Gain An Excellent Brand Identity Package Worth Roaring About

Brand Identity Package

Table of Contents

A Brand Identity Package is the cornerstone of your business’s public image. It serves as the visual representation of your brand’s story, values, and mission, instantly communicating to your audience who you are and what you stand for. 

In a marketplace that’s more crowded than ever, a compelling brand identity can help you stand out from the crowd, generate trust, and create lasting customer loyalty. But what exactly is a brand identity, what does the package include, and why does a brand identity package matter for your business? 

In this post, we’ll delve into the crucial elements of a brand identity package, including custom logo design, RGB and CMYK files, color palettes, typography fonts, and brand style guides. We’ll also provide a comprehensive breakdown of each component, illustrating why consistency is key in brand representation and how our expertise can tailor your vision into a compelling and unique brand identity package. 

So, let’s dive in!

What is a brand identity and what is included in a package?

A brand identity is the visual expression of a brand containing the visible elements that make up the brand, such as the name, logo, color palette, typography, and any other supporting imagery or graphics that identify and distinguish the brand in consumers’ minds. 

However, a brand identity extends beyond just the visual components. It also communicates the values, personality, tone of voice, tagline, and overall experience a company seeks to convey to its customers. It is the perception or memorable queue that a consumer has when hearing or thinking of a brand name, service, or product.

Basically, brand identity extends to all aspects of a brand’s business, such as customer service, product quality, and even the look and feel of physical and digital platforms. The primary goal of brand identity (through the direction of a brand style guide) is to consistently communicate a brand’s essence, create customer loyalty, inspire trust, and enable the brand to differentiate itself from its competitors.

A Brand Identity Package is an all-inclusive collection of these visual elements. They contain the requisite files for establishing a unified brand image, along with guidelines that direct the appropriate application and potential misuse of the various elements involved.

Brand Identity Package

Elements of a Brand Identity Package

Custom Logo Design

→ Primary Logo
→ Alternate Logo
→ Submark Logo
→ Digital RGB files
→ Print CMYK files
→ Files are JPG, PNG, AI, PDF
→ Custom Logos are Full Color, All Black, All White, and Grayscale
→ Roughly 100 logo files
→ Color Palette
→ Typography / Fonts
→ Other digital assets

Identity Style Guide

→ Art Direction
→ Logo Usage
→ Logo Misuses

How Much Does a Branding Package Cost and How Long Does It Take To Create?

Q. How much should I pay for a brand identity?

Our brand identity package starts at $3,000. All the elements you see listed above are included at this price.

Q. How long does it take to create a branding package?

It takes about 3-4 weeks to create and deliver a branding package. Learn more about our custom-tailored approach below.

A Breakdown Of The Brand Identity Components

Custom Logo Design

Custom Logo Design

A custom logo design refers to a logo that has been uniquely crafted to represent a business, as opposed to using a pre-made template or logo kit. A custom logo is tailored to the specific needs, values, personality, and goals of a brand, considering elements such as the brand’s industry, target audience, and unique selling proposition.

Custom logo design is typically done by professional designers or design agencies who conduct comprehensive research and ideation to understand the brand’s essence and what it stands for. 

Custom logos are original, distinctive, and reflect the character and vision of the brand they represent. They are designed with versatility in mind, ensuring that they work well in various applications, from digital platforms to print materials and merchandise. 

Investing in a custom logo design can greatly contribute to establishing a strong, recognizable, and memorable brand identity.

Logos are one of the most vital elements of a brand’s identity as it often provides the first impression and serves as the visual representation of the brand’s values and mission.

They can come in various forms, including:

Wordmarks or Logotypes:

A wordmark logo, also known as a logotype, is a type of logo that is made up entirely of typography. It uses text, usually the name of the company or brand, to create a unique design. This kind of logo tends to focus on a brand’s name alone, stylized creatively through font choice, color, and layout. It’s a simple yet effective way to present the brand identity.

Examples of well-known wordmark logos include Google, Coca-Cola, FedEx, and Netflix. These brands use distinct fonts and styling in their logos that are immediately recognizable.

Wordmark Logo Examples

Lettermarks or Monograms

A lettermark or monogram logo is a type of logo that uses the initials of a company or individual instead of the full name. This type of logo is often used when a company’s name is too long, complicated, or not distinct enough on its own. By using just the initials in a unique and stylized way, a company can create a compact, memorable logo. 

For example, the logo for IBM (International Business Machines) is a well-known lettermark logo. Other examples include NFL (National Football League), ESPN (Entertainment and Sports Programming Network), BMW (Bavarian Motor Works), and PS (PlayStation). These logos typically consist of a few letters, and the design is kept simple for easy recognition. They can be particularly useful for businesses with long or difficult to pronounce names.

Monogram Logo Examples

Abstract, Symbol, or Icon

An abstract, symbol, or icon logo is a type of logo that uses a unique, stylized image to represent a brand. This kind of logo doesn’t necessarily depict anything recognizable or directly related to the company’s name or products. Instead, it relies on the design’s ability to convey certain feelings, principles, or ideas that align with the brand’s identity.

The key here is that the symbol or icon is not a literal representation of a product or service but a more abstract or symbolic one. 

One famous example is the Nike “Swoosh” logo, which doesn’t directly illustrate any of Nike’s products but evokes a sense of motion and speed, qualities that align with Nike’s brand identity. Another example is Apple’s apple logo. It’s a simple image of an apple, but over time, it has become synonymous with technology, innovation, and design due to Apple’s products and marketing.

The benefit of abstract or symbolic logos like Twitter or Shell is that they can convey complex ideas in a simple, visually pleasing way. The challenge is to create a design that resonates with the target audience and can be easily recognized and associated with the brand.

Abstract, Symbol, or Icon Logo


A mascot logo is a type of logo that uses a mascot, which is usually an illustrated character, to represent a brand. This character often acts as the “face” of the company, embodying its spirit and values, and creating a personal connection with customers.

Mascots can be people, animals, or anthropomorphized objects. They’re usually colorful, fun, and friendly, and they can add a sense of fun or whimsy to a brand’s identity. They can also create a more engaging brand experience, particularly in industries where a brand wants to appeal to families or children.

Some famous examples of a mascot logo is the “Michelin Man” of Michelin, a tire company. Other examples include the “Colonel” of KFC (Kentucky Fried Chicken), Pringles, Mr. Clean, and Mailchimp.

While these logos can be highly memorable and engaging, they may not be suitable for all types of businesses, particularly those in more serious or professional industries.

Mascot Logo Examples

Combination Mark

A combination mark logo, as the name suggests, is a combination of a symbol or icon and a wordmark. This type of logo can give businesses the flexibility to use either the symbol or text independently, or use them together, depending on the context and space available.

Combination mark logos are generally easier to trademark and protect, as they are typically more distinct than a symbol or text alone. They also give more clarity about what the brand represents, especially if it’s a new or less well-known brand, because the symbol and text can communicate more information together.

Famous examples of combination mark logos include:

Adidas: The three stripes are paired with the Adidas wordmark to create a simple and effective logo.

Puma: The leaping puma icon is often seen in combination with the Puma wordmark.

Doritos: The Doritos logo includes both a stylized wordmark and a triangular symbol that resembles one of their chips.

Burger King: The logo is a rounded emblem containing both a stylized burger icon and the Burger King wordmark.

Pepsi: Pepsi’s circular, tricolor logo is often used in conjunction with its wordmark.

This type of logo is one of the most popular types, as it can effectively communicate a brand’s identity through both text and imagery.

Combination Logo Examples


An emblem logo consists of a font inside a symbol or an icon. Think badges, seals and crests. These logos tend to have a traditional appearance, and some can come off as quite official or formal. They’re often used by schools, colleges, and universities, government agencies, and organizations that want to present a sense of authority or prestige.

The main difference between an emblem and a combination mark, which also combines text and imagery, is that in an emblem, the text and symbol are so tightly integrated that they can’t be separated. In a combination mark, the text and symbol can often be used separately while still maintaining brand recognition.

Some famous emblem logos are, Harvard University, NFL, Porsche, Harley Davidson, and UPS. 

While emblem logos can be very visually appealing and impactful, they can sometimes lose detail when scaled down, so careful design consideration is required.

Emblem Logo Examples


A dynamic logo, also sometimes referred to as a “responsive” or “adaptive” logo, is a design that has the ability to change or adapt. This doesn’t mean the logo is animated, but rather, its design is flexible and can change based on its application or context. 

The logo may change in color, shape, size, complexity, or even content, depending on where and how it’s being used. For example, a dynamic logo could be simplified for small applications (like a website favicon or app icon), then shown in more detail for larger applications (like a billboard or signage). 

One of the best-known examples of dynamic logos is the Google Doodle. Google’s base logo is simple, but on certain days it changes to reflect a special event or anniversary. Another example is the MTV logo, which retains its basic shape but frequently changes in style and color. A couple other dynamic logos are Virgin and FedEx. 

Dynamic logos can be a very effective way of keeping a brand fresh and engaging. They offer a unique way to interact with audiences while maintaining a consistent underlying brand identity. However, they also require more effort to maintain and control than static logos, and there’s a risk of the brand identity becoming diluted or confused if not managed carefully.

Dynamic Logo Examples

Regardless of its form, a logo should be unique, memorable, timeless, appropriate, and versatile, encapsulating the brand’s ethos and appealing to its target audience in one simple, compact design.

RGB & CMYK Files


RGB and CMYK are two different color models used in digital and print media, respectively, and they serve as the basis for the creation of digital files.

RGB (Red, Green, Blue)

RGB is a color model used for digital screens, including computers, smartphones, TVs, and any other screen-based devices. This model combines varying degrees of red, green, and blue light to create a wide array of colors. RGB is additive, meaning when you mix all colors, you get white. Digital files created for use on screen-based platforms are typically saved in the RGB color mode.

CMYK (Cyan, Magenta, Yellow, Key/Black)

CMYK is a color model used primarily for printing purposes. This model combines varying amounts of cyan, magenta, yellow, and black to create a spectrum of colors. Unlike RGB, CMYK is subtractive; when you mix all colors, you get black. Digital files that are intended for print are saved in the CMYK color mode to ensure color accuracy.

In the context of logo design and brand identity, both RGB and CMYK files would be included in the brand identity package. This ensures that the logo and other brand elements appear consistently and accurately, whether they’re being viewed on a screen or printed on a physical medium.

Color Palette

Color Palette1

A brand color palette refers to a specific selection of colors that a brand uses consistently across all of its visual elements and communications to represent its identity. This palette plays a crucial role in creating a consistent, recognizable, and memorable brand image.

The colors chosen in a brand’s palette should reflect the brand’s personality, values, and message. For example, a brand that wants to evoke feelings of trust and reliability might choose blues, while a brand that wants to convey energy and passion might opt for reds. 

A brand color palette typically consists of primary and secondary colors:

Primary Colors

These are the main colors that represent your brand and are used most frequently across your branding materials. They’re often the colors that your audience will come to associate with your brand.

Secondary Colors

These colors complement the primary colors and are used to provide variety and visual interest. They’re especially useful in designs that require more than a few colors, like infographics or detailed illustrations.

In some cases, brands may also have a tertiary palette, featuring additional colors that are used less frequently but still harmonize with the brand’s identity. 

Establishing a brand color palette ensures consistency and recognition across all mediums, from the company logo and website to marketing materials, packaging, and social media content.

Typography Fonts

Typography Font

The typography fonts of a brand refer to the specific typefaces the brand uses consistently across its various visual and written communications. This set of typefaces forms an integral part of a brand’s visual identity, working in conjunction with other design elements like color and imagery to communicate the brand’s personality and values to its audience.

Brand typography typically includes a selection of font families that are used in different contexts:

Primary Typeface

This is the main font used in most of the brand’s text elements, including body text and often headings. It should be legible, versatile, and align with the brand’s personality.

Secondary Typeface

This font is used to complement the primary typeface, typically in subheadings, captions, or other smaller text elements. It should harmonize with the primary typeface while providing some contrast.

Display or Accent Typeface

These fonts are used sparingly for emphasis or decorative purposes, like in logos, titles, or callouts. They often have a more distinctive, unique design that aligns with the brand’s character.

In addition to the font families, a brand’s typography can also define specific settings such as font sizes, line heights, letter spacing, and text colors for different types of content (e.g., headlines, body text, captions).

By consistently using a defined set of typography fonts, a brand can enhance its recognizability, establish a clear visual hierarchy in its content, and improve the readability and overall user experience of its written communications.

Brand Style Guide

Brand Style Guide

A brand style guide is part of a brand manual or brand guidelines, a document that provides a detailed set of instructions on how a brand’s identity should be communicated across various mediums. It acts as a rulebook for maintaining consistency in the visual representation of a brand, which is crucial in building recognition and trust with audiences.

Here are some of the key elements typically included in a brand style guide:

Logo Guidelines

This includes specifications on how the logo should be used, including appropriate sizes, spacing, variations, uses and misuses to ensure the logo’s integrity.

Logo usage refers to the correct and acceptable application of a brand’s logo in various mediums and contexts. It is often outlined in the brand’s style guide, providing specific rules and guidelines to maintain the integrity and recognizability of the logo.

On the other hand, logo misuses refer to actions that distort, alter, or improperly use the logo, compromising its consistency and the overall brand image.

Color Palette

The style guide will detail the brand’s primary and secondary colors, often providing specific color codes (Pantone, CMYK, RGB, Hex) to ensure color consistency across print and digital mediums.


This section outlines the fonts the brand uses, including primary and secondary typefaces, font sizes, line spacing, and sometimes even specific use cases.

Imagery and Graphics

The style guide may specify the type and style of images to be used, such as photographs, illustrations, and icons. It may also provide guidance on graphical elements like patterns or shapes associated with the brand.

Voice and Tone

Apart from visual guidelines, a brand style guide might also include guidelines on the brand’s voice and tone in written communication to ensure consistency in brand messaging.

Other Elements

Depending on the brand, the style guide may include additional sections, such as layouts and grids, social media guidelines, stationery specifications, and more.

Overall, a brand style guide serves as an essential tool that helps everyone who works on the brand—from designers and marketers to external partners—understand how to represent the brand effectively and consistently.

Get Consistent

When implementing the elements in your brand identity package, consistency will either make or break your brand image. Here are some reasons why consistency is important.

Recognition and Memorability

Consistent use of specific colors, fonts, logos, and messaging makes your brand easily identifiable and memorable for your audience. Over time, these elements can become strongly associated with your brand, which aids in boosting brand recognition.

Trust and Credibility

Consistency helps build trust with customers. When a brand presents itself consistently across various platforms and interactions, it demonstrates reliability and professionalism, thereby increasing its credibility in the eyes of consumers.

Customer Loyalty

A consistent brand experience fosters a sense of familiarity and comfort among your customers, which can lead to increased loyalty. People tend to stick with what they know and trust.


In a crowded market, consistency in your brand identity helps to set your business apart from competitors. It’s a way of reinforcing your unique value proposition and establishing your own space in the industry.

Coherent Communication

Consistency ensures that your brand’s core message, values, and personality are effectively and coherently communicated to your audience, eliminating any confusion or mixed messages.

Unity and Synergy

For businesses with multiple products or services, a consistent brand identity ensures that all parts of the business are perceived as a unified whole, creating a synergistic effect. 

By maintaining consistency, you ensure your brand identity remains strong and distinct, leaving a lasting impression on your audience.

Your Vision, Our Custom-Tailored Expertise!

Discover how our tailored approach to creating a custom-made brand identity package can transform your brand’s recognition and value.

As a branding agency, our job is not just to create your custom logo and brand identity package, but to make the process seamless and valuable for you. Here’s how we do that:

Understanding Your Vision

Understanding your business is at the core of our process. We want to know what makes your brand unique and translate this into visual branding elements.

Tailored Approach

We don’t believe in one-size-fits-all solutions. Each brand has a unique story, and we tailor our approach to fit yours. Your brand identity package will be custom-made to represent your brand.

Communication & Feedback

This is a collaborative journey. We maintain open communication, welcoming your feedback. We’re here to create a brand identity you’re proud of, and your presence is vital.

Value and Investment

A brand identity package is a business investment. It guides your branding efforts, ensuring consistency and enhancing your brand’s recognition and value in the marketplace.

Brand Identity Approach

With our professional expertise and commitment, we ensure that your brand identity package reflects your brand and is a valuable asset to your business. You can feel confident knowing that your investment is handled by a team dedicated to your success.

The Takeaway

In conclusion, a well-crafted brand identity package serves as the backbone of your business’s branding strategy, acting as a visual ambassador that tells your brand story while connecting with your audience on an emotional level. It’s more than a logo—it’s an embodiment of your business’s core values, vision, and unique selling propositions. 

“Your Vision, Our Custom-Tailored Expertise!” is not just a slogan, it’s the essence of how we approach every project at our agency. We believe that your brand deserves more than a one-size-fits-all, template logo. It deserves a unique identity that encapsulates its distinctive ethos and appeal. 

Our experienced designers don’t just create logos—they breathe life into brands. With deep understanding of brand storytelling, aesthetics, and the current market trends, we strive to design custom logos and brand identity packages that not only look great, but also resonate with your target audience, encouraging brand loyalty and recognition.

When you choose to work with our agency, you’re choosing a partner who understands the value of individuality and the power of consistency. We take the time to understand your vision, your business, and your audience, and then we bring that vision to life through a custom-tailored brand identity package that sets you apart from the competition. 

Remember, your brand is your promise to your customer, schedule a call with us and we’re here to help you deliver that promise in the most visually compelling way possible.

Nicole Andrew

Nicole Andrew is a 20 year brand designer, Level-C certified brand strategist, educator, and co-owner of 28Lions, a branding & marketing consultancy agency.