The brand identity craft that pairs with the site.
Logo, typography, color, and brand systems built specifically to ship alongside the custom WordPress build. The visual identity that earns the design we're putting around it.
Only
Pairing
Delivered
Operation
A site without a brand is a building without a foundation.
Most sites look generic because the brand work was skipped.
The usual sequence is: business owner wants a website, hires a web designer, designer picks fonts they like, chooses colors that feel "professional," drops in a stock logo, and ships. The result looks fine in the mockup. On the actual site, it looks like every other site in the industry — because it was built from the same unresolved starting point.
Brand identity done right changes the inputs. Logo: a mark that actually scales, works in one color, and has a clear visual logic. Typography: a pairing that carries the right tone — editorial, technical, warm, authoritative. Color: a palette built to work together across screens, print, and signage. Brand guidelines: a document that keeps everything consistent when a new designer, employee, or vendor touches the brand.
We do this work before the site — or alongside it when the timing is right. Either way, the site gets built to a brief that exists, not to a guess about what the brand is.
The full identity package, built to last.
Brand identity is a complete deliverable, not a logo file sent over email. Everything below ships before we hand off the files.
Brand discovery + positioning
One to two working sessions covering audience, voice, differentiation, and positioning. The brief that drives every visual decision downstream.
Logo design (3–4 directions)
Three to four distinct directions, each with a clear concept rationale. Not variations on the same idea — genuinely different approaches to the brief.
Typography pairing
Primary and secondary typeface selections — with usage guidance for headlines, body, captions, and UI. Chosen for the brand tone, not default aesthetic preference.
Color palette
Primary, secondary, and neutral colors with hex, RGB, and CMYK values. Tested for web contrast (WCAG AA), print accuracy, and cross-context coherence.
Brand mark + companion mark
Primary logomark plus a companion mark — an icon or monogram for favicon, social avatar, and watermark contexts where the full wordmark won't fit.
Social avatar variants
Profile image crops for LinkedIn, Instagram, Google Business, and Facebook — properly sized, properly composed, consistent across platforms.
Brand guidelines document
A PDF and web-ready guide covering logo usage rules, color specs, typography pairings, do's and don'ts. The document that keeps the brand consistent.
Business card design
Print-ready business card design — front and back, in standard and square formats. Sent to print vendor of choice or delivered as production-ready files.
Email signature design
HTML email signature sized for desktop and mobile clients — consistent with the brand, not a text-only footer.
Brand voice notes
A one-page voice brief — tone, adjective stack, things the brand says, things it doesn't. Enough to brief a copywriter or keep your own copy consistent.
What you actually walk away with.
Brand identity isn't a single file. It's a system — four layers that work together so any designer, vendor, or employee can touch the brand without breaking it.
Brand Brief
Positioning, voice, audience, and brand pillars in a single working document. The source of truth for every design and copy decision downstream — on the site, in ads, on signage, in print. Written before any visual work begins.
Logo System
Primary wordmark, companion mark, and favicon — in SVG, PNG (transparent), and print-ready PDF. Every file you'll need for the site, for print vendors, for signage, and for social profiles. Delivered organized and labeled.
Visual System
Color palette with production-ready values, typography pairing with usage guidance, and imagery direction — the visual language that makes the site look intentional rather than assembled. What makes the brand recognizable at a glance.
Brand Guidelines
The documentation that keeps everything consistent when someone other than us touches the brand. Logo usage rules, color specs, typography hierarchy, voice notes, don'ts. A PDF and web-friendly version, both included.
The Tucson Web Design Co. Method.
Brand identity follows the same four-phase lifecycle as every project we ship. Design happens in Phase 01 — your sign-off in Phase 02 — before any production files are built or the site begins.
See the full Method →Designed.
Discovery, brief, and 3–4 logo directions presented in real design software.
Approved.
Logo direction chosen, revisions made, final system signed off before production files are built.
Built.
Full identity system produced — all file formats, all brand guide components, ready to hand off or feed directly into the site build.
Maintained.
Brand updates, new collateral, and guidelines revisions as the business grows. The brand brief stays live, not in a drawer.
Brand work that earned the site around it.
Prueter Engineering
Authority-led brand identity for a specialized engineering consulting firm — typography and palette that communicates precision without cold corporate distance.
La Roza Construction
Brand identity for a family-run construction company — grounded, craft-forward visual system that positions the firm clearly in a crowded market without generic contractor aesthetic.
The questions we get most.
Do I need brand work before a website?
Not always — but a site built without a resolved brand tends to look like it. If you have a strong existing brand, we work from it. If you're starting without one, or if the existing brand is weak and you know it, doing the identity work first produces a measurably better site. We'll tell you honestly which situation you're in.
Can you redo my existing brand?
Yes. Brand refreshes (keeping the core, tightening everything around it) and full redesigns are both in scope. We start with a discovery conversation about what's working, what isn't, and where the brand needs to go — before any visual work begins. We won't "refresh" a brand that actually needs a rebuild.
What if I have a logo I love but the rest of the brand is weak?
That's a common and solvable situation. We can build the full brand system — typography, color, guidelines, voice — around an existing logo you want to keep. We'll assess whether the logo needs any production cleanup (file quality, scalability) while we're at it.
What does brand identity design cost?
A focused brand identity package — logo system, typography, color palette, and brand guidelines — typically runs $2,500–$6,000 depending on scope and complexity. When paired with a custom WordPress build, we often scope it as a single project at a bundled rate. Quote shared before any work starts.
Do you handle trademark registration?
We don't file trademarks — that's an attorney's work, not a designer's. We do deliver files in the format a trademark attorney needs and can help you understand what's worth filing. We'll refer you to a trademark attorney if you need one.
How many revisions do you include?
We present 3–4 directions after discovery. Each chosen direction gets two rounds of revisions before final delivery. The process is designed so revisions are refinements — because we do the discovery work first, we're not guessing at what you want. In practice, most projects land in the first or second round.
How long does brand identity take?
Three to six weeks for a focused identity project, from discovery through final delivery. Combined with a custom WordPress build, we sequence the work so the brand is locked before the design phase of the site begins — which keeps the overall timeline tighter than running them separately.
Can I see examples of your brand work?
The sites in the Work section are the most direct examples — each one reflects the brand system we built alongside it. The site you're looking at right now was built through the same process: brand brief, visual identity, then design. Send us a note if you'd like to talk through what we did for a specific project.
Let's talk about your brand.
Brand work starts with a conversation — where the business is, where it's going, and what the visual identity needs to do. Thirty minutes, no pitch deck.
Send us your current brand.
Your logo, your site URL, your current brand materials — whatever you have. We'll send back a brief, honest take on what's working and what's holding the brand back. No sales sequence follows.
Get a free website audit