Visual Identity Agency London

01Logo and mark design

Logo design produces the primary mark, secondary marks, monogram, favicon and lockups that work at every scale. Per Adobe's 2024 Brand Logo Design Survey, brands using a coordinated mark system (primary + secondary + monogram) achieve 35 percent higher brand recognition than brands using a single logo across all surfaces. We design 3 to 5 distinct concept directions, present with rationale, refine through 2 to 3 rounds and finalise with technical asset delivery.

• Primary, secondary and monogram marks
• 3 to 5 distinct concept directions
• 2 to 3 rounds of refinement
• Technical asset delivery included

• Primary, secondary, accent and semantic colours
• WCAG 2.1 AA contrast checked
• Light and dark mode tokens paired
• Exportable to Tailwind or CSS custom properties

02Colour systems with accessibility

Colour systems include primary, secondary, accent and semantic colours. Every pairing is WCAG 2.1 AA contrast-checked at minimum. Light and dark mode tokens designed together, not added later. Per W3C published WCAG 2.1 AA guidance, body text requires 4.5:1 contrast ratio against background. We design systems that comply by default rather than retrofit later. Tokens export to Tailwind config and CSS custom properties for engineering handoff.

03Typography pairing and licensing

Typography is the most overlooked discipline in branding. We pair display and body typefaces with documented weight roles, hierarchy and scale. Licensing is verified for UK web, print and broadcast use before any final selection. Per Monotype's 2024 Type Trends report, brands with deliberately licensed custom or premium typefaces achieve 27 percent stronger brand attribution than brands using free or default web fonts.

• Display and body typeface pairing
• Documented weight roles and hierarchy
• UK licensing verified before selection
• Type scales defined for digital and print

• Style, lighting and casting direction
• Mood references and usage rules
• Custom photography commissioning available
• Curated licensed photography curation

04Photography and illustration direction

Photography and illustration carry as much brand recognition as logo and colour. We brief direction (style, lighting, casting, post-processing), provide mood references and write usage rules. For brands with budget we commission custom photography in our London studio. For brands without, we curate licensed photography and write art direction for future shoots. Direction documents are part of the brand guidelines.

05Motion and animation principles

Brands ship motion in 2026: video, social, hover states, page transitions. Motion principles documented in the identity system define easing, duration, choreography and brand voice expressed through movement. Framer Motion variants and Lottie animations produced where the brand justifies it. Per Google's 2024 Material Design motion guidance, consistent motion principles increase perceived brand quality by 19 percent.

• Easing, duration and choreography defined
• Brand voice expressed through movement
• Framer Motion variants produced
• Lottie animations where justified

• Working Illustrator, Figma and Sketch files
• Full export sets (SVG, PNG, JPG, WebP, AVIF)
• Social media and presentation templates
• Deep documentation for asset usage

06Brand asset library and handoff

Every visual identity ships as a brand asset library: working Adobe Illustrator, Figma and Sketch files where applicable, full export sets (SVG, PNG, JPG, WebP, AVIF), favicon set, social media template files, presentation templates and email templates. Per Figma's 2024 Designer Workflow report, the difference between a useful asset library and a useless one is documentation depth, not file count. We document.

Foundations

Type scale, colour system, spacing rules and motion principles decided first. Foundations support every visual decision that follows.

Marks

Logo, secondary marks, monogram and favicon designed. 3 to 5 concept directions. Refined through 2 to 3 rounds.

System

Photography direction, illustration style and motion principles defined. Brand asset library scaffolded.

Handoff

Brand asset library finalised. Documentation delivered. Engineering and marketing handoff sessions run.

Common Questions

Everything you need to know about our services, pricing, and process.