Your brand identity should communicate what’s remarkable about you. Work starts from around £750 for a fast logo and ranges up to £3,000 or more for a more established identity. Most projects take around two weeks to complete.
This will make sure we’re both clear about the work I’m going to do and will include agreement on budget, timelines and what I’ll deliver. We’ll also agree terms and payment. Normally I’ll ask you to make a deposit payment before I start work followed by a final invoice at the end of the project.
This should ideally involve further discussion to help us finalise an agreed design brief. It really helps me to fully understand your needs, including the background, what your want to achieve, your audiences and competitors, tone and message for your brand, what kind of images you want to use and other details including key people involved in the project. I’ll then send you a short design brief to review and approve. This will be a clear strategy document to guide our work and define what we will achieve.
Once we have agreed the brief I will then develop up to three visual concepts that I think best represent your brand and meet your communication needs. I’ll send these to you to review and comment on. Ideally you’ll agree on one to take forward and give further feedback on it if necessary.
Once we have agreed a design concept, I’ll work to refine the idea and develop a full implementation — the amount of materials will depend on whether you just need a logo or want a full brand identity with all the supporting parts. But it could include a full corporate identity manual covering fonts, colours, images, standard design elements and more. At this point I usually send the second invoice (for £5k+ budgets the payment schedule is based on the five project phases).
I offer three versions of a corporate identity manual: basic, plus and premium.
The basic five-page version covers the logo only in its main version and reversed (white on colour) as well as clear space, recommended and minimum sizes for print and web, colour versions (screens, CMYK, black only, Pantones, one colour), fonts and main colours.
The more comprehensive ten-page plus version covers all the above but also examples of how the logo should look on stationery and a range of other typical materials as well as more detailed guidance on using your corporate colours.
The premium 20-page manual covers all the above as well as photography and illustration guidance, icon, graphs and chart styles, DO’s and DON’Ts to keep your designs on track and basic signage mock-ups.
Once all the elements we have agreed are complete I’ll send the components to you. This will include a copy of the design brief to check we delivered what you asked us to do. Depending on the scale of the project you will get the logo artwork in a range of file formats for most common uses (raster, vector, low and high res, web and print versions), together with a corporate identity manual, guidelines for merchandise, uniforms and signage versions etc. More complex identities (for example, logos with multiple versions) will of course mean more work and more files.
I would suggest that you invest as much as you can afford into your brand identity. It’s a crucial element of any modern enterprise and can become key to your recognition and success. A well designed and implemented identity should last you for at least ten years without needing any updates or changes. While I can create a simple logo for just £750 and do a more established identity for £3,000 there is scope to take things further. The more time I spend on strategy, exploring and refining, the better the investment will be and the more money it will save you in the long run.
Of course. Around a third of my work is for international clients. We communicate via phone, email and skype and use online collaboration tools to manage, present, comment and discuss on drafts. We will work with a local print service for high quality mockups.
Of course we want you to be happy with the work we do. That’s why the briefing and planning stage is so important. It helps us to understand better what you want to achieve and what kind of design style works for you.
However, it could happen that you simply don’t like our final work. If we think we have delivered work that does the meet the brief that you approved, although you don’t actually like it, we think it’s reasonable for us to keep the deposit plus a reduced fee to cover the time we have spent working for you. We will discuss this with you if this happens and hopefully agree an amount everyone thinks is fair. In this situation we would withhold the final design work.