Brand identity
more than a logoIdentity that looks like you mean it. Strategy first, then names, marks and a visual system with an actual point of view, built so you show up looking like yourself everywhere.
A logo identifies. An identity expresses. That's the bit most templates skip.
Why it matters
Most small businesses don't have a brand problem so much as a consistency problem: a logo here, a different colour there, a deck that looks nothing like the website. The result reads as 'assembled', and assembled doesn't earn trust.
A real identity starts with strategy (who you're for and why you), then turns that into a system you can actually use. Names, marks, colour, type and voice that hold together, so every place you appear looks deliberate and unmistakably you.
Done right, brand isn't decoration. It's the thing that makes you memorable and easier to choose.
Typical deliverables
what you leave with- Brand strategy & positioning
- Naming
- Logo / wordmark
- Colour system
- Typography
- Brand guidelines
- Asset library
- Templates & applications
How a brand comes together
- 01
Discovery
We get clear on who you're for, what you're best at, and what you're up against. Strategy before pixels, always.
- 02
Positioning
We pin down the space you want to own and the point of view underneath it, in language you could say out loud.
- 03
Design
Names, marks, colour and type come together into a system with character, explored, refined, and pressure-tested against real applications.
- 04
Guidelines & assets
Everything packaged so it stays consistent: clear guidelines, organised files, and templates for the things you make every week.
That's the shape of a brand identity project. How we communicate, how money works and what we'll need from you is the same on every project. See how working with Lancio works
How long it takes
A focused identity usually takes two to four weeks: enough discovery, direction, refinement and handover to give the business a clear, usable identity without dragging it into an agency-style strategy exercise.
It runs faster when the business already knows its audience and offer, and slower when positioning, naming or the offer itself needs sorting first. That's worth finding out before anyone starts designing.
How pricing works
Focused brand identity projects start from £1,500–£2,500+. Larger jobs (deeper positioning, naming, full guidelines, templates, wider rollout) cost more, and you'll know the number before we start: a fixed quote after a short conversation about scope, half to book in, half at handover.
Brand work is scoped to what you actually need. A focused identity for a new launch is a different job to a full strategy-led rebrand, and you shouldn't pay for one when you need the other. No day-rate meters running, no surprise line items.
Common questions
- How many concepts will we see?
- One strong, recommended direction, or a small number of routes when it genuinely helps the decision. What you won't get is a beauty parade of random logo options: the direction comes from the agreed objective, audience and positioning, with two rounds of refinement included once it's chosen.
- We already have a logo we like. Will you work with it?
- Happily. Sometimes the practical answer is to keep the logo and fix everything around it: colour, typography, layout, messaging and how it all applies to the website. Not everything needs a rebrand, and we'll tell you when yours doesn't.
- Does naming include trademark checks?
- No. We offer light naming support within a wider identity project, generating and weighing options from a brand and communication point of view. Legal availability, trademark and company-registration checks aren't included and should be handled by a qualified professional.
- What about rollout: signs, vans, print?
- Scoped to what you'll actually use. Website application, social profile graphics, business cards, simple stationery and clear usage notes commonly make the cut. Larger rollout (signage, vehicle graphics, packaging, print campaigns) is scoped separately, so you're not paying for applications you'll never need.
Pairs well with
Related reading
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