Visual Identity | Logo Design

Pro

Juliana E. Escaleira

Starting at

250

About this service

Summary

A tailored, strategic, experience-driven identity system for brands ready to be seen — and recognized. This service is built for businesses that want more than just a logo: they need to shape the soul of their brand, translating its essence into visuals that build trust, stand out in a crowded market, and create a lasting connection with their audience.

Process

1. Discovery & Brand Foundations 📋 The process begins with a deep strategic dive into the brand’s essence — purpose, audience, values, tone of voice, and market position. Through thoughtful questions and collaborative exploration, we uncover what makes the brand unique and where it needs to go.

2. Research & Visual Strategy 🧭 At this stage, market trends, competitors, and audience expectations are studied to define a visual direction that’s both authentic and differentiating. Design principles and emotional triggers guide this phase, using tools like moodboards and brand archetypes to translate strategy into visual tone.

3. Concept Development 🎨 Using a mix of experience design and branding theory, we create logo concepts that express the brand’s essence. Elements like shape, spacing, and typography are chosen intentionally — guided by design principles, semiotics, and the psychology of color — to evoke the right feelings and associations.

4. System Building & Refinement 🧩 The chosen direction evolves into a full identity system: logo variations, color palette, typography, iconography, and graphic elements — all designed for flexibility, clarity, and emotional impact across different formats and platforms.

5. Brand Manual & Final Assets 📘 A brand manual is crafted to ensure consistency and ease of application. It includes visual guidelines, rationale, and best practices — along with final files for all uses (print, web, social, packaging, etc.), ready to roll out.

✨ Brand Collateral (Optional Add-on) To complete the experience, supporting materials such as business cards, presentations, social media templates, or packaging can be developed — helping your brand show up powerfully across every touchpoint.

What's included

Main logo
A custom-designed, professional logo that captures your brand’s essence and sets the tone for your entire visual identity. Delivery of finalized assets in multiple formats (e.g., PNG, SVG, PDF) suitable for immediate use both in print and digital mediums.
Logo variations
Alternate versions (horizontal, vertical, reduced) to ensure flexibility and consistency across different uses and formats. Delivery of finalized assets in multiple formats (e.g., PNG, SVG, PDF) suitable for immediate use both in print and digital mediums.
Symbol or icon
A standalone graphic element that can be used independently — perfect for social media or branded materials.
Favicon
A simplified version of your logo designed for browser tabs, apps, and digital shortcuts.
Color palette
A curated set of primary and secondary colors, delivered with codes for print and digital (RGB, CMYK, HEX) — for consistent use across platforms.
Typography
Font recommendations for titles, body text, and highlights — all aligned with your brand’s personality and tone of voice.
Pattern Design
Custom brand patterns or textures that add character and depth to your visual identity, ideal for packaging, backgrounds, and branded materials.
Image and graphic element style
Visual direction for illustrations, iconography, and overall brand expression — to ensure cohesion across all content and touchpoints.
Brand book
A beautifully organized brand guide with all visual rules, usage guidelines, and examples — your go-to document for maintaining consistency as your brand grows.
✨ EXTRA: Institutional and digital materials
In addition to the core visual identity, you can also include a full set of branded assets to bring everything to life. These optional extras may include a business card design for both print and digital use, corporate stationery templates (like letterhead, envelopes, email signatures, and name badges), editable social media templates for posts and stories, a branded presentation deck for pitches and proposals — or any other materials your brand might need. Everything is tailored to ensure your visual identity is consistent, polished, and ready to show up wherever your audience is. These assets help create a cohesive brand presence across every touchpoint — from inbox to Instagram.