A provider is chosen in under a minute, almost always before the first call. In that minute they judge how you present it.
When you need it
You have a website and avoid sharing it with a serious prospect. When the organization itself dodges its own presence, the message already landed.
The logo on the sign is not the one on the site, the brochure color is not the invoice color, and everyone builds their own graphics however they can.
There are visits but no enquiries. The site informs and never proposes: nobody knows what the next step is.
What it covers
The method, live
None of the four is better than the others. The expensive mistake is not choosing, and ending up with a bit of each.
Type system
Design is deciding
Define before you draw
The system holds the coherence
Type is not chosen by taste. It is chosen by how much text has to be read, at what distance and on what surface.
Territory 02 · Indigo #4A40D0
The method
Nobody redoes a logo three times because the designer missed. It gets redone because drawing started before deciding what to say.
Brand and identity process
| Stage | What happens | What you approve | Duration |
|---|---|---|---|
| Discovery | Interviews with decision makers, review of what exists and of the market alternatives | Positioning brief, one page | 1 week |
| Territory | Two or three distinct directions with palette, type and tone, still without a logo | The direction, before anything is drawn | 1 week |
| Identity | Logo built on the chosen direction, tested at full size and reduced | The mark and its versions | 2 weeks |
| Presence | Structure, copy and design of the site built on the identity | Every screen before it is coded | 2 to 4 weeks |
| Handover | Brand guidelines, source files, recorded training and launch | The full delivery | 1 week |
The Territory stage is what avoids the classic problem. Direction is argued while changing it is still cheap, not once a logo exists and somebody has grown attached to it.
The brand team inside the consultancy. It designs the identity and then keeps it: when the organization grows and needs a new piece, nobody has to explain the project from scratch.
What you receive
This goes in the proposal. If anything here is missing on handover day, the project is not closed.
Brand project deliverables
| Deliverable | Format | What it is for |
|---|---|---|
| Logo | SVG, PDF, PNG | Vectors that scale from a business card to a billboard |
| Logo variants | SVG, PDF | Horizontal, stacked, monogram, positive, negative and single ink |
| Color palette | HEX, RGB, CMYK, Pantone | The same color on screen, in print and on vinyl |
| Type system | Licences and scale | Which face, which weight and which size for each thing |
| Brand guidelines | So an outside supplier does not break the system | |
| Base templates | Editable | Social graphics, decks and email signature, ready to use |
| Published site | Source code and credentials | Yours, transferable to any provider |
| Training | Recorded video | So the team edits content without calling us |
Who this is for
Questions
Yes, and it is a common case. Often the logo is fine and the problem is that nothing was ever built around it.
Because they are different jobs and one governs the other. You can buy the site alone, but we will tell you what gets given up.
In practice that is enough because each stage is approved before the next: by the time you reach the logo we have already agreed direction, palette and tone. Extra rounds are quoted hourly and flagged in advance.
We use generative tools to explore directions quickly during Territory, and we always say so. The final mark is built in vectors, by hand, because it has to work at sixteen pixels and a generated image does not solve that.
Yes: foundations, associations, schools and faith communities. They tend to share the same picture — serious operation, dated image, manual processes — and the same underlying problem: the image signals less than the organization delivers.
Websites, stores and internal systems
Next stepNinety minutes, no cost, written report