upsunday

Brand identity design

Brand identity design for companies that want to be remembered

We design brand identities people recognize at a glance and teams can actually run with: strategy, logo system, typography, color, voice, motion and guidelines, delivered as one system. We explore a wide range of directions early, then shape the strongest one into a system your team can use.

See the work
3D rubber stamp printing the UpSunday sun mark

What's included

Everything it takes, designed and built under one roof

  • Brand strategy

    Positioning

    Who you serve, what you stand for and the one idea a customer should remember, written plainly enough to repeat.

  • Logo system

    Mark + wordmark

    A primary mark, wordmark and lockups that hold up from a favicon to a billboard.

  • Typography and color

    Visual system

    Type pairings, a color system with accessible contrast, and the spacing rules that make layouts feel related.

  • Voice and messaging

    Language

    How the brand sounds, the canonical description, and the headlines and proof points your team will reuse.

  • Imagery, 3D and motion

    Assets

    Art direction, soft 3D brand objects and motion principles so the identity moves as well as it sits still.

  • Brand guidelines

    Documentation

    A living guide with the rules, the reasons behind them and ready files, so new work starts inside the brand.

  • Templates and rollout

    Applications

    Decks, social templates, documents and the website system, so the launch is consistent everywhere at once.

  • Entity and AI readiness

    Machine chapter

    One name, one description and consistent profiles, so search engines and AI assistants describe you correctly.

How we work

A clear process, with work to review every week

  1. 01

    Discover

    Interviews, a competitor and category audit, and a clear read of what your customers already believe about you.

  2. 02

    Define

    Positioning, personality and the brief every later decision is checked against.

  3. 03

    Explore

    A wide range of visual directions, narrowed to the few worth building.

  4. 04

    Build

    The chosen direction becomes a full system: logo suite, type, color, motion and real applications.

  5. 05

    Launch

    Guidelines, templates and a rollout plan, plus support while your team starts using it.

Selected work

Brand Identity work for brands that refuse to blend in

All work

FAQ

Brand Identity: common questions

  • What is included in a brand identity?

    A complete brand identity usually covers strategy and positioning, a logo system, typography, a color palette, imagery or 3D direction, motion principles, voice and messaging, and brand guidelines with templates. The logo is one piece. The system around it is what keeps every touchpoint consistent.

  • What is the difference between a brand identity and a logo?

    A logo is a single mark. A brand identity is the whole visual and verbal system around it: type, color, imagery, motion, voice and the rules for using them together. A strong logo inside a weak system still produces inconsistent work.

  • How long does a brand identity project take?

    It depends on scope. The biggest drivers are how much strategy and research is needed, whether naming is involved, how many directions we explore and how many applications we design. We agree the timeline in the proposal and share progress every week, so you are never waiting on a big reveal.

  • What affects the cost of a brand identity?

    Scope drives cost more than anything: the depth of strategy and research, the number of deliverables and applications, whether we build 3D and motion assets, and how many stakeholders need to be involved. We scope each project after a first call rather than quoting from a menu.

  • Can you refresh our existing brand instead of starting over?

    Yes. Many projects are an evolution: we keep the equity people already recognize and fix what is holding the brand back, such as a mark that fails at small sizes, a palette with poor contrast, or guidelines nobody uses.

  • Do you also design the website?

    Yes. Brand and web are designed by the same team, so the identity is built with the website in mind from day one. See our web design and development service for how that works.

Further reading

Guides from the studio on brand identity done well

More services

One team for brand, web, software and motion

Contact

Let's talkabout something yours

project@upsunday.co