Your visual identity, as a system — not five experiments.
Brand Foundation gives you the complete visual identity: wordmark, monogram, color and type system, the guidelines that explain how to use it, and the editable file kit so anyone touching your brand always uses the right files.
The reason most small business brands look inconsistent isn't because the logo is bad — it's because there's no system underneath. The logo gets recreated three different ways for three different uses, the colors drift, and by year two nothing matches anything. Brand Foundation is the system: the logo lockups for every context, the color and type rules, and a document that explains the whole thing so it stays right whether you're working on it or handing it to someone who isn't.
A real brand reads the same everywhere.
You've seen this in the wild — the restaurant whose sign uses a different shade of green than their menu, the salon whose Instagram looks nothing like their website. It's not a taste problem; it's a system problem. Brand Foundation solves it once. The first time you hand a designer your brand kit and they don't need to ask any questions, you'll feel the difference. So will your customers, even if they can't name it.
- 01Primary wordmark + monogram, designed to work at sign-size and favicon-size
- 02Color system — primary, secondary, neutral, with usage rules and exact hex/RGB/CMYK values
- 03Type system — display, body, and accent typefaces with size and weight guidance
- 04Brand guidelines document (PDF) — how to use the identity, what not to do, examples
- 05Editable file kit — SVG, PNG, favicon, social profile images, sized and exported for every common use
- 06Two rounds of revisions before sign-off
Discovery
A working session where we look at your competitors, talk through your customer, and surface the brand archetype the identity should embody. If you've done the Brand Strategy Sprint first, this step is shorter because the thinking is already done.
Concept directions
We come back with two distinct visual directions — different enough that the choice is meaningful, both rooted in the strategy. You pick the one that feels right; we refine.
System buildout
The chosen direction gets developed into the full system — every lockup, every color, every typography rule. Two rounds of revisions are built in. This typically takes about three weeks.
Handoff
The complete kit arrives in a single folder, organized so you can find what you need without us. Guidelines doc is editable so you can extend it as the brand grows.
Why is this $2,500 when I can get a logo for $50 on Fiverr?
A logo on Fiverr is a logo. This is a brand system — twenty-plus deliverables, a guidelines document, and the structure that prevents your brand from drifting over time. Most small businesses regret the Fiverr logo within two years and end up paying twice. We'd rather do it once.
Can I do this without a website project?
You can, but the price ($2,500) is the bundle price. As a standalone engagement the price is higher because we lose the efficiency of pairing it with a build. Most customers find the bundle is the right move.
What if I already have a logo I like?
Then you might not need this. Brand Foundation is the right service when you're starting from scratch or when your existing identity isn't serving you anymore. If your logo is fine and you just need the system around it, ask us about a "system around an existing mark" engagement.
+$2,500 (bundles with any tier). Begin a project below, or book a discovery call if you want to talk through whether this is the right fit.