Brand Identity Proposal
A brand identity proposal where the client chooses one of three packages (Essentials, Signature or Flagship) and adds optional extras. The total updates as they choose.
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Brand Identity Proposal
Prepared for client_name by agency_name on proposal_date. This proposal is valid until valid_until.
Why now
client_name has grown faster than its brand. The offer is sharper, the customers are bigger and the team is larger, but the identity still reflects an earlier stage of the business. Each new deck, web page and social post is built from scratch, and the brand looks a little different every time.
This project gives client_name a distinctive identity, built on a clear strategy, with guidelines your team and partners can use with confidence.
What every package includes
- A discovery session with your leadership team, plus a review of your current brand, competitors and customers.
- Two distinct creative routes for the logo and visual identity, presented with real examples of how each route would be used.
- Two rounds of refinement on the route you choose.
- Final logo files for print and screen (SVG, PNG, PDF and EPS), in full color, one color and reversed versions.
- A color palette and type system, with accessible color pairings for digital use.
- A handover session to walk your team through the files and guidelines.
Choose your package
Each package builds on the one before it. Choose one package in the pricing table below and add any extras you want. The total updates as you choose.
Essentials
The core visual identity: logo suite, color palette, typography and a concise brand guide that covers the essentials of correct use.
Signature (recommended)
Everything in Essentials, plus a brand strategy workshop, positioning and key messages, a full brand guidelines document and a set of social media and presentation templates.
Flagship
Everything in Signature, plus a verbal identity (tone of voice and messaging guide), a launch toolkit (business cards, email signature, slide deck and document templates) and a homepage design concept that shows the new brand in use.
| Item | Line total |
|---|---|
| Essentials packageLogo suite, color palette, typography and a concise brand guide.1 × $6,500.00Brand package: choose one | $6,500.00 |
| Signature packageEssentials plus strategy workshop, positioning, full guidelines and templates.1 × $12,500.00Brand package: choose one · included by default | $12,500.00 |
| Flagship packageSignature plus verbal identity, launch toolkit and a homepage concept.1 × $22,000.00Brand package: choose one | $22,000.00 |
| Photography art directionShot list, mood board and direction on the day for one brand photo shoot (photographer fees billed at cost).1 × $2,500.00Optional · not included | $2,500.00 |
| Online brand guidelinesYour guidelines published as a shareable web page that your team can keep up to date.1 × $1,800.00Optional · not included | $1,800.00 |
| Total before optional items | $12,500.00 |
| With all optional items | $16,800.00 |
Fees do not include taxes or third-party costs such as font licenses, stock imagery or printing. We will agree any third-party cost with you in writing before we buy it.
Process and timeline
We propose to start on kickoff_date. The project takes about project_weeks weeks:
- Weeks 1 to 2, Discovery: stakeholder interviews, brand and competitor audit, and agreed project goals.
- Weeks 3 to 4, Strategy and concepts: positioning (Signature and Flagship) and presentation of two creative routes.
- Weeks 5 to 6, Refinement: two rounds of changes on the chosen route, and application examples.
- Weeks 7 to 8, Delivery: final files, guidelines, templates and the handover session.
This timeline assumes that we receive consolidated feedback within three business days of each presentation. If feedback takes longer, the delivery date moves by the same amount.
What we need from you
- One decision-maker who gives consolidated feedback and approves each stage.
- Access to the people we interview in discovery, and to your current brand files.
- Prompt answers to questions about your business, customers and plans.
Payment terms
We invoice 50% of the package fee when you accept this proposal and 50% when we deliver the final files. Optional extras are invoiced on delivery. Invoices are due within 15 days.
Ownership
When the final invoice is paid, client_name owns the final logo and identity assets created for this project. Creative routes that you did not choose, and our working methods and tools, stay with agency_name. Where possible, we buy font and image licenses in your name.
We may show the finished work in our portfolio after your launch, unless you ask us in writing not to.
Next steps
Choose your package, add any extras and sign below. After we receive your signature, we will send the kickoff invitation and a short discovery questionnaire.
Acceptance
By signing, client_name accepts this proposal, the package and extras selected in the pricing table, and the payment terms above.
client_name
Client
agency_name
Prepared by prepared_by
Electronic signatures follow below.
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