An identity is a system, not a logo file.
Positioning, a mark that survives every size it will ever be used at, a colour and type system with rules, and the applications that prove it works. Delivered so your team can use it the day it lands.
The parts a logo cannot answer on its own.
Every one of these comes up within weeks of launch. If the answer is “ask the designer”, you have a dependency rather than a brand.
The mark
A primary logo with the variations the business actually needs: horizontal, stacked, monogram, reversed. Tested at sixteen pixels and at six metres before it is signed off.
- Primary logo & lockups
- Monogram & favicon
- Clear space & minimum sizes
- Misuse rules
The system
A type scale, colour roles and a spacing rhythm, so two people can produce consistent work without talking to each other.
- Type scale & weights
- Colour roles & pairings
- Spacing rhythm
- Graphic device
The proof
The system applied to real artefacts. Nobody reads a specification; everybody copies a template.
- Business card & stationery
- Social templates
- Document & deck layouts
- Written guidelines
An identity applied to a physical object.
Packaging is the hardest test a brand system faces — and the one where a design decision has a cost attached.
Structure first
Working to your converter’s dieline or specifying one. Panel hierarchy, fold behaviour and the safe areas artwork has to respect.
Mandatory copy
Ingredients, net contents, barcodes, recycling marks and warnings placed to spec rather than squeezed in at the end.
Print reality
CMYK or spot separations, correct overprint and trap, and a colour spec built for the stock it will actually run on.
Full packaging page →Three ways to start.
Identity Starter
One mark, a colour and type system, and a short guidelines document. For a business that needs to look credible quickly.
Identity System
Positioning, full logo suite, complete system with rules, and the first set of applications. The usual choice.
Packaging System
A range across multiple SKUs with a variant logic, so you can add the next product without redesigning the pack.
Identity and packaging projects.
Land & Wave
Identity system · PackagingOne flexible mark across the range, with dieline-ready artwork. Artwork goes to the printer without a revision round.
MG Cosmetic
Packaging · Print productionStructural mockups, label artwork and a press spec. Rich black built properly, so large dark areas hold on press.
Prime Sports Academy
Brand identity · Social systemA template kit the in-house team runs alone. They stopped needing a designer for every post.
Trust Delivery
Logo & identity · Vehicle liveryOne mark that works at 16 px and on a six-metre trailer. Recognised on the road — the client’s own words.
Tell me what the business does and what it currently looks like.
Reply within one working day · hello@designbyab.com