Visual identity
A visual identity is the set of rules that makes a company look the same everywhere. Logo, colours, typography and usage rules, gathered in a brand book that your team, your printer and every subcontractor work from. We design it from the strategy workshop to print-ready files.
When it
makes sense
Usually in one of three situations. We know each of them from our own projects.
(A new company)
Double Royal, a property developer registered in January 2025, had a monogram, stationery, a 14-page sales catalogue and a banner on the site fence before the year was out.
01 / 03(Rebranding)
After 30 years in business Kadrol swapped “Przedsiębiorstwo Kad-Rol” for a single word and a mark with an ear of grain shaped like the letter K. Mardo kept its red and navy, and the new mark went onto the curtains of truck sets that drive all over Europe.
02 / 03(A group of brands)
Wielton Group has one 52-page brand book for seven brands. Supernova signs a car showroom, events and driver management with one mark, and each of the three brands has its own colour.
03 / 03What
you get
Grzegorz Rożalski sends sponsors, printers and the media one pack of 78 files instead of screenshots. Fraszek Group has a 26-page brand book that its team, its printer and every subcontractor work from.
(Scope)
- Strategy workshop, personas and competitor research
- Brand platform, reasons to believe and tone of voice
- Name and tagline, if you need them
- Logo in vertical and horizontal versions and as a symbol
- Colours in CMYK, RGB and HEX, plus typefaces
- Brand book with clear space and misuse examples
- Letterhead, business cards, email signatures and social media templates
- Fleet livery, clothing, banners and merchandise
(How we do it)
- Research. The company, competitors and audience, usually in a workshop with the management team
- Strategy. Positioning, brand promise and tone of voice
- Directions. Two or three logo directions to choose from
- System. Logo, colours, typography and the brand book
- Roll-out. Print files, templates and applications
pages of brand book for Wielton Group’s seven brands
files in the brand pack of European champion Grzegorz Rożalski
pages of Fraszek Group’s brand book, after workshops with three personas
word, KADROL, instead of three in the old name
Our
projects
Every project told from problem to result, with numbers, not adjectives.
Frequently asked
questions
Short and to the point. We will explain the rest in a conversation.
What is the difference between a logo and a visual identity?
A logo is one element. A visual identity is the whole system, meaning the logo in several versions, colours, typefaces, usage rules and templates for every application. The system is what makes a business card, a website, a truck curtain and a social post look like one company.
What goes into a brand book?
Logo construction and versions, clear space, minimum sizes, colours in CMYK, RGB and HEX, typography, misuse examples and application templates. Wielton Group’s brand book runs to 52 pages and Fraszek Group’s to 26, while smaller brands get a one-page guide, like Fizjo Sport Kids. We go into detail in our post on brand books.
When is a logo refresh enough, and when do you need a rebrand?
A refresh is enough when the mark is recognisable and the problem is execution. Fraszek Group kept its symbol and colour order and shortened a long name to FRASZEK GROUP. A rebrand makes sense when the brand no longer fits the company, as at Kadrol after 30 years. We walk through it step by step in our post on rebranding.
Do you also create names and taglines?
Yes, when the brand needs them. We wrote the tagline Many routes. One destination. for Wielton Group and the event slogan “Express your logistics in green” for Agromex, and Kadrol got a shorter, one-word name.
Do you work with companies outside Wieluń?
Yes. We have designed brands for companies in Legionowo, Radomsko and Warsaw, and Wielton Group operates in several European countries. We run workshops at your office or online.
What do I get at the end of the project?
The logo in every version and format for print and screen, the brand book and the applications you ordered. Grzegorz Rożalski received 78 files, 3 logo variants in 4 formats and a table of what to send to whom, from sponsors to printers.
How much does a visual identity cost?
It depends on the scope. A logo with a business card is priced differently from a system for a group of seven brands. We price projects after a conversation and a short brief, split into stages, with dates and a cost for each stage.
From the
blog
We write about what we learn on projects.
How do you build a strong brand identity and stand out in a competitive market?
What a brand book should contain and why it protects your brand when the printer takes over
Company rebranding step by step. When it makes sense and how to keep what customers already know
How do you build a distinctive tone of voice for your brand?
What is RTB and how do you build one for your brand?
Company vehicle wraps. How to design fleet graphics that read from a distance
Other services,
the same team
How we
get started
No lengthy procedures. Three steps and you know what, when and how much.
Brief
You tell us what you are working on. A few sentences will do, we will ask about the rest.
We reply with questions for the briefMeeting
We talk about goals, scope and deadlines, online or at your office.
We know the goal, scope and deadlineProject
You get a proposal broken down into stages, and we get started.
Stages, deadlines and costGot a project?
Tell us about it. We'll get back to you with questions for the brief.