The Brand Identity Design Process

Whether you need just a logo or an identity system, my design process works the same way. 


Research is the most important step in the brand identity design process. We can’t design a logo and the overall look and feel of your brand without a roadmap. In this phase, we’ll create one based on the form you completed. Steps include:

  1. A worksheet with questions about your history, audience, competitors, and future goals

  2. An initial meeting to discuss responses and dig in deeper

  3. A survey of your existing materials

  4. A survey of the branding of competing organizations


In this stage, we zero in on a general design direction. Before any concepts are created, we make sure everybody is on the same page. And we’ll keep referring back to the information you provided on our form to decide whether our designs are appropriate. This discovery phase sets the direction for the next steps.


After we have our discovery call about your identity design project, we'll review the form you completed on our website and overview of your needs. We’ll go over the scope and timeline on a second call once you have agreed on the proposal and sent an executed copy to us. Once approved, a marketing services agreement will be sent and a standard 50% deposit is required to begin a project. The remainder is due when the work is completed. If another payment plan is more suitable, we can discuss options.


We'll work up concepts based on the branding identity package you selected—solutions that make sense and are a great fit with the direction we’ve established in the discovery phase of the identity design process. We’ll go over them in a screen sharing meeting or a prerecorded video. We'll also provide them to you in a PDF.


From among the concepts presented, we’ll choose the best idea to move forward. If needed, we’ll refine it through a few iterations and based on the branding identity package you select.

  1. We will gather feedback internally or you can from your team

  2. You provide all of the feedback* at one time

  3. We confirm the requested edits and make the revisions (revisions may vary on the package selected).

  4. We submit a new draft for review


*Feedback can be by phone or email notes. Writing can clarify your thoughts and ensures we don’t miss anything. Once the feedback is used to create a new draft of a design, that completes one round of revisions. A project scope revisions may vary again based on the brand identity package selected. More revisions are always available, billed at an hourly rate.


Time to show the world! When you’ve approved the final designs, We’ll create the artwork files and deliver them to you via email or external link due to the high resolutions of images. We can also send final artwork to our print vendor or yours.

If needed, we can contact printers for quotes and manage the printing process for you. If your project includes a brand style guide, all the elements of your brand identity—logo, typography, color palette, photography style, icons, patterns, and more— will be captured and described in this document. You’ll have a valuable reference to keep you on brand going forward.

If you have a brand identity design project in mind, let’s talk it over!