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creative

branding +

and logos:  what's the difference?

 

Business magazines and websites are sprinkled with terms like logo design, branding, branding identity, identity design, corporate identity, and brand strategy.  Different terms can describe the same thing.  Sometimes the same term is used to describe different things.  Confusing!

BRAND

a brand is the perception of a company

 

Your brand is what people think of when they think about you.  It's your reputation.  It's influenced by your values, your products, your marketing, your customer service.  It's shaped by magazine articles about you, how your stores smell inside, and what your neighbor's mom said about you at the grocery store.  And yes, it includes your logo, website, and business cards.  Everything people encounter when they interact with your company adds to their perception of you:  your brand.

IDENTITY

an identity is a brand's set of visual elements

A subset of a brand is the brand identity (also called corporate identity or identity system).  The keyword is identity.  Just like with people, checking an ID proves you're you and not somebody else.  The tangible elements you can see when a company communicates with you make up its identity design:

Logo, colors, fonts, icons, letterhead, business cards, envelopes, websites, packaging, uniforms, office aesthetics, promotional swag, social media, email blasts, signage and messaging.

A Brand Style Guide is a document that records this identity.  It keeps everyone on the right track, using the right fonts, colors, and more.

LOGO

a logo is a mark that represents a company

Of all the visual parts that make up your identity, your logo is the strongest point of recognition.  It doesn't have to tell the world everything you do.  It's a quick tag or identifier.  A red bullseye doesn't reveal all the clothing, housewares, and good you can buy at Target.  But it works as a stand-in for everything you know about Target.  And if you knew nothing about Target, you could still make some guesses about the personality of the company by looking at the logo. 

PROCESS

whether a logo or a more comprehensive identity design our process works the same 

 Identity Design

BRONZE

 

$1000

 

Client shares proposed sketch or draft of concept

 

Discussion of the presented concept

 

3 Initial Logo Designs

 

2 Rounds of Revisions

Finalization of Logo

 

Client - All Copyright Ownership

 

Web Files JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

SILVER

 

$2000

 

One on One 60 Minute Brainstorm

Research and Mood Board

Pencil to Paper Concept Development

 

3 Initial Logo Designs

 

3 Rounds of Revisions 

Color Selection

Finalization of Logo

 

Client - All Copyright

Ownership

 

Web Files  JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

GOLD

 

$3500

 

One-on-One 60 Minute Brainstorm

Research and Mood Board

Pencil to Paper Concept Development

5 Initial Logo Designs

 

3 Rounds of Revisions 

Color Selection

Finalization of Logo

 

1 Brand Style Guide

 

Client - All Copyright

Ownership

 

Web Files  JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

STYLE GUIDE

 

$1200

 

Graphic Design

 

Client - All Copyright

Ownership

1 Brand Style Guide

 

Web Files  JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

In our strategy meetings, we clarify your Brand's purpose, voice, defining your customer's goals. 

 

These user profiles help us provide insight into functionality and user behavior.  From these findings, Identity and Stylescapes are created providing direction for logos, icons, color palettes, typography and graphic elements that become the voice of your brand.

 

Whether you're looking to bring a new brand to life or looking for a makeover, we have all the right styling tools.  All clients work with at least one of the partners, demonstrating a shared understanding of values and commitment to each of our clients. 

01

After you contact us, we will be in touch to get an overview of your needs.  Together we'll determine the scope and timeline.  I'll send you a proposal and a contract with terms.  Once approved, to begin a project a standard 50% deposit is required.  The remainder is due when the work is complete.  If another payment plan is more suitable, we can discuss options.

Proposal

02

Research is the most important step in the brand identity design process.  We can't design a logo or the look and feel of your brand without a roadmap.  In this step, we'll create one.  We will help you clarify the unique attributes of your brand.  It is sort of like a personality test for your company.  We are interested in your goals and objectives, your company's capabilities and values, who your target market is, where you're currently positioned, and where you want to take the brand in the future.  We will also survey - your existing logo, website, print and digital materials, if any, your competition's design, so you can stand out from the crowd and examples of appropriate styles.  Information gleaned in the discovery phase sets the direction for the next steps.

Discovery

03

Here's where ideas come to life.  We will work up several creative options for you - smart solutions that make sense and are a great fit with the parameters we've established in the discovery phase of the identity design process.

Concept Development

04

From among the concepts presented, you'll choose the best idea to focus on.  Then we will refine it through a few iterations until it's just right.

Refinement

05

Time to show the world!  When you've approved the designs, we will create the final artwork files and deliver them to you and/or your print vendor.  If needed, I'll 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, colour palette, photography style, icons, patterns and more will be captured and described in this document.  You'll have a handy reference to keep you on brand going forward.

Launch

Brand Identity

WE HAVE CREATED BRAND IDENTITIES FOR BUSINESS & ENTREPRENEURS FOR OVER A DECARDE

BRONZE

 

$7500

 

One on One 60 Minute Brainstorming session and/or provided questionnaire to help articulate the unique attributes of your business

 

Research visual identities of your competitors and provide inspiration images to get your feedback

1 Stylescapes designed

before the visual design phase to make sure everyone's in agreement with the direction. 

3 Initial Logo Designs applied to mock products to test how it would work in the real world

 

2 Rounds of Revisions

Finalization of Logo

Specifications for the colors in your logo, plus a secondary palette that coordinates.  Pantone, CMYK, RGB and hexadecimal codes provided

Typography - Brand fonts with examples of how to use them.

Graphic Elements, shapes, lines, custom patterns, or other elements that flesh out your Brand's visual theme

Brand Style Guide including usage rules and specs, color palette, typography, graphic elements, messaging and any other elements unique to the Brand

 

Client - All Copyright Ownership

 

Web Files JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

SILVER

 

$10,500

One on One 60 Minute Brainstorming session and/or provided questionnaire to help articulate the unique attributes of your business

 

Research visual identities of your competitors and provide inspiration images to get your feedback

2 Stylescapes designed

before the visual design phase to make sure everyone's in agreement with the direction. 

3 Initial Logo Designs applied to mock products to test how it would work in the real world

 

2 Rounds of Revisions

Finalization of Logo

Specifications for the colors in your logo, plus a secondary palette that coordinates.  Pantone, CMYK, RGB and hexadecimal codes provided

Typography - Brand fonts with examples of how to use them.

Graphic Elements, shapes, lines, custom patterns, or other elements that flesh out your Brand's visual theme

Business Card template and cards created for up to 5 staff

 

Social Media Profile image and cover banner for up to 3 social media platforms, ready for you to upload

 

A Wix or Shopify template website customized to match your unique brand with up to 3 pages of content entered for you - a cost-effective website, that allows you to make your own simple edits without coding knowledge 

 

Brand Style Guide including usage rules and specs, color palette, typography, graphic elements, messaging and any other elements unique to the Brand

Client - All Copyright Ownership

 

Web Files JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

(cost of hosting and domain name registration not included - client's copywriter to supply copy)

Example:  3 page website (home, about, contact)

GOLD

 

$15,500

One on One 60 Minute Brainstorming session and/or provided questionnaire to help articulate the unique attributes of your business

 

Research visual identities of your competitors and provide inspiration images to get your feedback

2 Stylescapes designed

before the visual design phase to make sure everyone's in agreement with the direction. 

3 Initial Logo Designs applied to mock products to test how it would work in the real world

 

2 Rounds of Revisions

Finalization of Logo

Specifications for the colors in your logo, plus a secondary palette that coordinates.  Pantone, CMYK, RGB and hexadecimal codes provided

Typography - Brand fonts with examples of how to use them.

Graphic Elements, shapes, lines, custom patterns, or other elements that flesh out your Brand's visual theme

Letterhead, Envelope and Business Card - template and cards created for up to 5 staff

 

Social Media Profile image and cover banner for up to 3 social media platforms, ready for you to upload

 

A Wix or Shopify template website customized to match your unique brand with up to 5 pages of content entered for you - a cost-effective website, that allows you to make your own simple edits without coding knowledge 

 

Brand Style Guide including usage rules and specs, color palette, typography, graphic elements, messaging and any other elements unique to the Brand

Client - All Copyright Ownership

 

Web Files JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

(cost of hosting and domain name registration not included - client's copywriter to supply copy)

Example:  5 page website (home, about, shop, services, contact)

PLATINUM

 

$20,000+

One on One 2 Hr Brainstorming session and/or provided questionnaire to help articulate the unique attributes of your business

 

Research visual identities of your competitors and provide inspiration images to get your feedback

3 Stylescapes designed

before the visual design phase to make sure everyone's in agreement with the direction. 

3 Initial Logo Designs applied to mock products to test how it would work in the real world

 

2 Rounds of Revisions

Finalization of Logo

Specifications for the colors in your logo, plus a secondary palette that coordinates.  Pantone, CMYK, RGB and hexadecimal codes provided

Typography - Brand fonts with examples of how to use them.

Graphic Elements, shapes, lines, custom patterns, or other elements that flesh out your Brand's visual theme

Letterhead, Envelope and Business Card - template and cards created for up to 5 staff

 

Social Media Profile image and cover banner for up to 3 social media platforms, ready for you to upload

 

A Wix or Shopify template website customized to match your unique brand with up to 10 pages of content entered for you - a cost-effective website, that allows you to make your own simple edits without coding knowledge 

Mobile Responsive

 

Brand Style Guide including usage rules and specs, colour palette, typography, graphic elements, messaging and any other elements unique to the Brand

Client - All Copyright Ownership

 

Web Files JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

(cost of hosting and domain name registration not included - client's copywriter to supply copy)

Example:  10 page website (home, about, shop, services, contact + clients 5 page choice) 

Just a Logo

ALL OF OUR LOGOS ARE CREATED IN-HOUSE, FROM AN IDEA.

BRONZE

 

$120/hr

Client shares proposed sketch or draft of the concept

 

Discussion of the presented concept

Pencil to Paper Concept Development

 

3 Initial Logo Designs

 

2 Rounds of Revisions

Finalization of Logo

 

Client - All Copyright Ownership

 

Web Files JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

 

SILVER

 

$2000

 

One on One 60 Minute Brainstorm

Research and Mood Board

Pencil to Paper Concept Development

 

3 Initial Logo Designs

 

3 Rounds of Revisions 

Color Selection

Finalization of Logo

Client - All Copyright

Ownership

 

Web Files  JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

GOLD

 

$3500

One on One 60 Minute Brainstorm

 

Research and Mood Board

Pencil to Paper Concept Development

5 Initial Logo Designs

 

3 Rounds of Revisions 

Color Selection

Finalization of Logo

 

1 Brand Style Guide

 

Client - All Copyright

Ownership

 

Web Files  JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

PLATINUM

 

$10,000+

One-on-One 2 Hr.

Brainstorm

 Research and 3 Mood Boards

Pencil to Paper

Concept Development

30 Original Logo

Mock-ups

In-Person Presentation

of Mock-ups

Second One-on-One 1 Hr.

Brainstorm

10 Rounds of Revisions

Color Selection

Finalization of Logo

20 Page Brand Book

(Digital and Print)

Client - All Copyright

Ownership

Web Files  JPEG, PNG, GIF

 

Source Files  AI, EPS, Vector

Add a Brand Style Guide to your logo Package. 

 

It keeps everyone on the right track, using the right fonts, colors, and more

10 Page Brand Style Guide  

(Digital and Print)

Client - All Copyright Ownership

STYLE GUIDE

 

$1,200

Add a Brand Style Guide to your logo Package. 

 

It keeps everyone on the right track, using the right fonts, colors, and more

10 Page Brand Style Guide  

(Digital and Print)

Client - All Copyright Ownership

STYLE GUIDE

 

$1,200

  samples

1/1

Let's talk about how we can collaborate on your next project

Telephone

Tel:  705 796 2363

Email

info@becomevisible.ca

 

Hours

Mon - Fri: 8am - 6pm​​

Address

Prince William Way

Barrie Ontario

L9R 1H6

195 Victoria Street West

Alliston, Canada

L9R 1H6

2019 | becomevisible.ca | graphic design + logo + website 

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