Build an identity people can recognise and use.

Identity design is useful when a new business needs a credible starting point, an existing offer has changed, or inconsistent materials make the company difficult to recognise. The brief should explain what is changing and what must remain familiar.

Before choosing a visual direction, clarify the audience, offer, competitors, personality and practical applications. A mark designed only for a presentation can fail on an invoice, browser tab, social profile or small product label.

A logo system may include a primary lockup, compact mark, wordmark and rules for small sizes. Ask which variants are included and how they behave on light, dark, narrow and square formats.

Colour and typography carry much of an identity’s character. The selected palette should include accessible combinations and production values. Font choices should state their licence, available weights and fallback options.

Testing the identity on a few real applications exposes gaps early. Choose examples the business will actually use, then document spacing, hierarchy, imagery and common mistakes in a concise usage guide.

The final scope should state ownership, usage rights, any third-party licences and which source files are included. A practical handover contains organised vector and raster exports, colour values, font information and enough instruction for the next supplier.

• Confirm editable source formats and export sizes.
• Record font and image licences.
• Name the person responsible for future updates.
• Keep an unmodified archive of approved final files.