Design / Identity

Brand identity

Identity is what happens after the logo: the palette, the type scale, the grid, the icons, and the rule for every surface the brand will touch. It exists so that work made next year by someone else still looks like you.

AI-assisted: USD 93Human-led: USD 113; for an agreed AI-assisted base scope under human direction; the final price is fixed in writing before production

Request an identity briefLogo design

In short

What does brand identity include?

Brand identity starts at USD 93 with AI-assisted production or USD 113 with a human-led route.

The published scope includes logo system with all versions, palette as fixed values, not descriptions, type scale and hierarchy.

VITON13 confirms deliverables, inputs, revisions, exclusions, handoff, timing and final price in writing before production begins.

Services from $13

The cost of production changed. Pricing should too.

AI reduces repetitive production time. VITON13 passes that efficiency back to the client while human review remains part of every delivery.

01

AI-assisted

from$13

For a defined production scope where AI removes repetitive work and a specialist reviews the delivery.

02

Human-led

from$33

For work that benefits from a specialist leading the process, decisions and delivery from start to finish.

03

Complex

$213/$313+

For multi-part systems, advanced builds and scopes that need discovery before the final quote.

Both routes produce professional work. Scope, deliverables, timeline, revisions, required inputs, exclusions and handoff are confirmed before production. External costs are separate.

USD is the tariff currency; other currencies are indicative conversions.

How a system is built

  1. 01

    Audit of surfaces

    We list every carrier the brand actually meets — screen, sign, package, garment, document — because the list decides how large the system has to be. A clinic and a drinks brand need different systems, not different colours.

  2. 02

    Core

    Logo, palette fixed to exact values, a type scale in the weights you will really use, and a construction grid. Fixed values matter: a colour described in words drifts between suppliers.

  3. 03

    Extensions

    Icons drawn at one stroke weight, layout rules, photography direction, and the interface if the brand lives on screens. Drawn together so they share a logic rather than being matched later.

  4. 04

    Application

    The system is applied to the real carriers from step one and corrected where it fails. This is where a palette that looked good on screen gets fixed for cotton.

  5. 05

    Guidelines

    One document a new supplier can follow without calling you: values, sizes, spacing, what is allowed and what is not.

What you receive

  • Logo system with all versions
  • Palette as fixed values, not descriptions
  • Type scale and hierarchy
  • Icon set on one stroke
  • Layout and application rules
  • Guidelines document
  • Rights assigned to you in the contract
What a Brand Identity Includes, and What You Can Postpone
VJOURNAL / Buyer guide

What a Brand Identity Includes, and What You Can Postpone

The usable minimum is four decisions: the mark with its clear space, a type pair with real sizes, colour values for screen and print, and one applied page per surface you publish on. Everything else can wait.

Read the complete guide

Identity systems

Four systems. In each, the surfaces decided the design.

Vmobile — Mobile operator
Mobile operator

Vmobile

Concept project · AI-generated imagery

One mark that has to work as a 60-pixel app icon and as a three-metre sign on a facade. The V is drawn from two overlapping ribbons, so the shape stays readable when the gradient is flattened to a single colour for signage.

  • App icon
  • Phone screen
  • Facade sign
  • Packaging
  • Card
TENDO — Apparel
Apparel

TENDO

Concept project · AI-generated imagery

Built as a line, not a fill, so the same artwork works woven into a neck label at 12 mm and embossed on a box at 300 mm. The palette is fixed at four values because a garment brand prints on paper, card, cotton and film, and each substrate shifts colour differently.

  • Bag
  • Box
  • Hang tag
  • Neck label
  • Lightbox
iLab — Research
Research

iLab

Concept project · AI-generated imagery

The full system rather than a mark: construction grid, four fixed hex values, a type scale in four weights, an icon set drawn on the same stroke, and the dashboard the icons actually live in. A research brand is read mostly on screens, so the interface was designed alongside the logo instead of after it.

  • App icon
  • Dashboard
  • Cards
  • Notebook
  • Facade
  • Banner
VITON13 Medicine — Healthcare
Healthcare

VITON13 Medicine

Internal concept · AI-generated imagery

A clinical system, where the constraint is legibility under bad light and a lot of small print. One red against white and grey, a figure mark that reads at badge size, and every carrier a clinic actually uses: lanyard, folder, file spine, envelope, coat, scrubs, door plate.

  • Facade
  • Reception
  • Folder
  • File spine
  • Stationery
  • Coat
  • Scrubs
  • Badge
  • Door plate

Questions before commissioning

01How much does brand identity cost?

AI-assisted: USD 93. Human-led: USD 113. That base price is confirmed after the real surfaces, variants, research depth, revision points and approval owner are known. Work outside the agreed base scope is quoted separately before production.

02How long does brand identity take?

Timing is fixed after the same scope review. The proposal names checkpoints and dependencies instead of promising a universal deadline.

03Do I need a logo or a complete identity?

Choose a logo when the immediate need is a production-ready mark and its variants. Choose identity when typography, colour, layout, imagery and application rules must work together across several surfaces.

04Which files and rights are included?

The handoff lists editable sources, approved exports, usage guidance and the rights assigned by contract. Formal trademark clearance remains specialist legal work and is not implied by a visual similarity check.

05Can the project start without a finished brief?

Yes. Send the business goal, current materials, priority surfaces, deadline and decision owner. Those inputs are converted into a written scope before production starts.

Start with the surface list

Send the list of carriers your brand actually touches. It is the fastest way to a real estimate, and it is the first thing we would ask for anyway.

Request an identity brief

Only need the mark for now? Logo design