Brand Design & Visual Identity
Brand design is the discipline that makes a brand visible: not through a pretty logo, but through a coherent system in which logo, type, colour, image world and language interlock so the brand is recognisable on every application. A business card, a menu, a landing page, a poster, all need to speak a shared language without coming from the same template. We work across Germany with launches and established companies who want to give their brand a foundation that still holds in five years.
How a brand design comes together
We do not start in the logo, we start in the strategy. If no brand strategy exists yet, we slot in a brand workshop before the design. From the workshop outputs we develop three to five visual directions, each with a logo hypothesis, type suggestion, colour sketch and three application samples. These directions come not just as images, but with short justifications why they fit the positioning. From the selection we drive one direction into depth.
In the deepening phase we build the system: logo in all variants (wordmark, combination mark, symbol, sub-brand logic), a font pairing with two to three weights, a colour palette with primary and secondary colours, semantic roles and print codes (CMYK, Pantone, RAL for signage), an image world with photography or illustration rules, an icon system if relevant, plus graphic elements like patterns or markers. Concretely: by the end stand between 25 and 60 individual artefacts, all coming from the same logic.
What follows the design
The last two to four weeks go into the brand guidelines, a short, usable documentation in PDF and Figma, plus template packages for presentation, social and stationery. Anyone needing web design or a landing page in parallel gets a direct follow-on phase with the same design tokens. We make sure the brand can be carried forward by an internal team after handover, without everything bouncing back to us.
What we do not do: identities that only work in mockup PNGs. Every brand gets tested on a real print proof, ideally on Munken Pure or Gmund Cotton depending on the application. If the brand has to carry a packaging, an editorial project or a wayfinding system, we think those applications in from the start, instead of patching them later. A brand that only looks good on screen is not a brand. It is a Behance post.
A system, not a collection
Logo, type and colour interlock because they were developed together. No retrofitting of pieces that strategically want different things.
Robust over trendy
We build brands that hold up in ten years, not just the next Pinterest cycle. That does not exclude contemporary language, it only includes fashion where it belongs to the brand.
Usable from day one
{ "With the design system you get templates the team can carry forward internally": "presentation, social, ads, stationery. No retainer needed to send the first newsletter." }
Support beyond handover
The first months after launch are critical. We stay reachable during this phase for the detail questions printed on every brand deck but still showing up in everyday work.
Selected work
Velvet Soul Street – Corporate Design
Streetwear energy in a stitched wordmark: identity, packaging and stationery for a label.
Finanzguru – Brand Design
A fintech brand that works inside a subway tunnel: campaigns, iconography and tone of voice for Finanzguru.
Leni's Café – Branding
A café brand like a handwritten note: watercolour menu, packaging and type for a small café.
ANNA YUNA – Music Branding
A visual language that oscillates between neon light and moonlight — cover artwork and stage presence for a musician.
Frequently asked
A full brand design with logo, visual system, typography, colour palette, image language and brand guidelines typically lands between €8,500 and €28,000, depending on company size and application breadth. Pure logo projects without a system start at €3,500.
8 to 14 weeks is realistic. The first 2 to 3 weeks go into strategy and concept, then 4 to 6 weeks of design development, finally 2 to 4 weeks for brand guidelines and handover. Larger companies with stakeholder rounds take longer.
Both. For existing brands we usually start with a [brand audit](/en/leistungen/strategie/brand-audit), which clarifies whether a [brand relaunch](/en/leistungen/strategie/markenrelaunch) or a targeted refresh is the right answer. Complete new builds happen for launches or spin-offs.
Yes. Briefings, workshops, presentations and print proofs run fully remote, across Germany. For larger rollouts with interior or signage, on-site sessions get added.
You receive all source files, a [brand guideline](/en/leistungen/identitaet/brand-guidelines) as PDF and Figma, and a list of font and image licences. In the first eight weeks after launch we are available for detail questions, no hour budget.
Start a project?
Tell me briefly what it is about — in a 30-minute first conversation we clarify whether and how we can work together.