Brand Identity
Anyone Can Generate a Logo. A Brand Is the Decisions Behind It.
You can have a hundred logos in ten minutes now, for nothing. That's exactly why most of them are worthless. What you can't generate is the thinking: who you're actually for, what you refuse to be, and a written set of rules so everything your business produces still looks like you a year from now.
Fixed price, agreed before we start
You own every file and the copyright
Designed by a person, not a generator
Your Brand Guideline
The mark
Λ
Your Business
Primary lockup
Colour
Primary
Ink
Accent
Tint
Surface
Type
Headings, 700
Subheadings, 600
Body copy, 400, 16px, 1.7 line height
Same facts as your website
Same voice as your social
Working with Irish businesses since 2015 · 34 projects delivered · 12+ clients
What changed
Why Branding Got Harder, Not Easier
Design tools got cheap and fast. That didn't remove the problem. It moved it.
Everything Looks the Same Now
Generators are trained on what already exists, so they average towards it. The result is competent and anonymous: the same gradients, the same abstract swoosh, the same six typefaces. Looking generic has never been cheaper or more common.
A Generated Logo May Not Be Yours
To register a trademark in Ireland or the EU, a mark has to be distinctive. Something assembled from common elements often isn't, and ownership of AI output is unsettled law. Finding this out after you've printed signage is an expensive way to learn it.
Consistency Is the Real Problem
Most businesses don't lack a logo. They lack rules. Three versions of the mark, four blues, a different font on every document, because nobody wrote down which was right. That's what makes a business look small, and it's entirely fixable.
What we usually find
No Rules, Three Years of Drift
The logo, as currently used
Λ Business
Λ Business
Λ BUSINESS
The blues in use
The fonts in use
Invoices and letters
The shop signage
Everything else
What a guideline gives you
One Decision, Written Down
The logo
Λ Your Business
The palette
The type
Headings, 700
Subheadings, 600
Body copy, 400
Where we actually stand on this. We use AI in our own work, including for exploring directions quickly. What we don't do is hand you a generated mark and call it an identity. The value isn't in producing the picture, which is genuinely cheap now. It's in choosing between options for reasons you can defend, and documenting it so the decision survives contact with your next supplier.
What you get
The Four Parts of an Identity
Positioning
Who you're for, what you do better than the alternatives, and the words you'd want a customer to use when describing you to someone else. Short, written down, and agreed. Everything after this is downstream of getting it right.
The Visual Identity
A logo that works at the size of a phone icon and the size of a van. Colours with enough contrast to be legible and accessible. Typefaces you're actually licensed to use. Delivered in every format you'll ever be asked for, including the ones printers want.
The Guideline
A written document showing how the identity is used and, just as usefully, how it isn't. Clearances, minimum sizes, what to do on a dark background, what never to do. This is the part that makes the work last after we've gone.
The Applications
The identity applied to the things you actually use: business cards, email signature, social profiles and avatars, letterhead, document templates, signage artwork. Templates you can edit yourself, not flat images you have to come back to us for.
One Mark, Every Situation
A logo that only works in one place isn't finished. Every mark we deliver is tested at the size of an app icon and the size of a van, in one colour, and on a dark background, because a printer, a sign-maker or a social platform will eventually ask for each of these.
Λ Your Business
Primary lockup
Λ
Icon only
Λ Your Business
Reversed on dark
Λ Your Business
On brand colour
Λ Your Business
One colour, for stamps and print
Λ Your Business
Favicon, 16px
What Lands in Your Folder
Not a single logo file and good luck. The identity already applied to the things you'll use in your first week.
Business card
Λ Your Business
Your Name
Managing Director
hello@yourbusiness.ie · yourbusiness.ie
Social avatar and banner
Λ
YOUR BUSINESS
Sized correctly for each platform, so nothing gets cropped.
Email signature
Your Name
Managing Director, Your Business
hello@yourbusiness.ie
yourbusiness.ie · Dublin
Letterhead and documents
Λ Your Business
How it connects
A Brand Is a Written Set of Facts
This is the same thread running through everything we do. Once your business is described clearly and consistently, in words, in colour and in rules, everything downstream gets easier, including the parts machines read.
For Your Team
Anyone making anything knows which blue, which logo, which tone. No more asking, no more guessing. That's this page.
For Search and AI
The same name, description and facts everywhere means Google and AI tools describe you consistently rather than inventing a version of you. See our SEO work.
For Your Own Assistant
A documented voice and factbase is exactly what an AI assistant needs to answer customers as you, without drifting. See how our AI assistants work.
How we work
From First Conversation to Final Files
1
Week 1
Discovery
A workshop with you and anyone else whose opinion will matter at sign-off. Getting them in the room now prevents the painful meeting later. We look at your market, your competitors in Ireland, and who you're really trying to reach. You get a short written positioning statement to approve before any design starts.
2
Weeks 2 to 3
Design Directions
We present distinct directions, not variations of one idea, each with the reasoning behind it and shown in context rather than floating on white. You pick one. Vague feedback is the enemy here, so we'll ask you specific questions rather than "what do you think?"
3
Weeks 3 to 4
Refinement
Rounds of revisions on the chosen direction (how many depends on your package), tightening the mark, settling colour and type, and testing it small, large, in one colour and on dark backgrounds. A logo that only works in one setting isn't finished.
4
Weeks 4 to 6
Build Out and Handover
Applications produced, every file format exported, the guideline written. Then a handover call where we walk your team through it. Files go to you in a folder you own, not a link that expires.
A note on timelines. The weeks above assume feedback comes back within a few days. The single biggest cause of a branding project running long is waiting on an internal decision, so agree at the start who signs off, and make sure they're at the first workshop.
Packages
Fixed-Price Brand Identity Projects
A brand identity is a project with an end, not a monthly subscription. You pay once, you own the result. Every package includes the discovery workshop, because designing without it is decoration.
Essentials
A new business, or a first identity done properly.
€1,200
one-off project · about 3 weeks
Included
✓
Discovery workshop and positioning statement
✓
2 logo directions, 2 rounds of revisions
✓
Primary and secondary logo lockups
✓
Core colour palette, accessibility checked
✓
Typography selection, licensing confirmed
✓
All file formats, print and digital
✓
Business card and email signature
✓
Social profile images for 1 platform
✓
Brand guideline, essentials (around 10 pages)
Most chosen
Complete
An established business that has outgrown what it has.
€2,400
one-off project · about 5 weeks
Everything in Essentials, plus
✓
Competitor and market review, written up
✓
3 logo directions, 3 rounds of revisions
✓
Full palette with tints and usage rules
✓
Extended typographic scale
✓
Brand voice guide, written
✓
Stationery set and document templates
✓
Social kit for 3 platforms
✓
Editable templates you control
✓
Brand guideline, full (around 25 pages)
Comprehensive
Several locations, sub-brands, or a team that needs rules.
€4,500
one-off project · about 8 weeks
Everything in Complete, plus
✓
Stakeholder interviews
✓
Up to 4 logo directions, up to 4 rounds of revisions
✓
Sub-brand or product-range system
✓
Icon set drawn to match the identity
✓
Photography and illustration direction
✓
Signage and vehicle livery artwork
✓
Social kit for 5 platforms
✓
Team training session on using the guideline
✓
Brand guideline, comprehensive, plus a web-based version
What's included
Essentials
Complete
Comprehensive
Discovery workshop
✓
✓
✓ plus interviews
Logo directions
2
3
Up to 4
Rounds of revisions
2
3
Up to 4
Brand voice guide
✕
✓
✓
Editable templates
✕
✓
✓
Social platforms covered
1
3
5
Sub-brand system
✕
✕
✓
Guideline length
About 10 pages
About 25 pages
Full, plus web version
Typical timeline
3 weeks
5 weeks
8 weeks
What the prices don't include. Prices exclude VAT. Typeface licences, stock photography, print and signage production are billed at cost, and we'll tell you before anything is bought. Trademark registration is handled by a solicitor or a registered agent, not by us; we'll supply the files they need. Payment is typically half to start and half at handover.
Know exactly what you need? Send a project brief.
Is this for you
Who This Suits, and Who It Doesn't
A Good Fit If
✓
You're launching, rebranding, or your current identity is holding you back
✓
You can get the decision-makers into one workshop at the start
✓
You want rules your team can follow, not just a logo file
✓
You can give clear feedback, or let us ask the questions that get it
Probably Not If
✕
You need it by Friday. Good identity work can't be rushed into a week
✕
You want a logo only, with no thinking attached; a generator will do that for free
✕
Sign-off is by committee with no final decision-maker
✕
What you actually need is a website. We'd tell you that and quote it instead
Questions
Frequently Asked Questions About Brand Identity
Why pay for this when AI can make a logo for free?
Because the logo was never the expensive part. What you're paying for is the decision about what your business stands for, the judgement to choose between options for reasons you can defend, and a written guideline that keeps it consistent after we're gone. A generated mark gives you a picture with no argument behind it, and usually one that looks like everyone else's. If a picture is genuinely all you need, use a generator. We'd rather say that than sell you a workshop you don't want.
Do you use AI in your design process?
Yes, for exploring directions quickly and for some production work. No, we don't hand over generated marks as finished work. Every logo we deliver is drawn and refined by a person, in vector, so it can be adjusted, trademarked and scaled without surprises. We'd rather tell you where the tools sit in our process than pretend they don't exist.
Who owns the final design?
You do. On final payment, full copyright and ownership transfer to you in writing, along with the source files. No licensing fee, no annual renewal, no asking us for permission to use your own logo. Unused directions stay with us.
Can I trademark what you design?
Usually, yes. We design with distinctiveness in mind, which is what registration requires. We're not trademark agents, so we don't do searches or filings, and we won't pretend otherwise. We'll give you print-ready files in the formats an agent needs.
How many revisions do I get?
Two, three or up to four, depending on the package. In practice most projects settle in the first or second round, because the discovery workshop does the heavy lifting before anything is drawn. If we're on round four, something went wrong earlier and we'd rather go back and fix that than keep nudging shapes.
What files do I actually receive?
Vector originals (AI, EPS, SVG) for print and signage, PNG and JPG at several sizes for everyday use, a favicon, correctly sized social avatars and banners, and one-colour and reversed versions for when a printer asks. Plus the guideline as a PDF. All in a folder you own.
Can you refresh our existing brand instead of starting over?
Often that's the better call, particularly if your name is known locally and your customers recognise the current mark. A refresh keeps what's working, usually the mark's basic shape and the recognition attached to it, and fixes the rest. We'll tell you honestly which of the two you need at the first call.
Do I need a new website to go with it?
Not necessarily, but a new identity on an old site tends to make the site look worse by comparison. If you're planning both, doing the identity first saves money, because the site gets built in the right colours and type the first time. See our website design and development work.
Not Sure If You Need a Rebrand or a Refresh?
Book a 30-minute call. Show us what you have now and we'll tell you honestly which one you need, and roughly what it would cost. No charge and no obligation.