How long does a visual identity take?

Six to ten weeks between the first workshop and the delivery of the guidelines, depending on how many applications and approval rounds are involved.

What do the brand guidelines include?

The mark, the typographic rules, the palette, the permitted and forbidden uses, plus ready-made templates. They are short by choice: guidelines nobody reads are worth nothing.

Can an existing identity evolve without starting over?

Often, yes. When the mark still holds, we rework the typography, the palette and the rules of use, which costs considerably less than a full redesign.

How do you know a logo works?

We judge it at its extremes: a four-metre panel and a one-centimetre stamp. What survives both holds everywhere else.

Do you hand over the source files?

Yes, the sources and the exports in every useful format, with no dormant licence and nothing held back. They are yours.

Will our teams be able to apply the identity without you?

That is the point. Delivery includes a handover session and templates, so your teams produce the everyday work without coming back to us.

Identity

A mark that holdsA system that passes on

Identity is the most lasting part of a business. We draw brands built to hold for years without forced facelifts: a simple mark, two weights, a short palette and rules clear enough for a third party to apply without us.

An identity is judged at its extremes: a four metre board and a one centimetre stamp. We test both before validating anything, then deliver short guidelines, ready to use templates and a handover session with your teams.

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The services in detail

A mark that holds, a system that passes on.

Art direction
Logo and variations
Typography and palette

Design system
Guidelines and templates
Naming

Frequently asked questions

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How we work

Discovery

We listen before proposing: short questionnaire, interviews with the people who sell and who buy, a review of existing materials. This step produces a one page summary, approved by you before we go further.
Framing

We set the positioning, the tone and the exact scope: what is included, what is not, by when and at what price. A framed project is discussed once; a vague project is discussed at every delivery.
Design

Two routes, never ten. Each is presented in real situations, on the media that matter to you, with the reasons behind the choice. We also show what we set aside: that is often what makes the decision obvious.
Roll out

The chosen route is declined across every item in scope, with production files and supervision. Nothing goes to print or online without a cross check by two people from the studio.
Handover

We hand over the sources, short guidelines and a working session with your teams. The goal is simple: that you can produce most of your everyday items yourselves, and call us only for what matters.