Clearer recognition
Create a distinctive visual direction that helps the business look consistent across important touchpoints.
Based in Manchester. Working with clients across the UK.
Logo & Brand Identity Design
Ducie Street Media creates practical visual identities for businesses that need to look consistent, credible, and recognisable across websites, social content, and everyday brand materials. The work can range from a focused logo project to a fuller identity system with colour, typography, and clear usage guidance.
What you can expect from this service
01Clear inclusionsKnow what is included before work begins.
02Direct communicationWork directly with Scott throughout.
03Commercial purposeDecisions linked to a useful business outcome.
04Practical deliveryRecommendations shaped around budget, timing, and implementation.
What a strong brand identity should help you achieve
A brand identity should make the business easier to recognise and present consistently.
The identity is designed for practical use across the channels and materials the business actually needs, rather than as a logo file that sits in isolation.
Stronger credibility
Use considered typography, colour, and logo choices to support a professional and coherent presentation.
Easier implementation
Supply usable files and straightforward guidance so the approved identity can be applied consistently.
What the work includes
What Brand Identity Design can include
Brand brief and visual direction
A focused review of the business, audience, competitors, intended use, and the visual territory the identity should occupy.
Two initial identity directions
Two considered routes are presented before one direction is selected for refinement.
Logo suite
A primary logo, secondary arrangement, and simplified mark or icon where the approved direction supports them.
Colour and typography
An agreed colour palette with digital and print references, plus primary and supporting type recommendations.
Digital brand assets
Social profile versions, favicon-ready artwork, and files prepared for common digital uses.
Concise brand guidelines
A practical reference covering the approved logo versions, colour, typography, and core usage rules.
Brand identity planning in practical detail
What is the difference between a logo and a usable brand identity?
A logo identifies the business. A brand identity gives the business a repeatable visual system for websites, social content, documents, signage, packaging, and other client-facing material.
When is logo design enough?
A focused logo project may be enough when the business already has clear positioning, suitable colours and typography, and no need for a wider visual system. The project should still supply usable formats, responsive logo versions, and straightforward guidance rather than one isolated image file.
In practical terms:
- Primary logo plus a simplified or secondary version
- Colour, black, white, vector, and transparent files
- A favicon or social-profile version where included
When does the business need a full identity?
A fuller identity is useful when the business needs consistency across several channels or is preparing for a new website, launch, expansion, or rebrand. It normally defines logo use, colours, type, supporting graphic elements, imagery direction, and common applications.
In practical terms:
- A visual system that remains recognisable across different formats
- Guidance that another designer, printer, or team member can use
- Assets prepared for both digital and print production
What should the client prepare?
The strongest design work begins with clear business context. The brief should cover the offer, audience, competitors, personality, practical applications, existing assets, legal name, and any styles that are unsuitable. Subjective preferences matter, but they should not replace the commercial brief.
In practical terms:
- List where the identity will be used during the next two years
- Identify competitors and category conventions without copying them
- Confirm the exact legal and trading names before artwork is finalised
Does a logo project include trade mark clearance?
No. Visual research and basic checks are not legal clearance. The UK Intellectual Property Office provides trade mark search and registration services, and a specialist adviser may be required where legal protection or risk is important.
To keep the work, timing, and cost controlled:
- DSM does not guarantee that a name or mark can be registered
- Third-party fonts, images, and assets remain subject to their licences
- Ownership of the approved original design transfers only under the agreed payment terms
How should feedback be given?
Feedback should refer to the agreed brief, audience, applications, recognition, and practical use. Several people can contribute, and DSM is happy to discuss different perspectives. The agreed changes for each revision round should be recorded together so the selected direction remains coherent.
To keep the work coordinated:
- Include the relevant people when concepts are presented or reviewed
- Explain the business reason behind requested changes
- Resolve conflicting preferences before work begins on the next revision
How is the identity prepared for real use?
Final artwork should be organised and labelled for common digital and print requirements. The handover should make it clear which logo version, colour mode, and file type is suitable for websites, social profiles, documents, printers, signage, and other agreed applications.
In practical terms:
- Keep an original master folder and a practical everyday-use folder
- Record font licences and third-party asset terms
- Test small-size, one-colour, light-background, and dark-background versions
This comparison separates a focused logo project from a wider brand identity system.
| Deliverable | Logo Design | Brand Identity Design |
|---|---|---|
| Primary and secondary logo | Included | Included |
| Colour and typography system | Basic reference | Defined system |
| Supporting graphic elements | Not normally included | Included where agreed |
| Brand guidelines | Concise logo-use sheet | Broader identity guidelines |
| Website design | Separate service | Available as a combined package |
Best suited for
When the business needs more than an isolated logo file.
- New businesses that need a credible identity before launching
- Established businesses whose current logo or visual style no longer fits
- Businesses planning a website and identity together
- Teams that need consistent files and guidance rather than one isolated logo
How the work progresses
From business context to a usable identity system.
- 01
Brief
Clarify the business, audience, positioning, competitors, and intended applications.
- 02
Direct
Agree the visual territory and practical requirements before concepts are developed.
- 03
Present
Review two initial identity directions and select one route for refinement.
- 04
Refine
Apply two consolidated revision rounds to the selected direction.
- 05
Deliver
Supply the approved files, usage guidance, and any separately agreed assets.
Relevant experience
Brand decisions connected to real implementation
DSM approaches identity design alongside the practical places a brand has to work, including websites, social content, and day-to-day business materials. Where branding and web design are combined, the visual system can be applied directly throughout the website rather than handed over in isolation.
View Web Design →Related guidance
Useful guides if you want to go deeper.
Before you enquire
Common questions about Brand Identity Design.
These answers explain package differences, concepts, revisions, files, ownership, trademark boundaries, and the combined website option.
How much does Brand Identity Design cost?
Brand Identity Design starts from £1,500. The final quote depends on the required identity system, applications, collateral, and whether the work is combined with a website project.
What is the difference between Logo Design and Brand Identity Design?
Logo Design focuses on the core logo suite and essential file formats. Brand Identity Design also develops the wider visual system, including colour, typography, digital assets, and concise usage guidance.
What is included in the £1,500 starting package?
The starting package includes a brand brief, visual direction, two initial identity routes, two consolidated revision rounds on the selected route, a logo suite, colour palette, typography recommendations, digital assets, and concise brand guidelines.
What is included in the £750 Logo Design package?
Logo Design includes a brand brief, two initial logo concepts, two consolidated revision rounds on the selected concept, primary and simplified logo versions, common digital and print file formats, and a basic logo-use reference.
How many concepts and revision rounds are included?
Two initial concepts or identity directions, and two consolidated revision rounds on the selected direction are included. Additional concepts, revisions, or a change of direction are quoted before further work begins.
How long does a brand identity project take?
The timeframe depends on the deliverables, feedback speed, and any linked website or collateral work. A schedule is agreed once the deliverables and review stages are confirmed.
Which logo and brand files will I receive?
The approved package can include SVG, PDF, PNG, and JPG files, colour and monochrome versions, favicon or social-profile artwork, and the agreed brand-guideline document.
Will I own the final logo and brand identity?
Ownership of the approved bespoke design is transferred after full payment, subject to any third-party font, stock asset, or software licence terms identified in the agreement.
Are trademark searches or registration included?
No. DSM does not provide legal trademark clearance or registration and cannot guarantee that a name or mark can be registered. Specialist legal advice should be obtained where trademark protection is required.
Can I combine Brand Identity Design with a website?
Yes. A combined Brand Identity and Website package starts from £2,750. The final price depends on the website page count, content, functionality, and any additional brand applications required.
Based in Manchester. Working with clients across the UK.
Discuss your brand identity.
Share your current position, what you want to improve, and any timeframe you have in mind. We’ll come back to you with the most useful next step.