Branding and graphic design
Brand design agency for identity, logos and guidelines
We design brand identities that hold together wherever your business appears: logo, colour, type, imagery and the guidelines that keep them consistent. Based in Wakefield, West Yorkshire, we work with businesses across the UK.
Who brand design is for
A brand identity is worth investing in when your business is about to be seen by more people, or when what they currently see no longer matches the business you have become.
A good fit if you are…
- Starting a business and need an identity before the website, signage or launch
- An established business whose logo, colours and materials have drifted apart over time
- Rebranding after a change of name, services, ownership or target customer
- Growing a team or supplier list and need guidelines so everyone produces consistent material
Probably not what you need if…
- You only need a single graphic or flyer in your existing style: a small design job, not an identity project
- You need a trademark search or legal advice on a name: speak to an intellectual property adviser
- You are not yet able to say who your customers are; that conversation needs to happen first, and discovery is where we start
What a brand identity project includes
Typically included
- A discovery conversation about your audience, competitors and how you want to be perceived
- Logo design, with primary, secondary and small-size versions such as an icon or favicon
- A colour palette with values for screen and print (HEX, RGB and CMYK)
- Typography for headings and body text, including options that work on the web
- Supporting graphic elements and direction for photography and imagery
- Brand guidelines explaining how to use everything
- Final files in formats for print, web and social media
Quoted separately or not included
- Business naming and copywriting beyond the brand basics
- Photography shoots, printing and print stock
- Trademark searches and registration
- Website design and build (see responsive web design)
- Launch campaigns and advertising (see digital marketing)
Brand guidelines your team will use
Guidelines are a working document, not a coffee-table book. A short guide that staff and suppliers open every week does more for consistency than a long PDF nobody reads. Good guidelines usually cover:
Logo use
Which version to use where, clear space around it, minimum sizes and examples of what not to do, such as stretching or recolouring.Colour and type
Exact colour values, how much of each colour to use, and a type hierarchy for headings, body text and buttons.Imagery and graphic elements
The style of photography or illustration that fits the brand, and how patterns, icons or shapes should be used.Worked examples
The brand applied to real items you use, for example a social post, email signature, business card or website header, so people can copy what works.
How the process works
1. Discovery
We talk through your business, customers, competitors and where the brand will appear. This shapes the brief we design against.2. Creative direction
We present a small number of directions and agree one before detailed design starts, so time is spent refining the right idea.3. Design and refinement
We develop the chosen direction and test it on real applications at large and small sizes, such as a website header, a social profile image and signage.4. Guidelines and handover
You receive the final files and guidelines, with a walkthrough so your team knows where everything is and how to use it.
The proposal sets out the stages, review points and rounds of changes, so feedback has a clear structure and the project keeps moving.
What affects the cost and timescale
The cost of branding depends on how much needs creating: a logo refresh, a full identity, or an identity with guidelines and a set of designed materials. The number of decision-makers and the range of places the brand must work also matter.
Our branding and logo design cost guide sets out typical UK price ranges. Timescales typically depend on the scope and how quickly decisions are made at each review point.
Branding in our portfolio
Our portfolio includes Feathers, listed as a brand identity and digital presence project. You can see the result on the Feathers website and alongside our other work in the portfolio.
Our website case studies show how an identity carries through into page design and customer journeys.
Frequently asked questions
What is the difference between a logo and a brand identity?
A logo is one element. A brand identity is the full visual system around it: colours, typefaces, graphic elements, image style and the rules for using them. The identity is what makes a website, a van, a proposal and a social post look like they come from the same business.
Does a small business really need brand guidelines?
Yes, but they do not need to be long. A short, practical guide covering logo use, colours, fonts and a few worked examples saves time every time someone creates a document, briefs a printer or sets up a social profile. It also stops the brand drifting as more people use it.
Can you refresh our existing brand instead of starting again?
Often, yes. A refresh keeps the elements customers already recognise and fixes what is not working, such as a logo that is unreadable at small sizes or colours that clash on screen. We look at what you have before recommending a full rebrand.
What do you need from us to get started?
A description of what you do and who you serve, the businesses you compete with, any existing logo or materials, where the brand will be used (website, signage, packaging, social) and any deadline such as a launch or opening. Examples of brands you like or dislike are useful too.
How long does a branding project take?
It typically depends on the scope, how many people need to approve the work and how quickly feedback comes back. A logo refresh is a smaller job than a full identity with guidelines and printed materials. We agree the stages and review points at the start so you can plan around them.
Related services and guides
Services that often go with this one
- Responsive Web Design
Websites planned around what your customers need to find and do, built to work on phones, tablets and desktops.
- Digital Marketing
SEO, Google Ads and paid social management, measured by the enquiries and sales they bring in.
- Public Relations
Ongoing communications and reputation management: messaging, stakeholder communication and crisis preparation.
Costs, comparisons and examples
- How much does branding and logo design cost?
Typical ranges for logos, brand identities and full brand systems.
- Freelancer vs agency
Cost, reliability, range of skills and risk compared.
- Website case studies
Hospitality, care and business technology websites from our portfolio.
The Lilybank Agency is based in Wakefield, West Yorkshire, and works with businesses across the UK. See all our services, browse the portfolio, read our case studies or see the areas we serve.
Working with businesses across Yorkshire
We are based in Wakefield and work with businesses across Yorkshire. See all the areas we cover, or choose a town:
Talk to us about your project
Tell us what you need and what you already have. We will get back to you within one working day to talk through scope, timings and budget.