A logo solves a smaller problem
If a new business needs a professional mark for invoices, social profiles and a basic website, a logo project may be enough.
Make sure you receive usable vector and image files plus light, dark and simple versions.
A brand identity covers the full visual system
Identity work can include typography, colour, layout rules, image direction, supporting graphics and examples for common business materials.
It becomes more useful as more people create content for the brand.
Think about where the brand appears
List the real applications: storefront, vehicle, uniform, proposal, social avatar, website, packaging, sign or app icon. The identity should survive all of them.
Plan the rollout before rebranding
A change can touch websites, business profiles, documents, social accounts and printed materials. A rollout list prevents old and new identities from living side by side for months.
