FAQs

A visual brand identity is the collection of design elements that shape the look and feel of a brand. It’s how a brand presents itself visually to the world and creates a consistent, memorable image in the minds of its audience.

At its core, a visual brand identity includes:

• Logo: The most recognizable symbol of the brand, acting as a visual anchor.

• Colour Palette: A specific set of colours that reflect the brand’s personality and are used consistently across all materials.

• Typography: Fonts chosen to represent the brand’s voice, including typefaces for headlines, body text, and any special uses.

• Imagery and Graphics: The style of photos, illustrations, icons, or patterns that enhance the brand’s visual storytelling.

• Layouts and Spacing: Guidelines for how design elements are arranged in a harmonious way.

Together, these elements create a cohesive visual identity that helps a brand stand out, communicate its values, and connect emotionally with its audience. The goal is to build recognition and trust through consistent visual cues across all platforms, from websites and social media to packaging and print materials.

Visual brand identity guidelines (also known as brand guidelines or a style guide) are a set of rules (strong suggestions?) that define how a brand’s visual elements should be used to maintain consistency across all platforms and materials. These guidelines ensure that no matter where or how the brand is presented, it always looks and feels cohesive.

Key components of visual brand identity guidelines include:

• Logo Usage: Instructions on how to use the logo correctly, including acceptable variations (horizontal, vertical, icon-only), minimum sizes, and clear space requirements. It may also include guidelines on what not to do with the logo (e.g., distorting or changing colors).

• Colour Palette: A detailed breakdown of the brand’s primary and secondary colors, often with specific codes for different formats (RGB, HEX for web, CMYK for print) to ensure consistent reproduction across different mediums.

• Typography: The fonts that should be used, including for headings, body text, and any special purposes. It may also specify font sizes, spacing, and how to apply text treatments.

• Imagery and Graphics: Guidelines on the types of images, illustrations, or icons that fit the brand’s style. This could include direction on photographic style (e.g., bright and playful, dark and moody) and graphic treatments.

• Layouts and Spacing: Rules for arranging elements like logos, text, and images on various types of media (web, print, social). This ensures that everything looks balanced and professional.

• Tone and Style: While primarily visual, some brand guidelines also touch on the tone of voice and how copy should align with the visual identity, ensuring a unified message.

These guidelines act as a playbook for anyone working with the brand, whether it’s internal designers or external partners, so the brand always looks polished, professional, and easily recognizable.

The length of a typical branding project can vary, but it generally ranges from 6 to 12 weeks, depending on several factors. Here’s a breakdown of what determines the timeline:

• Brand Strategy and Discovery: If the project involves in-depth research, competitive analysis, and discovery sessions (to define your target audience, positioning, etc.), this can add 1–2 weeks to the timeline.

• Communication and Feedback Speed: The project moves faster when you’re able to provide timely feedback. We understand that life happens though, so we are always flexible. You can’t rush creativity.

• Number of Revisions: More rounds of revisions or changes can extend the timeline, especially if several iterations are needed. We typically include two rounds of consolidated revisions on every project.

At Hijinks, our pricing for branding projects ranges from $3,000 to $15,000, depending on the scope and complexity of the work. For smaller projects like a one-concept method logo design, you can expect pricing at the lower end. For more comprehensive branding packages—including multiple logo concepts, full brand guidelines, and additional deliverables such as marketing collateral or website design—the investment increases. We tailor each project to your business's specific needs and goals, ensuring you receive a custom brand identity that works for YOU.

To be honest, we’ve been paid in cake before. So don’t be afraid to get creative 😆

We accept etransfer, cheque, or credit card through QuickBooks online.

We also offer three payment plan options:

• Collect 50% at the beginning of the project and 50% upon completion

• Invoice only at the end of the project (available to repeat clients)

• Invoice in 6 or 12 equal payments, at the beginning of each month

Let us know if you have a payment structure in mind!