01
Logo & lockups
Primary, secondary, stacked, horizontal and icon-only — with clear-space and minimum-size rules.
Craft — Brand Identity
An identity system, not just a logo.
A logo is one asset. What you actually need is a system — type, colour, layout, photography and motion rules that let ten different people make things that still look like you.
8
weeks, typical
3
routes explored
100%
files owned by you
The problem
Why this usually goes wrong.
The test of an identity is not the reveal presentation. It is the invoice, the job ad, the WhatsApp broadcast and the trade-show banner made by someone who has never spoken to a designer.
So we design for the boring cases first. If it survives a 16-pixel favicon, a low-quality print run and an intern in a hurry, it will survive the launch film.
What's included
Everything in the engagement.
No line items discovered halfway through. This is the scope, written down before we start.
02
Typography system
A licensed type pairing with a full scale, plus a fallback stack for email and web.
03
Colour system
Primary, secondary and functional colours with contrast checked against WCAG AA at every pairing.
04
Layout & grid
Reusable compositions so pages and posts feel related without being identical.
05
Art direction
Photography, illustration and iconography rules with real examples of right and wrong.
06
Applications
Stationery, social templates, presentation deck, signage and packaging as required.
What you get
Deliverables, itemised.
- Full logo suite in vector, PNG and favicon formats
- Type licences and installation guidance
- Colour palette with hex, RGB, CMYK and Pantone
- Grid and layout system
- Editable social and presentation templates
- Brand guidelines document
- Handover session for your team
How it runs
Four phases, dated.
01
Territories
Three genuinely different design directions, each argued from the positioning — not three shades of the same idea.
02
Refine
You pick one. We take it to breaking point across the hardest real-world applications.
03
Systematise
Type, colour, grid, motion and art direction built out into a coherent, documented system.
04
Hand over
Files, licences and a working session so your team can use it without calling us.
Related
Works well alongside.
These are the engagements that most often run with brand identity.
Craft
Brand Strategy
Strategy is not a deck of adjectives. It is a set of decisions about who you are for, what you refuse to do, and the one sentence a customer repeats to a colleague.
Explore →
Craft
Rebranding
The design is the easy half. The hard half is the four hundred places your old brand still lives — and the rankings, links and templates that break the week after you switch.
Explore →
Craft
Brand Guidelines
A guideline document nobody opens is an expensive PDF. We write rules in the order people need them, with real examples of what goes wrong.
Explore →
Questions
Answered before you ask.
How many logo options do we see?
Three routes at the first presentation, each a genuinely different strategic idea. We do not show twenty variations of the same mark — that is a way of making the client decide instead of the designer.
Do we own the final artwork?
Completely. You receive the working source files, not just exports, and the type licences are purchased in your company name.
Can you work with our existing logo?
Yes. Plenty of identity work is a system built around a mark that already has equity. We will tell you honestly if we think the mark is the problem.
What about accessibility?
Every colour pairing in the palette is checked for WCAG AA contrast before it ships. If a combination fails, it is documented as decorative-only.
Next step
Tell us the number you need to move.
Send a short brief and a strategist — not a salesperson — replies within one working day with an honest read on whether we are the right fit.
Or call +91-+91+91+91+918058848888