Brand identity basics: what a logo package for a small business should include

A brand identity is a small system — mark, colours, type and usage rules — that makes everything your business produces look consistent. A logo alone gets you a picture; an identity gets you a business that looks like one.

What a proper package includes

1. The logo mark, in a horizontal and a stacked version, so it fits a letterhead and a social-media profile picture.
2. Colour palette with exact values for screen and print, including a main colour, a secondary and neutrals.
3. Typography: one or two typefaces for headings and body text, with rules for sizes.
4. Usage guide: minimum size, clear space, what not to do, and how it looks on light and dark backgrounds.
5. Files in the right formats: vector files for print, and PNG and SVG for screen, plus a square icon.

How to judge a logo

• Does it work small? Shrink it to the size of a phone icon.
• Does it work in one colour? It will, one day, be stamped, embroidered or faxed.
• Is it distinct? Search your industry; if it looks like ten other logos, it won’t be remembered.
• Is it simple? The strongest marks are easy to describe from memory.

Check what you own

Before paying, confirm in writing that you receive the final files, that you own the design outright, and that fonts used are licensed for your use. Our Starter package covers a distinct logo and visual identity — colours, type and a usage guide you own outright.

Brand first, or website first?

Doing the brand first saves rework: the website picks up the colours, type and tone directly. If you need both, our Complete package combines brand identity, website and professional email on your own domain.

Next step

See the Services page or ask for a fixed quote.