Colour palette
Primary and supporting colours with Hex, RGB, CMYK and Pantone values, checked for contrast so text stays readable on screen.
HomeServicesLogos and brandBrand identity
One look, everywhere you appear.
We build the system around your logo, covering colour, type, imagery, icons and tone of voice. Your website, socials, emails and packaging then look and sound like one business.
- Consistent everywhere
- Easy to apply
- Ready-made templates
Identity system
Logo suiteColour paletteTypefacesImagery styleIcon setPatternsTone of voiceSocial templatesEmail templatesFigma libraryCanva templates
When colours, fonts and photos change from one place to the next, customers struggle to recognise you. We create one clear system, plus the templates that make it easy for your team to use correctly.
Every piece of the system.
Each part of the system is designed to work with the others, and each comes with examples of how to use it.
Typefaces and pairings
Heading and body typefaces chosen for character and readability, with web and email fallbacks and licences explained.
Imagery and photography
Direction for photo style, lighting and composition, so your own shoots and stock images feel like they belong together.
Icons and graphics
An icon set, patterns or graphic shapes drawn from your logo, adding interest to layouts without clutter.
Tone of voice
Simple notes on how your brand writes, with words to use, words to avoid and example headlines and replies.
Templates ready to use
Social posts, stories, email headers and presentations set up in Canva or Figma, so your team can create on-brand content quickly.
Done properly.
The details that decide whether brand identity pays off.
Grounded in your market and customers.
We start with your customers, competitors and what sets you apart. AI helps us map competitor colours, type and messaging quickly, and a designer reviews the findings before they guide any creative choice.
AI competitor scan
ExampleMost local competitors use green, earthy tones with handwritten fonts. A confident navy with a clean sans serif would stand out while still feeling natural and trustworthy.
Checked by a person before it goes out
Seen in use before sign-off.
We apply the identity to real examples such as your homepage, social posts, an email and packaging. Seeing it in use shows what works before anything is finalised.
Identity mock-ups
Working- Website homepageDone
- Instagram grid and storiesDone
- Email newsletter headerDone
- Business cardDone
- Delivery van liveryLive
- Shop window graphicNext
How it works.
Clear steps, and you approve each one before we move on.
- 01
Discover
We learn about your customers, values and where the brand appears.
- 02
Define
We agree the brand personality and the feeling it should create.
- 03
Design
We build colours, type, imagery and tone around your logo.
- 04
Apply
We create templates and show the system on real examples.
Example project
A growing gym that wants one consistent look
The gym has a logo, but its website, Instagram, posters and class timetables all use different colours and fonts. New staff create content without any shared rules.
What we would do
- Audit every channel the gym currently uses
- Define colours, type and photo style
- Write simple tone of voice notes
- Build Canva templates for posts and posters
An illustration of how we would approach it, not a client result.
What you would get
- A full colour and type system
- Photography and icon direction
- Tone of voice notes
- Canva templates for the team
Questions, answered.
What is the difference between a logo and a brand identity?
A logo is one mark. A brand identity is the full system around it, including colours, type, imagery and tone of voice, so everything you publish looks like it comes from the same business.
Do I need a new logo first?
Not always. If your logo still works, we build the identity around it. If it needs attention, we can refresh or redesign it as part of the same project.
Can my team use the templates without a designer?
Yes. We build templates in Canva or Figma with locked brand elements and editable text and images. We walk your team through them and include a short guide.
How much does a brand identity cost?
A brand identity is quoted after a short call, with a fixed price agreed before we start. It usually takes a few weeks, and we agree a date before we start.
More in logos and brand.
Every part of logos and brand, run by the same team. See the overview
Logos and brand
Logo designA mark that suits your business.Explore logo designLogos and brand
Brand guidelinesOne clear rulebook for your brand.Explore brand guidelinesLogos and brand
Packaging and printYour brand, ready to hold.Explore packaging and printLogos and brand
Brand refreshModernise without losing recognition.Explore brand refresh
Let's build your brand identity.
Tell us what you need. Charlie will come back with a plan and a price, usually within one working day.
hello@infinity.agency