Written scope and responsibilities
We document deliverables, responsibilities, dependencies, review points and exclusions before production begins, so every participant works from the same agreed scope.
Branding & Visual Identity
Brand Identity Design for Consistent Recognition
We build identity systems that stay clear across practical brand touchpoints.
NovaCraft defines marks, typography, colour, usage rules and production assets, then documents the system so internal teams can apply it consistently.
- Logo & Marks
- Type & Colour System
- Written Guidelines
- Brand discovery
- Positioning and messaging
- Logo and mark design
- Typography systems
- Colour systems
- Iconography and graphic language
- Brand guidelines
- Marketing and social templates
- Print and stationery
- Rebrand rollout planning
What we can build
Brand Identity Design Scope
A new business needs a workable identity quickly. An established one usually needs a considered evolution that does not discard recognition it already has. These are different projects.
Working sessions on what the business does, who it is for, who else is in the market and what you want to be understood for, before anything is.
The words that come before the visuals: what you say you do, how you describe it, and the tone that stays consistent across everything.
Help exploring and shortlisting names, with practical checks on domains and obvious clashes. Trademark clearance needs a professional search, which we will tell you to commission.
A primary lockup plus the variants real use demands, horizontal, stacked, icon-only, single colour, and a version that reads at very small sizes.
Type scales and colour roles rather than a swatch sheet, with contrast checked so the palette is usable on the web as well as in print.
The supporting elements that make things recognisably yours beyond the logo, iconography, patterns, imagery direction and layout habits.
A document your team will use: clear rules, real examples, and the misuse cases spelled out. Short enough to be read, specific enough to settle arguments.
Social templates, presentation decks, stationery and document layouts, plus a plan for changing everything over in a sensible order.
Our toolkit
Tools for Brand Identity Delivery
Identity deliverables outlive the software they were made in, so what matters is that you receive open, editable, correctly prepared files rather than exports from one application.
Design
Used for mark construction, layout, type setting and image work, with vector sources kept editable.
- Figma
- Adobe Illustrator
- Adobe Photoshop
Delivery Formats
Provided so the same identity works on the web, in print and in third-party tools without anyone re-drawing it.
- SVG
- EPS
- PNG
- ICO
- WebP
Typography
Selected with licensing checked for web, app and print use. We tell you what each licence covers and what it costs.
- Google Fonts
- Adobe Fonts
- Licensed foundries
Colour
Specified per medium, with accessible pairings identified so nobody has to guess which combinations are safe for text.
- HEX
- RGB
- CMYK
- Pantone
- WCAG contrast checks
Handover
Shared components for teams working in Figma, plus a static document and a folder of assets for everyone else.
- Figma libraries
- Guideline PDF
- Asset pack
Design · Used for mark construction, layout, type setting and image work, with vector sources kept editable.
Who this suits
Need a Clearer Brand Identity System?
New Businesses
Launching and needing a coherent identity quickly, without over-investing before the proposition has settled.
Businesses That Outgrew Their Logo
Where the mark was made quickly years ago and no longer matches what the company has become.
Inconsistent Brands
Where four versions of the logo are in circulation and nobody is sure which is current.
Companies Repositioning
A change in market, audience or offer that the current identity actively works against.
Businesses Before a Website
Teams about to commission a site who need the identity settled first, so the build is not designing the brand by accident.
Merged or Acquired Companies
Two identities that need resolving into one, with a rollout plan that does not confuse existing customers.
What you receive
What the Brand System Includes
Deliverables depend on the agreed scope. A typical identity project may include:
- Discovery summary and creative direction
- Positioning statement and messaging notes
- Primary logo and all required variants
- Light, dark and single-colour versions
- Favicon and app icon sets
- Typography system and licensing notes
- Colour system with per-medium values
- Iconography and graphic elements
- Imagery and photography direction
- Brand guidelines document
- Social media profile and post templates
- Presentation template
- Stationery and document layouts
- Print-ready artwork where required
- Editable source files and an organised asset pack
- Rollout checklist and rebrand sequence
Client project management
How we manage branding & visual identity projects
The delivery method stays visible to both teams. Scope, responsibilities, feedback, approvals and handover are documented from the start.
Step 01 Step 02 One shared project workspace
Files, notes, decisions, links and current priorities stay in one shared workspace, giving both teams a consistent source of project information.
Step 03 Weekly status and next actions
Each week we record completed work, current tasks, blockers, decisions required and the next review point, keeping progress visible without constant meetings.
Step 04 Structured feedback and approvals
Feedback is consolidated by the client decision owner, reviewed against the agreed objective, then recorded before the next production stage begins.
Step 05 Documented scope changes
Requests outside the approved scope are documented with their impact on timing, effort and dependencies before either team commits to the change.
Step 06 QA, handover and next steps
Before handover, we review agreed acceptance criteria, test required journeys, document remaining actions and confirm ownership for launch or ongoing support.
Working instructions
What we agree with the client at kickoff
- Nominate one client decision owner for consolidated approvals.
- Share required access, brand assets and source material before the relevant stage begins.
- Return consolidated feedback against the agreed review date whenever possible.
- Use the shared workspace for decisions so important context is not split across channels.
- Raise blockers and changing priorities early so timeline or scope impact can be reviewed before work continues.
Frequently asked questions
Branding & Visual Identity questions we are asked most
A logo is one element. A brand identity is the whole system it sits inside, typography, colour, imagery, iconography, layout habits and the rules for using them consistently. A logo on its own leaves every other decision to whoever is making the next thing.
A focused identity for a new business typically takes three to five weeks. A full rebrand for an established company with more applications and more stakeholders usually takes longer, mostly because review and approval take time rather than the design itself.
We usually present two or three genuinely distinct directions rather than a dozen variations of one idea. Each is developed enough to judge properly, shown in use, not floating on a white page. We then refine the chosen direction through agreed rounds.
We check for obvious clashes in your market and for domain and social handle availability. That is not a legal clearance. Before committing, commission a proper trademark search from a qualified attorney, we will always tell you this rather than let it slide.
Vector sources you can edit, plus SVG, PDF and EPS for scalable use, PNG and WebP for screen, ICO and PNG icon sets for favicons and apps, and CMYK or Pantone artwork where you need print. Everything is organised and labelled.
Yes, and often that is the better call. We can refine a mark, build the missing system around it, or add the variants and rules you never had. Discarding recognition you have already earned is rarely free.
Sometimes. We will always tell you what a typeface costs and what the licence covers for web, app and print before recommending it, and we can propose a strong open-source alternative where budget matters.
Yes. That includes templates for the things your team makes most often, a sequenced checklist of what to change and when, and applying the identity to your website or app if we are building it.
Yes. Colours are specified per medium, artwork is supplied print-ready where needed, and the mark is constructed so it reproduces at small sizes and in single colour, which is where print tends to expose weak logos.
Start with what you stand for
Let’s work out what your brand should be understood for
Good identity work starts with a conversation about the business rather than a mood board. What you do, who it is for, and what you want people to take away.
Tell us where you are, starting out, outgrowing something, or trying to bring a scattered brand back together.
Real files. Usable guidelines. Straight advice on legal checks.