Brand identity
A mark, its small version, colours, type and the rules, tested at every size in your brief.
Where logos usually fail
Hardly ever on the presentation slide. These are the four places we test first, because they are where an identity quietly stops working.
The browser tab
16 px
Fine lines and a long wordmark turn into a grey blur next to every other open tab.
A small version of the mark drawn for 16 and 32 px, not shrunk.
The van in traffic
30 m away
Thin strokes vanish, and light colours on white paintwork disappear in sunshine.
Stroke weights checked on a printed van side at full size.
The receipt printer
58 mm, one colour
Gradients and tints print as solid black or not at all.
A one-colour version, printed on your own till.
The embroidered shirt
40 mm
Small counters fill in with thread and lettering closes up.
A stitch sample from your uniform supplier before you order.
The parts of an identity
Each part has its own page in the guidelines and its own files.
Name
If you need one: the name, why it works and the checks it passed.
Mark and small version
The full mark for large uses and a simpler one for 48 px and below.
Colours
Screen, print and paint values, matched on your own materials.
Type
One family for headings and one for text, with licences.
Rules
Clear space, minimum sizes and the wrong ways to use the mark.
Packages: how far up the ladder
Each package is the list of sizes we design and test your mark at. Smaller packages stop lower on the ladder; you can add a rung later.
Mark and basics
From $6,800
A mark, colours and type for a new business that starts online and on paper.
- Shop fascia and wayfinding, up to 2400 mm, not included
- Vehicles and uniforms, around 600 mm, not included
- Packaging and labels, not included
- Print: cards, letterhead, forms, included
- Screens: browser tab and app icon, 16 to 48 px, included
4 weeks. One route, small version, files for print and screen.
Identity
From $14,500
The full identity for an organisation with products, vans or uniforms.
- Shop fascia and wayfinding, up to 2400 mm, not included
- Vehicles and uniforms, around 600 mm, included
- Packaging and labels, included
- Print: cards, letterhead, forms, included
- Screens: browser tab and app icon, 16 to 48 px, included
7 weeks. Three routes, the size test at every rung, brand guidelines.
Identity and signage
From $26,000
Everything in Identity, plus the shop front, signs and wayfinding drawn for your building.
- Shop fascia and wayfinding, up to 2400 mm, included
- Vehicles and uniforms, around 600 mm, included
- Packaging and labels, included
- Print: cards, letterhead, forms, included
- Screens: browser tab and app icon, 16 to 48 px, included
10 to 12 weeks. Site survey, sign drawings for your sign maker.
Designed and tested at that size Not in this package. Example prices.
Send us a brand brief
Tell us who you are, where the brand will be seen and when you need it. A designer replies within two working days with questions and a first idea of cost (sample).