Three levels of brand, depending on where your business is.
When someone writes to us asking for "a logo", our first question is what stage the business is at. What's worth investing in today is different for someone testing an idea than for someone who already has clients and wants to grow.
Level 1 · A mark that identifies you
The starting point: a well-crafted logo in its main versions, with a short palette and a chosen typeface.
- Primary logo, compact version and icon.
- Two or three colours and one typeface with its weights.
- Files for screen and print.
It works when you're validating, the budget is small or the direction may still change.
Level 2 · An identity you can apply
Rules are added to the mark so everything you publish looks like part of the same family.
- Colour and type system with defined uses.
- Graphic resources: shapes, textures, icons, photo style.
- Templates for social media and presentations.
- A short guide to apply the brand without breaking it.
It works when you're already selling, posting often or working with other people who touch the brand.
Level 3 · A system with strategy
Before designing, we define the place the brand wants to hold: who it speaks to, who it competes with, what it promises and in what tone.
- Positioning, key messages and tone of voice.
- Full identity and applications (packaging, signage, stationery).
- An extensive brand guide for teams and suppliers.
It works when you're about to invest in advertising, launch a product, open a new market or reposition.
How to tell which one you're at
Ask yourself three questions: how many people besides you will use the brand? How many pieces do you publish each week? How much will you invest in getting it out there? The more big answers, the higher up the ladder.
And one more thing: starting at level 1 isn't wasted money. Done with growth in mind, it can be expanded later without starting over.