Brand identity is the visual and verbal system a business presents to the world: its logo, colour palette, typography, imagery style and tone of voice, documented so that every document, sign, post and proposal looks like it came from the same company.
What a brand identity includes.
The logo is the visible part and the least of the work. An identity is a system: the colours, the typefaces, the spacing rules, how photographs are treated, how the logo behaves on a dark background and at the size of a favicon.
It also covers the written voice — how the company describes what it does. Most UAE businesses have a visual logo and no verbal identity, which is why their website, their proposals and their social media all sound like different companies.
Why consistency is the whole point.
A prospective client sees you in several places before they contact you: a website, a LinkedIn profile, a proposal, a signboard, a reel. Inconsistency between them reads as smallness, even when the business is not small.
A documented identity removes that. Anyone producing anything — an employee, a printer, a signage contractor, a web developer — has a reference and stops improvising.
What you actually receive.
Logo files in every format you will be asked for, including vector for signage and print and the small sizes for digital. A written guideline document covering colour values, typefaces, spacing and misuse. Templates for the documents you send most often.
Working with an existing brand.
If you already have a logo you like, we build the system around it rather than replacing it. Refreshing what exists is usually faster and cheaper than starting again, and it avoids losing the recognition you have already paid for.
What's included.
- Discovery: positioning, audience and competitive review
- Logo design with revisions, in vector and raster formats
- Colour palette with print and digital values
- Typography selection with licensing checked
- Imagery and photography direction
- Written brand guidelines document
- Tone of voice guidance
- Templates for proposals, letterheads and social posts
How we work.
- Discovery We establish what the business is, who it serves and how it differs from its competitors.
- Direction Two or three visual directions are presented before detailed design begins.
- Design The chosen direction is developed into a complete logo and system.
- Documentation Guidelines, colour values, typefaces and templates are written up.
- Handover All source files and formats delivered, with a walkthrough of the rules.
Worth knowing.
- Files are delivered in vector format, which signage and print suppliers require and which cannot be produced from a JPEG.
- Typography licensing is checked before a typeface is selected, so you are not handed a font you cannot legally use commercially.
- Guidelines are written in plain language so non-designers can follow them.
Frequently asked questions
What files do I receive?
Vector formats (SVG, EPS, PDF) for print and signage, plus PNG and JPG in the sizes digital platforms need. Source files are yours.
Can you keep my existing logo?
Yes. Building a system around an existing logo is usually faster and avoids losing recognition you have already built.
How long does it take?
Discovery and direction come first, then design and documentation. We agree the schedule before starting rather than promising a number in advance.
Do you design packaging or signage?
Identity systems cover the rules that signage and packaging follow. Physical production and installation are handled by specialist suppliers, and we can brief them.
Will I own the brand?
Yes. On completion the identity and all source files belong to you.
Do you write the brand's tone of voice?
Yes. Verbal identity is included, because how the company describes itself matters as much as how it looks.