Clients that have DIY branded or bootstrapped their logo design are often working with a very basic logo and simple colour palette. This is fine and often a necessary part of getting an MVP off the ground. Yet, as the business grows, a lack of practical design guidance on how a brand system works in real life, or insight into how to implement it, means relying on a basic logo long-term can be tricky and restrictive. That's the real difference between a logo design and a strategic brand identity package.
If you're looking for a design studio to develop your brand into a stand-out brand with strategic foundations, you should be looking for a brand identity package that delivers the following;
- You should expect a designer to request a detailed brief and insight into your brand strategy if you are not working directly with them on it. A good brand should ALWAYS have these foundations
- At first stage of the design process you should expect to see more than one brand identity concept (usually about 3) that have been designed in line with your brief and strategy and that explore varied creative approaches. You should expect to select one for further development.
- Brand colour palette. This should explore how your brand colours are used in combination and adapt to digital and print application
- Refined typography system with guidelines on to how the hierarchy works. Tip: good type makes good design easier
- Useful and practical design tips on how to use the brand identity and maintain consistency
- Brand visualisations; how might your brand look out in the world. It’s super important to build that big picture of how your logo, colours and typography will apply IRL.
This is a guideline for a thorough, deep-dive brand identity package with no added brand touchpoints. If you want a designer to consider additional brand assets they should be happy to add these into the package for you. Get in touch if you wish to discuss developing your stand-out brand identity with LULACREATES™.
Looking for a brand identity package more suitable for early-stage founder and business owners, take a look at the LULACREATES™ Brand Sprint. A lean yet strategic brand identity package that makes ZERO compromise on good design.