Visual identity
A visual identity customers recognise at first glance
A visual identity is the coherent system of signs that makes your company recognisable: logo, colours, typography, imagery and the rules for using them. We design it from strategy to brand guidelines and finished materials, so your brand looks the same on your website, in social media, on packaging and on your signage.
When a company needs a new identity
- Every piece looks different. Your website, proposals and posts are made by different people, and customers see several companies instead of one.
- The company grew, the brand didn’t. A logo designed for the launch no longer fits the customers you want to reach today.
- A logo, but no system. Colours, typography and rules are missing, so every new project starts with guesswork.
- A new market or a new offer. Your image needs adapting before new customers see it, including abroad.
- AI-made materials look generic. The team creates graphics with AI tools, but without a documented brand they look like everything else online.
- Rebranding after a change of direction. The company changes its services or customers, and the brand has to show it.
What a visual identity system includes
A logo is only the start. A good identity is a set of elements that work together in every channel and are easy to apply without a designer on every piece.
- Logo and its versions. Symbol and wordmark in versions for different formats: horizontal, vertical, small sizes, single colour and on dark backgrounds.
- Colours and typography. A palette with print and screen values, typefaces and text hierarchy, including custom fonts when the brand needs them.
- Graphic elements and imagery. Patterns, icons, lines or shapes that build recognition, plus a style for photos and illustrations.
- Brand guidelines. Rules for every element with examples, so anyone can produce on-brand materials.
- Company materials. Business cards, letterheads, presentations, social media templates, signage, apparel and merch.
- An AI-readable brand. On request we describe your brand so AI tools reproduce it faithfully. More on the AI-readable brand.
Brand guidelines
Brand guidelines, also called a brand book or brand manual, are the instruction manual for your brand. They show how to use the logo, colours and typography, which mistakes to avoid and what finished examples look like, from a business card to a social media post.
With them, a print shop, an agency, a new hire or a freelancer can produce on-brand materials without asking. They are also the simplest way to keep the brand from drifting over time as more people create materials. We hand them over together with source files ready for print and web.
How we work
Call and brief
We get to know the company, its customers and competitors, and agree what the brand should say and where it will be used.
Direction
We propose a visual direction and show how it follows from the company’s goals and customers.
System design
We design the logo, colours, typography and graphic elements, and test them on real materials, from a business card to the website.
Guidelines and materials
We prepare the brand guidelines, files for print and web, and the materials the company needs to launch.
A studio from Lublin, clients worldwide
We are a design studio from Lublin, Poland. We can meet companies from Lublin and the region in person and work remotely with the rest of Poland and the world, by default on Google Meet. We also design for brands entering new markets and adapt their image to local aesthetic and cultural standards.
Selected visual identities
Frequently asked questions
What is a visual identity?
It is the system of elements that makes a company recognisable: logo, colours, typography, graphic elements, imagery and the rules for using them. It makes your website, proposals, packaging and signage look like one brand.
How is a logo different from a visual identity?
A logo is one element. A visual identity is the whole system around it that defines how the brand looks everywhere: which colours and fonts it uses, how it lays out content and what its materials look like.
What do brand guidelines include?
Logo description and versions, clear space and minimum sizes, a colour palette with print and screen values, typography, graphic elements, an imagery style and examples on real materials. Plus the source files.
How long does a visual identity project take?
It depends on the scope: a logo with basic rules or a complete system with brand guidelines and materials. We give you the timeline together with the quote, before we start.
How much does a visual identity cost?
We quote every project individually. You can choose a fixed price for the whole project, hourly billing without estimates or the CAAS subscription. We will prepare a quote after a short call.
Do you do rebrands?
Yes. We refresh existing brands or redesign them from scratch when a company changes direction. That was the case with the SZOREK studio, whose rebrand coincided with a change of services and clients.
Do you work with companies outside Poland?
Yes. We work remotely with clients across Poland and worldwide, and help brands adapt their image to new markets.
Will the identity work with AI tools?
It can. Besides the guidelines, we can describe the brand as specific values, templates and examples that AI tools use. Then materials made by marketing or sales look like your brand. Details on the AI design workflows page.
Let’s talk about your brand
Leave your email and we’ll reply with time slots for a short call on Google Meet. Tell us what your company needs and we’ll propose a scope and a quote.