Brand identity systems for product companies
A logo file isn’t a brand. You need type, color, voice, and UI tokens so product and marketing don’t drift into two companies.
Who it’s for: For startups and SaaS teams outgrowing founder DIY visuals — ready to look intentional on site, decks, and in-app.
We won’t take this if: you want endless logo contests or refuse to decide who the brand is for.
Guidelines that include product UI tokens — usable by eng and marketing
What changes when this lands
Positioning before pixels
Who you are for — or the mark is decoration.
System, not one-offs
Logo suite, type scale, color roles, spacing.
Product-ready tokens
Map brand to UI so Next.js and Figma stay friends.
Guidelines people open
Short, visual, with do/don’t — not a 80-page graveyard.
Roles named. Steps clear.
Stakeholder workshop
Audience, tone, rivals, constraints.
Direction boards
2–3 visual territories.
Identity lock
Mark, type, color decided.
Applications
Site, deck, social, product chrome.
Tokens
Export for Figma + CSS variables.
Handoff
Guidelines + file kit.
One constrained engagement
SaaS rebrand (NDA)
Looked generic next to category leaders despite a working product.
Couldn’t pause product shipping for months.
Tighten positioning; build identity + UI tokens in parallel with a marketing site pass.
- Sales reported fewer “who are you?” reactions in demos
- Marketing/product visual cohesion
What you actually get
- →Logo suite + usage rules
- →Type and color system
- →Core applications (site hero, deck, social)
- →UI token starter
- →Guidelines PDF/Notion
Identity systems commonly $8k–$25k depending on applications. Full rebrand with website is packaged separately.
India–US dual team available for overlap hours. Exact quotes follow discovery — no fake “instant calculators.”
Objection killers
Do you write messaging?
Yes — positioning and voice basics. Long-form content is separate.
Trademark filing?
We design; counsel files. We’ll flag collision risks we can see.
How many concepts?
Usually two strong directions — more options rarely means better decisions.
Ready to talk scope?
Bring constraints. We’ll bring a timeline and a cut list. Free discovery call — response within 24 hours.
Also exploring? Case studies · Retainers