The short answer
A brand identity is everything that makes people recognise your company before they read the name: the logo, colours, typefaces, photos and the way you write. A good one also comes with the rules for using all of it, so the brand still looks like itself when someone else makes the next poster. A complete identity covers positioning, a logo system, colours, type, a voice guide and a guidelines file.
Is a logo not enough?
A logo is one mark. The identity is the system around it. You feel the difference the first time a new hire makes a social post, a printer asks for your exact colours or a sales deck goes out. Without a system each one looks a little different, and over a year the brand slowly drifts.
What should a brand identity include?
- Positioning: who you are for and why you are different
- Logo system: main mark, small mark and wordmark
- Colour palette with exact values for screen and print
- Typefaces for headings and text
- Tone of voice, with real examples of what to say and what not to
- Guidelines that show right and wrong use
How long does a brand identity take?
From two to eight weeks, mostly depending on whether strategy and naming are included. Ours take two to four: up to a week on strategy, one to two weeks on design directions and about a week refining the chosen one and writing the guidelines. The slowest part is often waiting for everyone who needs to agree, so we bring those people in early.
How much does a brand identity cost?
Anything from a few hundred dollars with a freelancer to $20,000 or more with a large agency. Naming, packaging and a website are usually priced on top. A brand identity with us starts at $500.
Planning one?
Branding at Enthros start from $500 and take 2 to 4 weeks.
