Brand identity design that holds together everywhere
Gjethe designs complete brand identities: positioning and personality, logo suite, colour palette, typography, imagery and illustration style, icons, key templates and a brand guidelines document that keeps everything consistent. Pricing is based on your project and agreed in your quote.
- Free first consultation
- Written quote for your project
- Flexible payment milestones
At a glance
- Covers
- Strategy, logo, colour, type, imagery
- Output
- Brand guidelines and templates
- Formats
- Print and digital
- Pricing
- Quoted per project
Definition
What is brand identity design?
A brand identity is the set of visual and verbal elements (logo, colours, typography, imagery, tone of voice and how they're used) that make a business recognisable and consistent across every touchpoint.
A logo alone doesn't make a brand look professional. Consistency does: the same colours, type, photography style and tone across the website, social posts, invoices, packaging and signs. When those elements are defined clearly, everyone (your team, agencies, printers) can produce material that looks like it came from the same place. We design the system and document it so it lasts.
Who is it for?
Startups
A complete identity from launch so you look established.
Rebrands
Businesses whose look no longer matches what they've become.
Growing teams
Guidelines so many people produce consistent material.
International expansion
An identity that works across languages and markets.
What's included, and what you keep
What's included
- Brand workshop and positioning
- Brand personality and values
- Logo suite
- Colour palette with accessible combinations
- Typography system
- Photography and imagery direction
- Illustration or graphic elements
- Icon style
- Tone of voice basics
- Stationery and social templates
- Brand guidelines document
- Two rounds of revisions per stage
What you receive
Handed over at the end. Yours to keep.
- Logo files in every version
- Colour and typography specifications
- Brand guidelines (PDF and Figma)
- Templates for key applications
- Asset library ready to share
How a brand system fits together
Discovery
Audience, competitors and personality
Logo
Mark, wordmark and variations
Colour & type
Palette and typefaces with rules
Applications
Real material: cards, social, signage, web
Guidelines
One document everyone can follow
What brand guidelines cover
| Section | What it defines |
|---|---|
| Logo | Versions, clear space, minimum size, what not to do |
| Colour | Primary and secondary colours with HEX, RGB, CMYK and accessible pairings |
| Typography | Typefaces, hierarchy, sizes and fallbacks for web and Office |
| Imagery | Photography style, subjects, cropping and colour treatment |
| Graphic elements | Patterns, shapes, icons and illustrations |
| Voice | How the brand sounds, with examples |
| Applications | Examples on web, social, print and signage |
Strategy before visuals
Visual choices need a reason. Before designing, we work out who the brand serves, what it should be known for and how it should feel, confident or approachable, premium or accessible, playful or serious. Those decisions guide every colour, typeface and image choice.
It also makes feedback easier. Instead of debating personal taste, we can ask whether a direction fits the agreed personality and audience.
Accessible colour and type
Brand colours are used for text, buttons and backgrounds, so they need to be readable. We check colour combinations against WCAG contrast ratios and document which pairings are safe for text and which are for decoration only.
We also choose typefaces that are legible at small sizes and available for the web, with sensible fallbacks for documents and email where custom fonts aren't supported.
Bringing the brand to life online
Most people meet a brand online first. We design how the identity behaves on screens: button and link styles, how brand colours are used for interface states, image treatments for web pages, social templates and email headers.
For businesses with a website, we can provide a digital style sheet or Figma library alongside the guidelines, so developers implement the brand exactly as designed.
Rolling out a new identity
A rebrand touches many places: website, social profiles, email signatures, documents, signage, vehicles, packaging and uniforms. Changing everything at once is rarely practical. We help you list every touchpoint, prioritise the most visible ones and plan the rest as stock and materials run out.
We also prepare a short announcement kit, before and after visuals and a few sentences explaining the change, so customers understand the new look.
Signs that it's time to rebrand
A rebrand makes sense when the business has changed (new services, new audience, a merger, international expansion) or when the current look actively holds you back: it looks dated next to competitors, it doesn't work on screens, or nobody uses it consistently.
It's rarely worth rebranding just because the team is tired of the logo. Customers notice brands far less than the people who work with them every day.
How brand identity design works, step by step
Every step has a clear output you can review. Timing is agreed in your quote.
- 1
Workshop
Audience, positioning, personality and competitors.
- 2
Direction
Mood boards and visual directions for approval.
- 3
Logo
Logo concepts, refinement and versions.
- 4
System
Colour, type, imagery, graphics and icons.
- 5
Applications
Templates for web, social, stationery and more.
- 6
Guidelines
Everything documented and handed over.
Tools, and what shapes your quote
Pricing is based on your project and agreed in your quote. These are the things that move it.
| Factor | Why it matters |
|---|---|
| Scope of applications | More templates and touchpoints take more design. |
| Strategy depth | Workshops and research add time and clarity. |
| Custom elements | Custom illustration, patterns or type add work. |
| Guidelines detail | Comprehensive guidelines take longer than a short brand sheet. |
| Markets | Multilingual applications need extra checks. |
| Area | Tools |
|---|---|
| Design | Adobe Illustrator, Figma, Adobe InDesign |
| Imagery | Photoshop, Lightroom |
| Templates | Figma, Canva for client-editable templates, PowerPoint and Google Slides |
| Accessibility | contrast checkers |
Common mistakes to avoid
What we see go wrong most often, and how a good project avoids it.
Logo without a system
Without colours, type and rules, materials drift apart quickly.
Inaccessible colours
Beautiful colours that fail contrast make text unreadable.
Guidelines nobody uses
Keep guidelines practical, with templates people actually open.
Copying a competitor's look
Standing out matters more than fitting in.
Frequently asked questions
What's the difference between a logo and a brand identity?
A logo is one element. A brand identity is the full system (logo, colours, typography, imagery, voice and rules) that keeps everything consistent.
Do you write the brand strategy too?
We run a workshop to define positioning, personality and audience, which guides the design. Deeper market research is available as a separate service.
How do revisions work?
Two rounds of revisions are included at each stage: direction, logo and system.
Can you rebrand without losing recognition?
Yes. Evolution keeps recognisable elements while modernising; a full rebrand starts fresh. We'll recommend based on your situation.
Do I get editable templates?
Yes, in Figma and, where useful, Canva, PowerPoint or Google Slides so your team can create materials.
Can you apply the brand to our website?
Yes. Our web team can redesign or build your site in the new identity.
Do you choose fonts we need to buy?
Sometimes the best choice is a commercial font. We'll show free alternatives too and explain licence costs.
Can the brand work in Albanian and German?
Yes. We check typefaces support all needed characters, including ë and ç, and test layouts with longer German words.
Do I own everything?
Yes. Once paid, all brand assets and files are yours.
Can you roll out the brand to packaging and signage?
Yes, as additional applications, see packaging design and graphic design.
How many brand directions will we see?
Usually two or three mood-board directions at the start. Once one is chosen, we develop it fully rather than spreading effort across many options.
Can you name our business too?
Naming is a specialist task with legal checks; we can help brainstorm and evaluate names, but trademark availability should be confirmed by a professional.
What do you need from us before the workshop?
Background on your business, customers and competitors, any existing materials, and a few brands you admire and why. We send a short questionnaire to guide it.
Can you create brand photography guidelines?
Yes. We define subjects, lighting, composition and colour treatment, with example images, so future photo shoots match the brand.
Related services
Logo Design
Distinctive logos with every file you need.
Graphic Design
Marketing material, print and everyday graphics.
UI/UX Design
Research, wireframes, prototypes and interfaces.
Packaging Design
Boxes, labels and print-ready dielines.
Presentation Design
Sales, company and keynote decks.
Website Redesign
Rebuild an outdated site without losing traffic.
Brand Identity Design by industry
Build a brand that holds together.
Tell us what you need. You get an honest assessment, a clear plan and a written quote. The first consultation is always free.
- What happens next
- 1You tell us what you need
- 2We aim to reply within 24 hours with questions
- 3You get a written quote for your project