Branding

logo design for Lucas Bell graphic design in Victoria British Columbia
Updated: September 2022
Branding Price Range
Starting at $6,000 +GST
Timeline Estimate
3 to 6 Months
Current Availability
Booking into Nov. 2022
Next Steps
Read this page and get in touch

A Brand Style Guide defines the personality and visual style of a business. The guide begins by describing the business and identifying its communication style. Then it outlines all the graphics, colours, and fonts that make up the visual identity of the business. Finally, it includes templates and mockups that show how the business' branding is applied to its print and digital products.

Scroll down to learn more ↓
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A Brand Style Guide is a perfect match for…

digital illustration of a bear visiting a brand identity museum
01

People who value good graphic design and visual consistency

A style guide is best suited for people who believe that the quality of their business’ image affects its success and want to provide a consistent visual experience for their customers.

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02

New businesses preparing to make a good first impression

A style guide helps new businesses claim a visual style that separates them from their competitors and communicates the right type of energy they want to share with the world.

digital illustration of a bear waiting for a rebranding project to begin
03

Businesses looking for a fresh start and more cohesive branding

A style guide can help existing businesses redefine themselves, modernize their brand image, and harmonize their existing branding and products into a more cohesive design system.

Here’s a peek at what’s inside a Brand Style Guide.

Brand Story

The brand story outlines a business' history and future plans and helps guide creative choices that align with a business' goals.

Brand Messaging

If a business was a person, how would it speak? The brand messaging defines the tone and writing style that a business uses to communicate with its audience.

Logo Design

The logo is an icon that communicates the spirit of a business. Logos come in all shapes and sizes often appearing as abstract symbols and stylized text.

Logo Variations

Logo variation provides a business with different styles and colour schemes of their logos which allows them to easily display their logo anywhere it’s needed.

Formatting Guides

The formatting guides include a set of instructions on how to properly scale and format a business' logos onto different print and digital media.

Icon Design

Icons help people quickly identify what a piece of content is all about. They add style and personality to our products, and are great at organizing text-heavy layouts.

Colour Palette

The brand colour palette includes main brand colours and accent colours. Each colour includes complimentary light and dark variations, increasing branded colour options when building designs.

Colour Use Guides

The colour use guides calculate the proportioning of brand colours in a given layout. It also outlines the roles that each colour plays in the brand design, assigning specific colours to text, backgrounds, and so on.

Colour Codes

Colour codes break down each colour in a brand's palette into RGB, CMYK, and HEX values. These codes help designers accurately reproduce colours across a business' different print and digital products.

Brand Fonts

Brand fonts help express a business' personality through its text. These fonts are also assigned roles where they perform best, such as headings, numbers, and tiny captions.

Font Use Guide

Font use guides show examples of how the selected brand fonts work together in context. It assigns roles to brand font styles (bold, semibold, etc.) to ensure consistent heading, paragraph, and button styles.

Supporting Graphics

Supporting graphics are unique visual assets that expand on the visual style of a brand. This can include decorative graphics, button styles, and branded textures and patterns.

Brand Illustrations

The brand illustration style speaks to the spirit of a business. This may include digital illustrations of characters and landscapes that bring a unique style to a business’ products.

Photography Standards

The photography standards define a photography style that connects with the personality of the business and creates a visual direction for future photo assets.

Social media Guide

The social media guide includes designs for profile pictures, cover photos, and templates that harmonize a visual style across their social media presence.

Website Design

The website layouts are mock ups of responsive website layouts that show how a businesses branding can be applied to their future website.

Print Design

Print designs cover a range of products (e.g. cards, stickers, letterheads, catalogs, etc.) that a business needs. These designs are prepared as production-ready files for the launch of your new branding. 

Packaging Design

Packaging design includes the design of one template formatted to printer specifications and Canadian packaging regulations. More packaging templates can be added if needed.

Merchandise

Designs for merchandise are mocked up using the brand guidelines. Examples include hats, shirts, bags, and maybe even a lanyard if people are still swinging those around. 

Signage

Sign design can include exterior and interior signs designed to work together in harmony. It can also include wayfinding systems, market displays, and vehicle graphics.

Designed To Fit Your Needs

Different sections of the Brand Style Guide can be tailored to better suit your business’ needs. For example, if you don’t need physical signs because you are an online business, we can look at replacing that section with something that you may actually need, like a newsletter template.

View A Sample Guide

Are you more of a visual person? Me too. Follow the link below to preview the complete Brand Style Guide I created for my personal design business.

Image of a brand style guide cover

The Branding Process

01
Meet

First, we meet to discuss the vision for your new branding and review the items that you want included in your style guide. Following our meeting, I’ll draft a project proposal that includes project scope, price, timeline, and payment schedule.

02
Strategize

Once we align on the project proposal, the creative process begins. I’ll send over a questionnaire to learn more about your business and your vision for its new branding. Then, I’ll use the questionnaire to create a moodboard of design inspiration. When it’s complete, we book a meeting to review the moodboard and align on the creative direction.

03
Sketch

Once we finalize the creative direction for your brand, I’ll sketch out ideas for logos, colour palettes, brand fonts, and other items in the brand guide. This sketching phase allows me to experiment with ideas and provide you with lots of options to choose from.

04
Review

We’ll meet to review the first round of design sketches, and align on a final direction to take the brand. If more creative exploration is needed, I’ll revise the designs and schedule another meeting with you to review the updated work. This revision process may repeat once or twice more before we land on the finished designs. For more information about revisions and how they are billed for branding projects, scroll down to the Estimate Details section below.

05
Draft

Next, I’ll create the first draft of your Brand Style Guide using the approved sketches and brand vision. Once everything is ready to go, we’ll meet again to review the work and make any final revisions.

06
Deliver

Having received final approval on the designs, I'll save your graphic assets (logos, icons, etc.) into a neat and tidy Google Drive folder that also includes production-ready files and the final Brand Style Guide document.

07
Launch

We can work together to update your digital presence with your new branding, launch new versions of your physical products, or creating a new business website.*

*If you’re interested in working on a website project together, I’ve created an outline of my web design services that you can check out.

I offer three types of style guides. Have a peek below to compare guides and see which one works best for you.

I offer three types of style guides. Tap the buttons below to compare guides and see which one works best for you.

Lite

Your Needs

You need branding but just the essentials for now.

Starting At

$6,000 CAD +GST

Your Needs

Brand Story

Brand Messaging

Logo Design

Logo Variations

Formatting Guides

Icon Design

Colour Palette

Colour Use Guides

Colour Codes

Brand Fonts

Font Use Guides

Supporting Graphics

Brand Illustrations

Photography Standards

Social Media Guide

Website Design

Print Design

Packaging Design

Merchandise

Signage

Basic

Your Needs

You need new branding as well as designs for a few products.

Starting At

$8,000 CAD +GST

Your Needs

Brand Story

Brand Messaging

Logo Design

Logo Variations

Formatting Guides

Icon Design

Colour Palette

Colour Use Guides

Colour Codes

Brand Fonts

Font Use Guides

Supporting Graphics

Brand Illustrations

Photography Standards

Social Media Guide

Website Design

Print Design

Packaging Design

Merchandise

Signage

Complete

Your Needs

You have ambitious goals and need a guide that covers everything.

Starting At

$12,000 CAD +GST

Your Needs

Brand Story

Brand Messaging

Logo Design

Logo Variations

Formatting Guides

Icon Design

Colour Palette

Colour Use Guides

Colour Codes

Brand Fonts

Font Use Guides

Supporting Graphics

Brand Illustrations

Photography Standards

Social Media Guide

Website Design

Print Design

Packaging Design

Merchandise

Signage

Estimate Details

Included In Brand Style Guide Pricing

Research, consulting, sketching, graphic design, design testing, meeting preparation, video meetings, communication via email text and phone, final file formatting, and invoicing.

Not Included In Brand Style Guide Pricing

New creative assets, revisions, specialized software, or service subscriptions that are needed to complete the project will be billed to the client on the final invoice. *New purchases will be approved between designer and client before purchase is made.

Notes on Remote Working

Branding projects can be completed remotely. If in-person meetings are requested by the client, additional travel costs may be applied.

Notes on Revisions

The first goal for every design project is for the designer and the client to be on the same page about design quality and deliverables. This is done by having meetings where we look at visual inspiration and talk about the vision for the final product. In situations where the design vision needs to be discovered, I suggest that we tackle a small chunk of the project and review the designs to ensure we’re aligned on the creative direction. This effort creates forward momentum through the different stages of the creative process and leads to minimal revisions to the design work later on. However, if revisions are needed at any stage of the process, they are tracked to the minute and billed hourly at my current hourly rate. My current hourly rate is $90/hour +GST. This rate is subject to change in the future.

Digital illustration of a bear ready to start a branding project

Start A Branding Project

I appreciate you taking some time to read through this page. If you’d like to brand (or rebrand) your business, send me an email with a little bit about yourself and your business to get things started!

Reviews From Branding Clients

"Lucas Bell was recommended to to me by several people, and did not disappoint. He delivered a Branding Design package that is imperative to every successfully business, especially in the time of Covid, where the need to re-brand may arise. Lucas is professional, meticulous, and trend-forward. Most of all, he listens to your needs. I am continuing to work with Lucas again as he has become an integral part of my new brand."

Anna James

Social Anemia

“Lucas is a true professional. I’ve been working with him for a few months now and he has exceeded our expectations each and every time. What makes him the most unique is his ability to really dive deep, ask the right questions, and to take that feedback and create something far greater than you imagined. It’s obvious that he has extensive experience in this field. On top of that, he’s just a really cool guy who is easy to chat with and makes the process feel effortless.

Garron Rinkel

Hey Bear

“I recently finished a graphic design project with Lucas' support, and am now all set up for business launch with an amazing logo package! I was nervous about the project beforehand but working with Lucas was stress free, motivating and always encouraging. He is professional, compassionate and diligent in his work. He easily worked with my feedback and definitely went the extra mile in his design efforts...”

Brit Lowe

Camellia Herbal Care