Brand identity design, in four packages, at posted prices.

The four rungs

The product is your brand, made canonical, in files you own and run. Whatever your brand is today—a mark that mostly works, colors that shift between vendors, documents that break between installs—the engagement delivers it back as one enforced system. Four rungs, each containing the one below it. The Mark is the mark alone. The brand itself begins at the Identity.

Brand Mark

$1,500 brought · $4,500 commissioned · two to four weeks

The mark, mastered and owned. Finished production on a mark you already have, or one designed for you. One price, one deliverable, no strategy and no engagement.

Brand Identity

$12,500 · five to seven weeks

The complete record, mastered, in files you own and run: signed strategy, the suite, color and type, tokens, guidelines, stationery, the vendor kit, the launch plan.

Brand System

$18,500 · six to eight weeks

The Identity plus the working documents your staff live in, tested in your own software.

Brand Book

$28,000 · ten to twelve weeks

The whole company bible, launch and on-site training included.

Prices are posted and fixed. The calendar counts your reviews and the press proofs, not just our effort. A Mark credits in full toward the Identity within twelve months.

Brand as identity earns its price where buyers choose between near-equals on trust or feel: consumer businesses, hospitality, retail, professional firms competing for the same referral, products at parity. For most other businesses the logo is a mark, not an identity, and the Mark is the honest buy.

What each package holds

One row per deliverable, one column per package. A filled dot means the row is in the package; each package holds every row of the one before it.

Slide to compare →

Every row exists in finished form in the Lakewell demonstration archive, so you can hold each deliverable before you decide.

The Mark, brought or commissioned

Most businesses already have a mark. It came from a designer, a template, a sign shop, or an AI, and it lives as one PNG that every vendor redraws a little differently. The Mark takes that file and finishes it. Whether the mark is brought or commissioned, what leaves is the same:

The master

A vector master, redrawn to true curves, with the source files.

The suite

Every variant a use will call for: horizontal, stacked, the symbol alone, one-color, reversed, and the small-size cut.

Color, both ways

Specified for screen and for press, matched against a physical ink chip.

Every vendor format

The files a sign shop, a wrap installer, an embroiderer, a printer, and a web developer each ask for, named by vendor, so the question never comes back.

The logo sheet

One master sheet: clear space, minimum sizes, the variants, the colors, and the rules for the mark on its own.

Ownership, settled

The files, the source, and the font licenses assigned to you in writing, with a plain read on where the mark stands.

A commissioned Mark starts one step earlier, with the mark designed: candidates shown in application, two rounds, and a one-page color and type specification so the mark arrives with its palette and its typeface. A mark you want kept but corrected—cleaned, re-proportioned, its type set right—is a commissioned Mark that starts from yours.

Every mark, brought or commissioned, gets a documented surface search before it is sealed: the federal register, reverse image, domains and handles, the state registry. The practice warrants originality to its knowledge. Clearance for registration is yours, through counsel, and the agreement says so. A brought mark is accepted on a pre-screen of the files you send after the reply; if it cannot be mastered without a redraw, you hear that before you pay, and the redraw is quoted as its own line. Ask about the Mark, and say where the mark is going first: the sign, the wrap, the shirts, the site.

Before anything is designed

The Identity and above open with a structured intake: about thirty questions, most answerable in an afternoon. It collects the facts (names, dates, offerings, contacts), the files (your mark’s vectors, the documents in circulation, the fonts and their licenses), and the context (who your customers are, why they choose you, what exists in print today). Nothing is designed from memory or guesswork; the intake is where the system’s accuracy begins. The Mark opens with the same intake; your files come by email after the reply, never through a public form.

The schedule, and what waits on you

Every package above the Mark runs one spine, in this order, because each step is built on the one before it. The steps in italics are yours: a signature, a review, or a proof in your hands. They set the pace; our effort does not.

The spine

Intake → the foundation, signed → the mark mastered → the suite sealed → color and type → palette and type approved → guides, stationery, kit → copy read → press proof in hand → quality pass → delivery.

The Mark

Two to four weeks. A shorter spine: your files → surface search → mastered (or designed, then mastered) → the suite sealed → chip approved → the sheet → delivery.

The Identity

Five to seven weeks. The spine as written. The signed foundation is the step most often waited on, and everything visual waits behind it.

The System

Six to eight weeks. Adds one gate near the end: your staff exercise the working documents in your own Office install before anything is installed.

The Book

Ten to twelve weeks. Adds a strategy interview in week one, a third round on the book and the language guide, and a training day on your staff’s calendar at the close.

The windows count responsive days. A review held past three business days moves delivery day for day. One press proof cycle is included; the identity book is delivered to the chapter list in the matrix above; training is one day on site within sixty miles.

How decisions get made

The work crosses named gates, and you review at each one: the mastered mark suite before it is sealed; palette and type before anything renders in them; the client-facing copy before it ships. Print color is approved against a physical ink chip and a press proof, never a screen, and the working documents are exercised in your own software before they are installed.

When candidates are presented, they are shown in application—on the letterhead, the sign, the screen—never floating on a blank page. The surface search accompanies any candidate treatment, and evaluation runs on three stated criteria: appropriate, memorable, simple. Taste gets a vote; the criteria decide.

Revisions, and who approves

One approver

You name one decision-maker; their sign-off is the sign-off.

Revision rounds

One on a brought Mark. Two per gate from the commissioned Mark up. Three on the Book’s identity book and language guide. All included in the price.

Beyond the rounds

Further rounds at the published rate card, stated in the agreement.

Committee review

Welcome; it adds a priced round, agreed in advance.

The caps are what keep a fixed price honest: the scope of revision is part of the scope.

Payment and terms

The Mark

One payment on acceptance.

Identity and above

Three equal payments: on acceptance, at thirty days, at sixty days.

Terms

Net 30, invoiced electronically.

Ownership

Full assignment on final payment: files, source, and rights, in writing.

The credit

A Mark bought within the last twelve months credits in full toward the Identity.

What arrives

A versioned archive: the volumes, the mark suite in every format a vendor will ever ask for, the working documents, a browsable brand portal that runs from your own file share, and a launch plan that switches your surfaces in the order customers meet them. It arrives with a one-page READ-ME that answers “which file, for which job” without a phone call, and a direct address for the day a vendor needs a variation that is not in the kit. The Mark arrives the same way, one volume deep.