Solutions 01 Brand Identity
We ask what should improve before we ask about design
Pin down who you are, and write it so whoever picks it up next can use it.
01
Brand Identity
Timeline
2
weeks
Brand Sprint · 4 sign-offs
The real problem
The visuals are fine. The decisions were never written down. That cost never shows up on a quote, but you pay it every month
How we approach it
We go in this order: business growth goal (customers, price, retention, new markets, fundraising) ➔ where the gap is today ➔ whether the design needs to change. More than once, we’ve reached the end of those questions and found the pricing was fine. What was stuck was the sales process.
A finished identity earns its keep in every decision that comes after. Once positioning is settled, you stop re-arguing “should we say this?” or “can we use this color?” every time. That’s why we deliver rules and tokens. Image files stop being enough within three months. Rules keep working.
Before we propose anything, we look at these four things
01
How you described yourself the last three times
The first line of your website, the first slide of your deck, your sales team’s opening line. If the three don’t match, it usually means positioning hasn’t been written down. It has less to do with how well the copy is written.
02
How long it takes to make a new asset
If you dig through old files for the colors every time, you have past examples but no rules. Examples get messier as they pile up. Rules save more effort the more you use them.
03
Where competitors’ messaging clusters
We look at which claims are already crowded. To stand apart, you have to stand where nobody is yet.
04
Whether your identity hands off cleanly to engineering
Are there tokens? Have contrast ratios been checked? Is there a minimum size? If not, someone has to explain the design to your engineers all over again, every time.
What we ask on the intro call
muzi
Six months from now, which number in your business do you want to see go up?
You
Inquiries. About three or four a month right now.
muzi
Then let’s leave the logo alone for now. First we’ll check whether the first line of your website, the first slide of your deck, and your sales pitch are saying the same thing.
A rule we find annoying too
In phase 2 you choose one route. You can’t take a piece of each.
Each route’s proportions, colors, and type only work together. Pull them apart and recombine them, and you get something that looks like none of them. Of all the rework we’ve seen, this kind is the most common, and the most expensive.
You get something at the end of every phase
Phases marked “sign-off” don’t move forward until you’ve signed off.
01
Anchor
Interviews, competitor scan, confirming positioning
You’ll see a positioning statement + direction keywords
Sign-off: positioning confirmed
02
Explore
Three visual routes, each with a wordmark, three colors, and a layout example
You’ll see proposals for three routes
Sign-off: pick one route
03
Refine
Develop the chosen route: drawing, contrast checks, type roles, layout
You’ll see the finalized core identity
Sign-off: revision round 1
04
Systemize
Tokens, components, applications, guidelines document
You’ll see the full package
Sign-off: revision round 2
05
Handoff
Training, file delivery, and maintenance advice
You’ll see a handoff meeting + file library
What you get
Your engineers can use the last three items as they are, without reading a manual first.
You get rules and tokens along with the image files.
Strategy Positioning statement: one sentence that says who you are, who it’s for, and how you’re different. With do and don’t examples for tone of voice.
Logo Primary logo plus horizontal, vertical, one-color, and reversed versions. Clear space and minimum sizes, one set for print and one for screen.
Color Primary, secondary, and neutral scales, each color labeled with its role. Includes an accessibility contrast table with the ratio for every foreground/background pair.
Typography Which typeface for the wordmark, headings, body, and numerals. Sizes, line heights, and letter spacing from the largest heading down to footnotes. Licensing notes.
Graphics and layout An icon language or supporting graphic system, with quality criteria. Grid and spacing scale, and three or more layout prototypes.
Files Vector source files and exports in every size, a web font package, design tokens (CSS variables and JSON), and the guidelines document.
See a real example
Each one opens up so you can see how the calls were made at the time.
Who does the work
Google APAC Product Marketing
Positioning, go-to-market strategy, competitive analysis, and naming.
Brand Identity work
LifeOS brand identity
LifeOS brand identity
Muzi Studio brand identity
Muzi Studio brand identity
Fixed scope, clear numbers
You’ll get a price range at the end of the intro call. No form to fill out first.
How we charge
Brand Sprint (two weeks) or priced by phase (if the scope isn’t settled yet, we do the Anchor phase first and decide from there)
Two revision rounds included. Anything beyond that is quoted in advance
You’ll get a range at the end of the intro call
What we need from you
One point of contact who can make the final call, and up to two other decision makers
Existing material: source files for your current logo, product photos, existing copy
Two 90-minute meetings (Anchor phase, route selection)
A reply within 48 hours of each presentation. Late replies push the schedule back
What’s not included
Print production and press checks
Trademark searches and registration filings
Commissioned photography and illustration
Web build (available as an add-on; see Web & Technology)
Producing new assets after launch
What’s involved
CoreBrand StrategyVisual DesignSupportingSocial MediaVideo
FAQ
Can you really finish an identity in two weeks?
Yes. The decisions all happen up front: positioning is confirmed before the end of week one, and visuals start in week two. When projects drag, it’s usually because a decision keeps getting put off. It’s rarely a lack of time.
We already have a logo. Can we just do the guidelines?
Yes. In that case what needs work is usually the design system, and the identity can stay. A one-day audit first will cost less than going straight into a project.
Who owns the copyright to the files?
Everything is yours once the final payment is made, source files included. We only keep the right to show it in our portfolio, and if you’d rather we didn’t, we can write that out of the contract.
Do we need to buy font licenses separately?
Yes. We’ll list which typefaces need a commercial license and roughly what each costs. You can buy them yourself or have us handle it.
Book a 30-minute call
It’s free. We’ll ask whether the last three things you said publicly were saying the same thing. You’ll leave with a first take on direction and a rough idea of scope.