Rosette / expressive pink and plum

A brand identity design proposal for a firm formed by a merger that still uses two names and two logos. It covers where the old brands still appear, two creative directions, the logo, colour, type and templates included, a ten-week timeline, a similar client’s results and three one-time options.

Brand Identity Design Proposal

<h1 style="text-align:left;font-weight:700;line-height:1.05;letter-spacing:-0.035em"><span style="font-size:clamp(30px,16cqw,80px)">Brand<br>identity<br>design</span></h1>

<p style="text-align:left;font-size:18px;line-height:1.5">Proposal for {{CLIENT_COMPANY}}<br>by {{SELLER_COMPANY}}</p>

<h2 style="font-weight:700;line-height:1.06;letter-spacing:-0.025em"><span style="font-size:clamp(28px,3.8cqw,44px)">Thank you for the conversation</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">You want one brand for the merged firm before your new website is designed in spring.</p>

<p>Hello {{CLIENT_NAME}},</p>
<p>Since the merger you have run two names, two logos and two sets of templates. Clients receive different-looking documents from each office, and job candidates ask which firm they would be joining.</p>
<p>We would agree with your partners what the merged firm stands for, design one identity from two creative directions, and give your team the templates, files and guidelines to use it everywhere. The work takes ten weeks and finishes before your website project starts.</p>
<p><strong>{{SELLER_NAME}}</strong><br>Design director, {{SELLER_COMPANY}}</p>

Introduction

<h2 style="font-weight:700;line-height:1.06;letter-spacing:-0.025em"><span style="font-size:clamp(28px,3.8cqw,44px)">Where your brand stands today</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">From our audit of your website, templates, signs and vehicles in October.</p>

Places that still use one of the old brands

<p>Proposals from the north office use one name and the south office the other, sometimes in the same bid.</p>

Two names in use

<p>Each office keeps its own report, proposal and slide templates, so your documents look different.</p>

No shared templates

<p>In four of your last ten interviews, candidates asked which firm they would be joining.</p>

Candidates are confused

<p>Your website designers need the logo, colours and type agreed before they start in March.</p>

A website in spring

Your situation

<h2 style="font-family:var(--proposal-font-accent);font-weight:500;line-height:1.14"><span style="font-size:clamp(30px,4.2cqw,52px)">We recommend one new identity for the merged firm, chosen from two creative directions.</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Your partners agree the foundation first, so the choice between directions is about fit with the firm, not personal taste.</p>

<p>A half-day workshop with your partners on who you serve, what you stand for and how you want to sound.</p>

Foundation

<p>Two different logo and colour directions, each shown on a proposal, a sign and a vehicle.</p>

Two directions

<p>We develop the direction you choose into a full system of logo, colour, type and graphic elements.</p>

Refine

<p>Templates, guidelines and an organised file library for everyone in the firm.</p>

Equip

Our recommendation

<h2 style="font-weight:700;line-height:1.06;letter-spacing:-0.025em"><span style="font-size:clamp(28px,3.8cqw,44px)">What is included</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Everything in the recommended option, Full identity.</p>

<p>A main logo, a short version and an icon, in colour, one colour and reversed, prepared for print and screen.</p>

Logo system

<p>A colour palette with print and screen values, and two typefaces licensed for up to 25 people.</p>

Colour and type

<ul><li>Proposal and report templates in Word</li><li>A slide template in PowerPoint</li><li>Letterhead and email signatures</li><li>Social media profile images</li></ul>

Templates

<p>Two rounds of changes on the creative directions and two on the final identity. Further changes are quoted before we start them.</p>

Rounds of changes

<p>A 30-page guide to using the identity, and every source file organised in a shared library. You own all final artwork once the final invoice is paid.</p>

Files and ownership

What is included

<h2 style="font-weight:700;line-height:1.06;letter-spacing:-0.025em"><span style="font-size:clamp(28px,3.8cqw,44px)">Ten weeks from kickoff</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Work starts on {{START_DATE}}. You approve each stage before the next begins.</p>

<p>An audit of your touchpoints, interviews with six clients and staff, and the partner workshop.</p>

Discover

<p>Two creative directions, each shown on real documents, signs and vehicles.</p>

Explore

<p>The full identity, with two rounds of changes.</p>

<p>Templates, guidelines, the file library and a handover session with your team.</p>

Timeline

<p><strong style="font-size:1.15em">{{SELLER_NAME}}</strong><br>Design director, {{SELLER_COMPANY}}</p>
<p>Identities for 26 professional services firms since 2016, including architects, engineers and law firms, six of them after a merger. Working with:</p>
<ul><li>A brand strategist who runs the interviews and the partner workshop</li><li>Two designers for the directions and the final identity</li><li>A production designer for the templates and file library</li></ul>

Who you will work with

<h2 style="font-weight:700;line-height:1.06;letter-spacing:-0.025em"><span style="font-size:clamp(28px,3.8cqw,44px)">Results for a similar client</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">An architecture practice formed by a merger, and what changed in two quarters.</p>

Results for a similar client

<h2 style="font-weight:700;line-height:1.06;letter-spacing:-0.025em"><span style="font-size:clamp(28px,3.8cqw,44px)">Options and fees</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Three options. We recommend Full identity.</p>

A new logo, colours and type, with a short guide.

Logo and colours

The identity, templates and full guidelines.

Full identity

Identity and rollout

<p>Fees are in USD and exclude tax. Font licences for more than 25 people are charged at cost. This proposal is valid until {{VALID_UNTIL}}.</p>

Options and fees

<h2 style="font-weight:700;line-height:1.06;letter-spacing:-0.025em"><span style="font-size:clamp(28px,3.8cqw,44px)">Common questions</span></h2>

Questions

<h2 style="font-weight:700;line-height:1.06;letter-spacing:-0.025em"><span style="font-size:clamp(28px,3.8cqw,44px)">Next steps</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">How we start.</p>

Brand Identity Design Proposal - Preview