New brands
Start-ups and new business lines that want to get logo, colour and typeface decisions right from the start and launch with a consistent look.
Service
Brand Identity & Design
Build a brand from scratch: name, logo, color palette, typography, brand book and all visual communication materials in a single design language.
What it is and who it is for
What is brand identity design, and who is it for?
Brand identity design is a project-based service that designs your logo, colours, typefaces and visual language as one system, so they are used consistently across your website, social media, advertising and print. You receive logo files, a colour and typography system, core applications and a set of brand guidelines (a brand book). It suits businesses launching a new brand, refreshing an existing one, or pulling together a look that has drifted apart across channels.
Brands being refreshed
Established businesses whose logo has dated and no longer reflects the quality or price position of what they sell, and who want to keep what their customers recognise.
Organisations with an inconsistent look
Teams using different colours, typefaces and logo versions on the website, social media, catalogues and packaging, and making every design decision from scratch.
Brands expanding abroad
Manufacturers and exporters who want their brand to look consistent and clear in another language, in the catalogues, websites and presentations they show to buyers in the UK, Europe or other markets.
Problems it solves
Which problems does it solve?
- The logo has dated and no longer reflects the quality or price position of the products.
- Each channel uses different colours, typefaces and logo versions.
- There are no brand guidelines, so staff and suppliers make every decision from scratch.
- There are no vector or source files for the logo, and printers and sign makers ask for files every time.
- Rights to the logo and design elements are unclear, with no written assignment from the designer.
Scope and deliverables
What is included, and what do you receive?
- Brand brief and review: target audience, competitors, positioning and existing visual assets
- Naming (if in scope): name proposals with a preliminary check of domain names and social media handles
- Logo and symbol design: primary logo, horizontal and stacked versions, small-size and single-colour versions
- Colour palette with screen (RGB, HEX) and print (CMYK, and Pantone where needed) values
- Typography system: heading and body typefaces, rules for use and licence details
- Visual language: rules for photography, icons and graphic elements
- Core applications: business cards, letterhead, presentation template and social media design templates
- Tone-of-voice guide
- Brand guidelines (brand book); the scope is set out in the proposal
- Handover pack: vector (SVG, PDF, EPS) and source files plus ready-to-use files for screen and print, with rights to the logo and original design elements assigned to you by contract
Process
How does the work progress?
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Brief and review
We talk through your brand, customers, competitors and the position you are aiming for, and review your current logo and material. What stays, what changes and who signs off are agreed in writing at this stage.
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Concepts
We present logo and visual-language directions based on the brief, shown in real use such as signage, social media, packaging and presentations, and choose the direction to develop together.
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Development and revisions
We turn the chosen direction into a system of colours, typography and applications. The logo is tested at small sizes, in a single colour, on light and dark backgrounds, on screen and in print; the number of revision rounds is set out in the proposal.
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Guidelines and handover
We prepare the brand guidelines and hand over all files in a clear folder structure. Rights to the logo and original design elements are assigned to you by contract; third-party fonts and stock images remain subject to their own licences.
Cost and timing
What determines the cost and the timeline?
Timeline: This is a project-based service with no monthly contract. A logo on its own usually takes a few weeks; a full identity with guidelines takes longer. Timing depends on the scope and how quickly feedback rounds are completed, and the delivery schedule is set out in writing in the proposal.
- Scope: a logo only, an identity system with colour and typography, or a full identity with guidelines
- Whether it is a new brand or a refresh of an existing one
- Whether naming is in scope
- The number of applications: stationery, presentations, social media templates, packaging, signage, catalogues
- The scope of the brand guidelines and tone-of-voice guide
- Any need for licensed typefaces or stock images (licence fees are shown separately)
Measurement
How do we measure success?
We do not promise rankings or a fixed result. We agree the measures below before work starts and report on them in writing.
- Fit with the brief
- Concepts and the final design are checked point by point against the target audience, positioning and usage needs written into the brief at the start.
- Legibility in use
- The logo is tested at small sizes, in a single colour, on light and dark backgrounds, on screen and in print; the test images are included in the handover pack.
- Complete handover
- The list of files, formats and applications in the proposal is checked item by item against the handover pack.
- Roll-out across channels
- At handover you receive a roll-out list showing which materials move to the new identity and in what order; if you wish, we review progress with you.
What we need from you
What do we need from you?
- A decision-maker at the briefing, and clarity on who has sign-off
- Your current logo, material and any old design files
- Examples of brands you like and dislike, and a list of competitors
- Timely feedback in each round, gathered into one set of comments
- If you plan to register a trade mark, a trade mark attorney: clearance searches and filing with TÜRKPATENT (the Turkish Patent and Trademark Office) or the UK Intellectual Property Office are not part of the design service
A different solution
When is a different solution a better fit?
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If your logo works but is used inconsistently
Rather than a full redesign, writing colour, typography and usage rules around your existing logo may be enough; we weigh this up together in the first call.
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If your target audience and positioning are not yet decided
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If your logo and colours are fine and what you need is a new website
Frequently asked questions
FAQs about Brand Design
What is a brand identity?
A brand identity is the visual system that makes sure a brand's logo, colours, typefaces and visual language are used to the same rules across every channel. Our work covers logo and symbol design, a colour and typography system, business cards, letterhead, presentation and social media templates, a tone-of-voice guide and brand guidelines; which of these you need is set out in the proposal.
What is a brand book?
A brand book, or set of brand guidelines, defines in one document how the logo is used, along with the colours, typefaces, visual language and tone of voice. It means your staff and suppliers, such as printers, sign makers and agencies, make the same decisions every time. Its scope and contents are set out in the proposal.
What affects the price of logo design?
Whether you need a logo only or a full identity with colour, typography and guidelines, whether it is a new brand or a refresh, whether naming is included, and how many applications are delivered. If licensed typefaces or stock images are needed, their licence fees are shown separately. We listen to what you need in a free initial call and send a written proposal.
Who owns the rights to the logo and designs?
Rights to the logo and original design elements are assigned to you by contract; third-party fonts and stock images remain subject to their own licences. Vector and source files are handed over to you, and the guidelines record which typeface is used under which licence.
Can I register my logo as a trade mark?
The application is made by you or your trade mark attorney: in Türkiye with TÜRKPATENT (the Turkish Patent and Trademark Office), in the UK with the Intellectual Property Office. Whether a logo can be registered cannot be guaranteed at the design stage, so if you plan to register it, we recommend running a clearance search before the design is finalised.
How long does it take, and how does the contract work?
This is a project-based service with no monthly contract. A logo on its own usually takes a few weeks; a full identity with guidelines takes longer. Scope, the number of revision rounds, the delivery schedule and the payment plan are set out in the written proposal.
Will a refresh cost us the recognition we have built?
A refresh does not have to mean starting from scratch. We look at the elements customers recognise, such as a colour, shape or symbol, and decide together at the briefing what to keep; at handover we also give you a list of which channels to update and in what order.
Other services
Other disciplines we work with
Contact
Where do we start the conversation about Brand Design?
Tell us briefly about your brand, send your current logo if you have one, and say what you would like to change. In a free 30-minute call we work out together whether you need a logo only or a full identity, and send you the scope and timeline in writing.
Pan Innovation House works from its head office in Gaziantep, Türkiye, and its office in London, United Kingdom.