brief determines which elements to keep and which to evolve. We scope the refresh after a briefing call where we review your current assets.
Both. New brands need to build a system from scratch with no legacy constraints. Established brands often need to formalize or modernize a brand that has drifted inconsistently over years. The brief determines the approach: new-build, refresh, or formalization of an informal identity.
At close you receive: all logo lockups in SVG, PNG, and PDF at every resolution; the Figma source file with every color token and text style; the brand guidelines PDF; and an organized file folder following a naming convention your team can use. Everything transfers to you with full ownership. No ongoing license or tool dependency.
Is this right for you?
Brand identity design that fits your situation
Good fit
- New brands that need a complete identity system before launching
- Established brands whose visual identity has drifted inconsistently and needs formalizing
- Ecommerce brands preparing for a website redesign that needs a brand system first
- B2B businesses that want brand credibility to match their product quality
Not a fit
- Teams that need a logo by the end of the week and have no interest in a system around it
- Brands where the founder or chief executive will override any design direction based on personal preference
- Projects where 10 stakeholders need to approve every concept, brand by committee fails
Not sure? Tell us your situation and we will be straight with you.
Submit your brief
No commitment. No pitch.
Tell us about your brand, what you currently have, and what you want your identity to communicate. We scope the engagement and return a proposal within 3 business days.
Call within 48 hours
A senior brand designer reviews your brief and calls to understand your business
Scoped proposal in 3 days
Phase-by-phase breakdown with timeline and investment
Sprint 1 within 1 week of sign-off
Brand research and discovery begin the week you sign
Your team's involvement in a brand identity project is 2 to 3 hours per week: a discovery call, feedback on concepts, and a final approval. Research, design, iteration, and documentation are ours to own.
Form
Call within 48 hours · proposal in 3 days · Sprint 1 within 1 week of sign-off
Response within 48 hours
Proposal in 3 days
30+ brand projects delivered
Full file ownership at close
Ready when you are
Submit a brief. Get a brand identity proposal. No commitment. No pitch.
Tell us what your brand currently looks like and what you want it to become. We scope it line by line and return a proposal within 3 business days.
Get My Brand Identity Proposal