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Service 01 · Brand System

The strategic foundation
before a single
line of code.

A complete brand identity: naming, vector logo, brand guidelines, operational templates and base legal documents. Everything you need to start selling from day one with a professional brand and legal backing.

2-3wk.
full_build
10+.
deliverables
∞.
source_files
$ get_a_quote See our work →
brand-book.pdf · your-company
// VISUAL IDENTITY
yc
your company.
// OFFICIAL PALETTE
#0A0A0A
#F5F1EA
#00B85C
#0A4A2A
// TYPOGRAPHY
DISPLAY · TIMES NEW ROMAN ITALIC
Aa Bb Cc — disruptive.
MONO · JETBRAINS MONO BOLD
$ Aa Bb Cc 01 02 03
The problem

Without a serious brand, you sell cheap.

Brand perception drives the price you can charge. If you recognize yourself in two or more of these points, you need a Brand System before investing in any other digital service. It's the first impression.

  • You made your logo in Canva, or a relative gave it to you.
  • You have no defined color palette — every document looks different.
  • Your email comes from gmail.com, not from your-company.com.
  • Your sales proposal looks like a generic template copy.
  • You copied your privacy policy from another company.
  • Every time you send something to clients, you look "improvised".
"
I used to charge $1,500 per project. With a professional brand, without changing the service, I now charge $4,500. People perceive value before they even talk to you.
— Client · Independent consultant · 2025
What we build

Six assets that change perception.

Each one works on its own, and together they form your brand system. Once delivered, they're yours forever — editable files, vector sources, all documented.

01 · NAMING
Name and positioning

If you don't have a name yet, we generate strategic options based on your value proposition and market. If you already have one, we define positioning, tagline, core message and brand archetype.

NamingTaglineArchetype
02 · LOGO SYSTEM
Logo and variants

Primary logo + isolated logomark + variants (horizontal, vertical, square), light, dark and monochrome versions, SVG and ICO favicon. Delivered as vector SVG and PNG at every resolution.

Vector SVG10+ variantsFavicon
03 · BRAND GUIDELINES
Official brand book

A professional PDF with color palette (HEX, RGB, CMYK, Pantone), official typefaces and fallbacks, hierarchies, logo usage rules (clear space, minimum sizes), correct and incorrect applications.

Editable PDFFull paletteUsage rules
04 · OPERATIONAL TEMPLATES
Ready-to-use templates

Editable templates for social media (post, story, banner), presentations (Google Slides + PowerPoint), digital stationery, email signature, sales proposal and invoice. No designing from scratch every time.

CanvaSlidesEmail signature
05 · LEGAL DOCS
Base documents

Privacy policy (US-compliant, including state requirements such as CCPA/CPRA), terms of service, cookie policy for your website. Drafted with your legal name and real details. Ready to publish.

Privacy policyT&CCookies
06 · DIGITAL ASSETS
Avatars and banners

Avatars and banners optimized for each network (LinkedIn, Instagram, X, Facebook, YouTube), initial social-profile setup with your identity, standardized bios. Your brand consistent everywhere.

LinkedInInstagramX / FB / YT
Why it matters

Four reasons not to improvise.

A weak brand costs you money every day — you just don't see it directly in the bank. These are the four reasons investing in a Brand System has the highest ROI of all the XXDM services.

01
You charge more

Brand perception sets the price you can ask for. Consistent studies show that a professional brand lets you charge 30-60% more for the same service. With nothing changed about your product.

02
You close faster

A client who receives a proposal with a professional identity decides faster and pushes back less on price. The sales cycle shrinks by up to 40% when the brand is consistent.

03
You build an asset

Your brand is an intangible asset that appreciates over time. Companies with a registered trademark and guidelines sell at multiples 2-3× higher than those with only a "logo from Canva".

04
You attract talent

Good talent chooses companies that look professional. A strong identity attracts better candidates, partners and investors — everyone looks for signals that you're serious.

Full checklist

Everything you receive and sign.

No surprises. This is the exact list of deliverables you receive in editable format plus a sample PDF. Every source file is yours, watermark-free, forever.

// STRATEGY
3 DELIVERABLES
Documented strategic brief PDF 12-20 pages
Positioning and core-message definition
Approved tagline + 3 operational variants
// LOGO AND BRAND
10+ VARIANTS
Primary logo in vector SVG
Isolated logomark (symbol)
Horizontal, vertical and square variants
Versions for light and dark backgrounds
Monochrome 1-ink version for print
Favicon SVG + ICO + PNGs (16, 32, 64, 128, 192, 512px)
Apple touch icon (180×180) and Android (512×512)
// BRAND GUIDELINES
PDF + EDITABLE
Color palette: HEX, RGB, CMYK, Pantone
Official typefaces + web fallbacks
Typographic hierarchies (display, headlines, body)
Logo clear space and minimum sizes
Correct vs incorrect applications
Tone of voice and copy guide
// OPERATIONAL TEMPLATES
15+ TEMPLATES
Instagram posts (square, vertical 4:5, story 9:16)
LinkedIn and Facebook banners
Corporate deck (Google Slides + PowerPoint)
Editable sales-proposal template
Professional email signature with your identity
Invoice / quote template
Official digital letterhead
// LEGAL DOCUMENTS
US-COMPLIANT
Short-form and full privacy policy
Terms of service
Cookie policy for your website
Base intellectual-property clause
// SOCIAL MEDIA
5 PLATFORMS
Optimized avatars (LinkedIn, IG, X, FB, YT)
Banners for each platform at the right resolution
Standardized bio (short, medium, long)
Initial profile setup with the identity applied
Process · 4 phases

From brief to brand book in 2–3 weeks.

The Brand System is our fastest service. The reason: we have visual-exploration systems, curated type libraries and attorney-reviewed legal templates. You give us context, we turn it into a brand.

WEEK 1 · DISCOVERY
Strategy and direction

One deep session with you to understand your business, market, competition and brand personality. We come out with a strategic brief that defines the "north star" of the whole identity: positioning, archetype, tone.

Phase 01 deliverables
  • Approved strategic brief
  • Positioning definition
  • Brand archetype and tone
  • Mood board and visual references
WEEKS 1-2 · EXPLORATION
Logo directions

We present 3-4 distinct logo directions, each with a strategic rationale. We iterate until we find the one that connects with your vision. We don't show "10 options we came up with" — it's 3-4 with a point of view.

Phase 02 deliverables
  • 3-4 initial logo directions
  • 1-2 refinement rounds
  • Final approved logo in SVG
  • Official color palette and typography
WEEK 2-3 · SYSTEM
Guidelines and templates

We build the official brand guidelines (a professional PDF) and all the operational templates (social, decks, signature, proposal). Consistent application of the brand across every touchpoint.

Phase 03 deliverables
  • Brand guidelines PDF
  • 15+ editable operational templates
  • Complete set of digital assets
  • Social-media setup with the identity
FINAL WEEK · LEGAL + HANDOFF
Wrap-up and transfer

We generate legal documents with your business name and details, organize the whole system into a single package (Google Drive + ZIP), hand over the source files, and run a usage training session.

Phase 04 deliverables
  • Base legal documents (3 docs)
  • Complete system organized in Drive
  • Editable source files (.ai, .fig)
  • Training session + usage manual
Previous work

Four brands. Four worlds.

These are real identity systems we've built. Each has its own color, typographic and conceptual universe — because no brand should look like the others.

// BRAND 01 · DIGITAL STUDIO
xx
xx disruptive minds.
Studio · Technology

Editorial + technical. A wordmark with XX in monospace and a green glitch — contained disruption. Times New Roman for titles, JetBrains Mono for the technical layer. The brand you're looking at right now.

// BRAND 02 · FINANCIAL SECTOR
R
Case · A
Financial recovery

A premium identity for the serious financial sector. Petrol green + copper as a warm accent. A classic serif typeface that communicates authority and wealth.

// BRAND 03 · SAAS PLATFORM
Hk
Case · B
Mortgage SaaS

A technical identity for a financial SaaS product. Deep navy + trust blue. A clear, precise sans typeface, optimized for information-dense interfaces.

// BRAND 04 · CONSTRUCTION SECTOR
×
Case · C
Disruptive construction

A disruptive identity for a modern construction firm. Carbon red + black as a contrast of force. A heavy-weight sans typeface that communicates solidity, controlled risk and disruption of the traditional market.

Investment · 3 tiers

Three scopes. Three stages.

The Brand System comes in three tiers depending on what stage your company is at. We give a firm quote after a 30-minute call where we understand your industry and goals.

Essential
Core identity
from $6,000
2 weeks · essentials
  • Primary logo + 3 variants
  • Official color palette and typography
  • Simplified brand guidelines (PDF)
  • 5 core operational templates
  • Favicon + essential digital assets
  • Base privacy policy
Most common
Standard
Complete system
from $13,000
3 weeks · full system
  • Full logo + 10+ vector variants
  • Official brand guidelines (detailed PDF)
  • 15+ editable operational templates
  • Complete setup of 5 social networks
  • 3 legal documents (privacy, T&C, cookies)
  • 1 month of support for minor adjustments
Premium
Brand house
from $24,000
4 weeks · ecosystem
  • Strategic naming (if applicable)
  • Brand system + sub-brands
  • Extended brand guidelines (40+ pages)
  • 30+ templates + icon system
  • Documented tone-and-voice strategy
  • Custom legal documents + attorney review
Frequently asked questions

What everyone wants to know.

We start with 3-4 distinct directions, each with a clear strategic rationale (they're not "variants of the same logo" — they're directions built on different concepts). After your feedback, we refine the chosen one all the way to final. Two rounds of iteration are included and guaranteed. We don't show "10 options for you to pick from," because that's a sign the designer didn't decide — we come with a point of view, not a survey.
Yes. We hand over every editable source file: SVG (vector, editable in any program), Figma (for modern designers), Adobe Illustrator AI (the traditional format) and PDF. You get full intellectual-property ownership: if tomorrow you want another designer to change something or create variants, they can do it without asking our permission.
We run a phonetic and word-mark search (USPTO and common-law) to confirm your name isn't already registered by another company in the same class. The legal filing itself is handled by a specialized IP attorney — we can refer you to trademark counsel we trust in the US, often at a better rate. We don't charge a referral commission.
It's very rare, because the initial directions come from a brief you approved — which means we're strategically aligned. If it happens, we run a calibration session to understand what didn't connect (sometimes the brief needs tightening) and explore a fresh round. If after two additional rounds there's still no match (it has never happened), we refund 50% of what you paid and close the project with no deliverables.
Yes, business-card design is included in the Standard and Premium tiers. You coordinate printing with the print shop of your choice — we hand over a print-ready file (CMYK, bleeds, crop marks). We can recommend reliable printers if you need them — we don't charge a referral commission.
In the Essential and Standard tiers, the documents are based on attorney-reviewed templates aligned with US privacy law (and state requirements such as CCPA/CPRA), adapted with your details. In the Premium tier, the documents go through review and sign-off by an outside attorney (included in the price). If you operate in a regulated industry (finance, healthcare, telecom), we always recommend the Premium tier or consulting additional counsel.
Yes, we offer subtle or deep rebrands depending on your need. If your logo has equity in the market (people know it and associate it with quality), we can do a conservative evolution that modernizes without losing recognition — like Pepsi, Mastercard or Burger King. If your current brand is costing you sales, we go for a deep redesign. We quote by scope — usually 30-50% faster than building from scratch.
Technically yes, but we don't recommend it. A logo without an identity system is like a ring with no hand to wear it — it can look fine in isolation but doesn't hold up in day-to-day operations. If your budget is limited, choose the Essential tier (the minimum viable set) instead of "just a logo." If you insist on logo-only, we quote it at $4,000-$5,000, but we'll tell you honestly that it's better to wait and build the full system.

The first impression has a price.

Book a 30-minute diagnostic. We review your current brand (if you have one), understand your industry, tell you which tier you need and what it would cost. A formal proposal with scope and timeline in 48 hours.

$ book_a_diagnostic ← See other services
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