A brand identity that survives its first year

An identity looks its best on the day it is presented. A year later it has been through a dozen hands, three printers and a social media intern, and what survives depends less on the design than on what was handed over.

The logo, in every form it will be needed

Vector masters in colour, single colour and reversed; a horizontal and a stacked version; a mark that still works at sixteen pixels; PNGs with transparency at sensible sizes for the people who will never open a vector file. Each with a name that says what it is. Half of the off-brand logos we see are a screenshot of the original, because the right file could not be found.

Colour that matches across screen, print and signage

A brand colour is at least four values: hex for screens, CMYK for print, a Pantone reference for signage and merchandise, and a tolerance for what counts as close enough. We define the palette in all of them and check a printed proof against the screen before the guideline is final. Otherwise the green that looked right in the presentation is a different green on every business card.

Type the client can actually use

A licensed typeface the company can install on every staff machine, or a free one close enough for internal documents, with a fallback for email where nothing custom will load. A beautiful licensed font that only the designer has is a guideline nobody can follow.

Templates, because that is where the brand lives

The proposal, the slide deck, the email signature, the social post formats, the invoice. These are what people touch every week. We build them in the tools the client already uses and leave them editable.

A short guideline, kept short

Ten pages that people read beat sixty that they do not: logo use and clear space, colour values, type, imagery direction and a few things not to do. It is a living document. When the company adds a product line, the guideline gets a page, not a redesign.