Brand system
Strategy first, then a brand with rules written for people who aren't us.
50% at checkout (€1,950), the balance on delivery.
Usually 5 to 6 weeks.
Who it’s for
A business where other people will make things for your brand: staff, a freelancer or two, a printer, a partner, an agency doing your ads. Or you’re about to pitch to investors or clients and need the whole thing to hang together.
Skip it if you’re the only person who’ll ever touch the brand. Brand Identity will do and costs less.
The workshop, and the strategy sheet
This is what the extra money buys, so here’s what happens.
Before the workshop we send a short worksheet. The workshop itself is a live conversation, on video or in person if you’re near Bologna. We talk about who you’re for, which brands you admire and which ones you can’t stand, the words you’d use about yourself and the words you wouldn’t.
A few days later you get a strategy sheet: about two pages on who the brand speaks to, how it sounds, and what it stays away from. You agree it before we draw anything. The design then answers that sheet, not a mood.
If the strategy changes after concepts have started, tell us early. Concepts built on the old one may need redoing, which counts as an extra concept at €290.
What you get
- A kickoff workshop (live, video or in Bologna) and a short worksheet beforehand
- A strategy sheet of about 2 pages
- 3logo concepts
- A logo suite: primary, secondary, submark
- A palette and a type system
- About 30 pages of guidelines, as a PDF
- Pattern and icon direction: 1 brand pattern and 12 starter icons in the brand’s style
- Stationery designs: business card, letterhead and envelope
- A presentation template for your own slides
How it runs
- Week 1Pay, worksheet, workshop.
- Week 2Strategy sheet, agreed with you.
- Weeks 2 to 3Three concepts.
- Weeks 3 to 5Rounds on the concept you picked, then pattern, icons and stationery.
- Week 6Guidelines finished, template built, sign-off, balance payment link.
The clock stops while we wait for you. Pause and closing rules are on the process page.
Rounds, and a fresh start
3 rounds, one consolidated list of changes each, on the concept you chose. A new direction is a concept, not a round.
If none of the three concepts work, one fresh concept round is included. After that, an extra concept costs €290 and an extra round €150.
You can stop after the first concepts. You pay half the package price (your deposit covers it) and you don’t receive final files.
Files and ownership
Logos in SVG, EPS, PDF and PNG. Guidelines as a PDF. Stationery as print-ready PDFs. The presentation template as a PowerPoint file (.pptx), which also opens in Keynote and Google Slides. Pattern and icons as SVG.
Once the balance is paid, the rights in the final files are assigned to you in writing. Fonts and unused concepts are explained on the process page. We may show the project in our portfolio unless you tick the box at checkout. Opting out is free.
We check for obvious conflicts in a quick search but do not carry out a legal trademark clearance. To register a mark, talk to a trademark attorney or UIBM/EUIPO.
Not included
- Printing stationery
- Writing copy: slide text, taglines, brand voice examples beyond the sheet
- Photography, illustration commissions
- A website. Brand System plus a site is a custom quote.
- Trademark registration or legal clearance
- Naming the business
Add-ons that fit
- Extra concept€290
- Extra revision round€150
- Social pack€320
- UI screensMinimum 5€120per screen
- Rush+30%
The sample
Tessa Ciclofficina, an invented workshop. This page is at Brand Identity size. A Brand System runs to about 30 pages and starts from a strategy sheet.
Questions
What happens in the Brand System kickoff workshop?
It’s a live conversation, on video or in Bologna, where we go through what the business does, who it’s for and how you want to sound. We take notes and turn them into a strategy sheet, a short document that sets the direction before any logo work starts. You see it and can correct it before we begin on concepts.
Brand Identity or Brand System: which one do I need?
Brand Identity (€1,890) is enough if you need a logo, colours, type, a short guidelines PDF and a few templates to get going. Brand System (€3,900) is for a business that has several people or suppliers using the brand and needs it written down in more detail, with the workshop, strategy sheet, pattern and icon direction, stationery and presentation template. If you’re unsure, start with Brand Identity; a system is easier to add than to unpick.
What if I don’t like the first concepts?
Brand Identity, Brand System and the Brand + Website bundle include one fresh concept round if none of the first concepts work. Logo doesn’t, so a new concept there is €290. If you decide to stop after the first concepts, you pay for the work done so far, which we set at 50% of the package price, and you don’t receive final files. If you’re a private customer, the withdrawal rules also apply: see the withdrawal question below.
Do I pay everything up front?
Under €1,500 yes: you pay in full at checkout. From €1,500, you pay 50% at checkout and the balance when we deliver. The balance is due before we release the final files and transfer the rights. So Logo and Landing Page are paid in full. Brand Identity, Brand System, the Website packages and the bundle are 50% up front.
Who owns the files and the design?
You do, once the package is paid in full. We assign you the economic rights in the final delivered files in writing. Concepts you didn’t choose stay with us. A designer’s right to be credited can’t legally be transferred; we won’t insist on a credit if you’d rather skip it.
Buy Brand System
€3,900. Today you pay 50%: €1,950. The balance is due on delivery, before the final files and ownership move to you.
Something custom? Tell us about it
Under €1,500 you pay in full at checkout. From €1,500 you pay 50% at checkout, and we email a payment link for the balance on delivery, before the final files and ownership move to you.
- Need less?Brand Identity
- Want a site on top?Tell us about it