IDENTITY

Visual Identity

We build the visual system through which your brand can be recognised and presented consistently across websites, social media, advertising, presentations and physical materials.

Unified Systems

Visual Identity

visual identity designbrand visual identityvisual identity servicesbrand identity designvisual branding

EUR 50 / hour

Request a visual identity estimate

Complementary products

Brand Strategy Logo Design Brand Guidelines Website Design & Development Social Media Content Launch & Promotional Campaigns Content Creation

It does not try to own the primary intent for:

Those products have their own pages and query ownership.

01PRODUCT READER

First screen

Colour, typography, image style, composition and graphic elements are not separate decisions. We build them as parts of the same system.

Once we understand what already exists and what needs to be built, we estimate the amount of work required.

CTA support text:

Tell us what you are building or show us the identity you currently use. We define what needs to be created and estimate the work required.

02PRODUCT READER

What problem does it solve?

Visual identity can be created from the beginning for a new brand or used to organise and improve the way an existing brand is presented.

For a new brand, it creates a coherent visual language from the start, so the website, social media, presentations and other materials are not designed independently from one another.

For an existing brand, visual identity may become necessary when:

materials do not look like they belong to the same brand;

colours are used differently from one channel to another;

there is no clear typography system;

every new material is designed from scratch;

image style and graphic elements are inconsistent;

the brand is difficult to recognise without the logo;

the current identity works in one context but not in others;

applying the identity to websites, social media or campaigns is difficult;

the business has evolved but the visual language no longer supports what it has become.

The goal is not to make things merely “beautiful”.

The goal is to build a visual system that is recognisable and usable.

03PRODUCT READER

What does the product do?

Visual Identity turns the direction of the brand into a system of visual decisions that can be applied consistently.

We define how the brand should look through:

colour;

typography;

composition;

visual style;

graphic elements;

image usage;

the relationship between these elements;

the way the system adapts to different contexts.

If you already have a logo, we build the visual identity so it integrates that logo coherently.

If a new logo is required, it is created through the separate Logo Design product.

04PRODUCT READER

What you receive

Depending on what needs to be built, the visual identity may include:

visual direction;

primary colour palette;

secondary colour palette, where required;

typography system;

typographic hierarchy;

colour combination rules;

composition principles;

graphic language;

shapes and supporting visual elements;

iconography direction, where required;

photography and image direction;

image treatments;

principles for spacing and visual hierarchy;

examples of digital application;

examples for social media;

examples for commercial materials;

visual assets required by the system;

final files for the components that are created.

The visual identity needs to be usable.

We do not deliver only a few colour and font combinations presented in a moodboard.

05PRODUCT READER

How we build the visual identity

1. We understand the brand

We start with what you do or sell, the audience, existing positioning and the contexts in which the identity will be used.

2. We analyse what already exists

If the brand already has materials, we identify what can be kept, what creates inconsistency and what is missing.

3. We define the visual direction

We establish the visual character that fits the brand and the relationship between the main visual elements.

4. We build the system

We define colour, typography, composition, graphic elements, imagery and the other components the identity requires.

5. We test the system in real contexts

We verify that the identity works across different sizes, formats and environments.

6. We prepare the assets

We organise the elements required for practical use.

7. We apply the system where the project requires it

The identity can continue directly into the website, social media, content, campaigns or other materials.

06PRODUCT READER

What we need from you

If materials already exist, it helps to have access to:

the current logo;

brand strategy, if available;

the existing website;

commercial materials;

social media content;

previous campaigns or creative assets;

photography and other assets;

examples of how the identity is currently used;

the contexts in which the new identity needs to work.

If we are starting from zero, you do not need to arrive with a visual identity already defined.

We define together what needs to be created.

If other components are also missing — such as brand strategy or logo design — we identify them and can include them in the wider System configuration.

07PRODUCT READER

Frequently asked questions

How much does visual identity cost?

The service costs EUR 50 / hour.

The number of hours depends on the complexity of the system and what already exists.

Does visual identity include the logo?

Not automatically.

If you already have a suitable logo, we integrate it into the system.

If a new logo is required, Logo Design is a separate product and can be developed together with the visual identity.

Does visual identity include brand guidelines?

Visual Identity includes the rules required to build the system.

If you need those rules fully documented and organised for future use, they are delivered through the separate Brand Guidelines product.

Can you build visual identity for a new brand?

Yes.

Visual identity can be created from zero.

If positioning and messaging have not yet been defined, Brand Strategy can be developed before or together with the visual identity.

I already have a logo and colours. Do I still need visual identity?

Possibly, if there is no system that defines how typography, colour, imagery, composition and the other elements work together.

Having assets does not automatically mean having a coherent visual identity.

Can the identity be used on the website and social media?

Yes.

These are among the main contexts in which the visual system should be able to work.

Do I receive the final files?

Yes.

The assets created and approved within the project are delivered in the relevant formats for their intended use.

08PRODUCT READER

Logo and visual identity are not the same thing

A logo is one element of a brand’s identity.

Visual identity is the broader system through which the brand looks coherent across different contexts.

A brand may have a good logo and still lack a coherent visual identity.

If every material uses different colours, fonts, photography styles and composition rules, the logo alone cannot create consistency.

If you already have a logo

We can integrate it into the visual system and build the rest of the identity around it.

If you do not have a logo

Logo Design is a separate product and can be developed together with the visual identity.

If you need the full rules documented

Brand Guidelines is the product through which the final rules are organised into a clear document for future use.

09PRODUCT READER

How it integrates into the business

Visual identity is not built for a branding presentation.

It is built for the places where customers actually see the brand.

Website

Colour, typography, imagery, components and visual hierarchy can become the foundation of the website interface.

Social media

Posts, stories, ads and other formats can use the same visual language without all looking identical.

Content

Graphics, imagery and editorial materials can remain recognisable regardless of topic.

Google Ads and Meta Ads

Creative assets can use the same visual identity and remain clearly connected to the brand.

Sales presentations

Commercial documents and presentations can look like they belong to the same business.

Physical materials

The identity can be applied to print, packaging, signage or other physical formats when required.

A strong visual system allows the brand to look different across different contexts without looking like a different brand.

10PRODUCT READER

What visual identity actually means

Visual identity is the repeatable visual language of a brand.

It does not mean that every material must look identical.

It means there are enough shared rules for all materials to be recognised as part of the same system.

Colour

A palette is not simply a list of HEX codes.

We establish which colours are primary, which support the system, how they work together and where they should be used.

Typography

Choosing a font is only the beginning.

We define:

type families;

weights;

sizes;

hierarchy;

contrast;

how typography behaves across digital and physical formats.

Composition

We define how elements are organised.

This gives new materials a consistent structure even when the format changes.

Graphic language

Shapes, lines, patterns, illustrations and other elements can create recognition beyond the logo.

Imagery and photography

Image style strongly influences how a brand is perceived.

We can define photography direction, framing, image treatment and the types of images that fit the brand.

Applications

A visual system needs to be tested where it will actually be used.

That is the only way to verify whether it works in practice, not just in a presentation.

11PRODUCT READER

Visual Identity vs Logo Design vs Brand Guidelines

Logo Design

Creates the main visual mark through which the brand can be identified.

Visual Identity

Builds the complete visual system in which the logo works together with colour, typography, imagery and supporting visual elements.

Brand Guidelines

Documents the approved rules so the identity can be applied consistently by different people and teams.

The three products can be purchased independently or developed together, depending on what already exists.

12PRODUCT READER

How much does visual identity cost?

EUR 50 / hour

The total cost depends on what already exists and the complexity of the visual system that needs to be built.

The amount of work may be influenced by:

whether brand direction already exists;

whether a usable logo already exists;

the number of contexts in which the identity needs to work;

the complexity of the graphic system;

the number of required assets;

the number of applications that need to be defined;

the existence of multiple products, services or sub-brands.

Once we understand the project, we estimate the number of hours required.

13PRODUCT READER

Visual Identity as an individual product or part of a System

Visual Identity can be purchased independently.

It can also be one component of a wider System, for example:

Brand Strategy;

Logo Design;

Visual Identity;

Brand Guidelines;

Website Design & Development;

Content;

Launch and Promotion.

When several components are built together, analysis, direction and certain decisions are shared.

Because of this, the cost of one component inside a System may differ from purchasing it completely independently.

The exact cost is established once the System configuration is defined.

14PRODUCT READER

How long does it take?

The timeframe depends on the complexity of the visual system and what needs to be created.

A project that starts with an existing logo and a clear direction requires less time than a complete identity that needs to be built from scratch and tested across many contexts.

The timeframe is estimated together with the required number of hours once the scope is clear.

Visual Identity

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