How do starter brands differ from premium brands? +
We decided to offer starter brand services for new (or young) businesses because we understand that sometimes, it’s best to give yourself some time to grow your business and better understand your audience before investing in a premium brand. But even so, that doesn’t mean that you have to sacrifice style. Our starter brands are an affordable way to establish a solid foundation. They looks good and are meant to be built upon in the future.
Premium brands, on the other hand, are rooted in strategy and built from the ground up, which means that it’s best to go through this process once you’ve got a good handle on your business and are ready to invest in an expert. Plus, you’ll receive an entire customized identity (primary logo, secondary logo, marks, patterns, etc.), rather than just one logotype.
- Shorter questionnaire
- No brand strategy
- Logotype only (font based logo, no illustrations or intricate compositions)
- No secondary logotypes
- No brand pattern
- One page style sheet instead of a full brand guide
Do you offer introductory brand strategy consultations? +
Yes! If you aren't quite ready to invest in our premium branding, we'd be happy to provide brand strategy consultation services. We'll begin by sending over an in-depth questionnaire for you to fill out and once finished, we'll hop on the phone to discuss your business, as well as any other lingering questions you may have. You'll walk away with a complete brand strategy, which goes over your brand's passion, purpose, and audience, while also analyzing your competition and overall goals so that you have a better handle on how to move forward. A visual moodboard is also included.
Do note that if you decide to move forward with our premium branding service after your brand strategy consultation is complete, the cost of your brand strategy consultation will be deducted from the cost of our premium brand package.
Why do you only present one concept? +
Our clients hire us because they trust that it’s our job to design the best, most succinct solution for their brand. The reason this works is because our process is rooted in strategy, allowing us to channel all of our creative energy into something that not only reflects our clients story and audience, but is beautiful, too. We still explore a variety of options up front, but narrow those down so that we can present our clients with a more fleshed out identity. Remember, we do offer two rounds of refinement for our premium brands after the initial concept is presented. This way, we can properly discuss what’s working as well as any potential opportunities to grow so that in the end, you’re walking away with a brand that best represents your business.
If you'd like to learn more, we wrote an entire blog post about the subject right here!
How long will my project take? +
Turn around time varies depending on project scope, as well as client response time. But typically, our starter package takes 3 weeks and our premium package takes 6-8 weeks. Add on collateral incurs extra time.
What is a logotype? Primary logo? Secondary logo? Mark? +
Because we offer two different branding services, as outlined above, it’s important to understand the various deliverables. Important terminology has been defined below. If you have any other clarifications, just ask!
Logotype: This is a font based logo that doesn’t include illustration or intricate compositional additions. We take things like spacing, capitalization, and line breaks into account so that our starter brand clients walk away with a logotype that’s both professional and polished, not DIY.
Monogram: Using the same font from your logotype, we'll typeset the initials of your business name into a simple shape. Monograms are great for profile photos on social media, or for extra design details on print and digital collateral.
Style guide: A style guide is a one page PDF that gives you an overview of how to use your logotype, monogram, color palette, and font system in both print and digital environments. For example, all of your fonts will be Google Font friendly and we’ll give you all of your color hex codes (#xxxxxx) for you to implement on a website template (like Squarespace or Wordpress). Simply put, your style guide ensures consistency.
- Brand strategy: This is an in-depth PDF that goes over your brand’s passion, purpose, and target market, while also analyzing your competition and overall goals so that you can stand out from the crowd. This one is much easier to explain with an actual example, so you can take a look at one right here.
Primary logo: A primary logo uses letters and shapes to create a unique composition of your full business name. This may include other details like illustration or the inclusion of a tagline, established date, etc. Because primary logos are designed to be used a lot, they are often the most familiar to a brand’s audience.
Secondary logo(s): Not all logos fit into every environment, which is why we provide secondary logos (if applicable). For example, if your primary logo is horizontal in composition, it probably won’t easily fit into a vertical space, or visa versa. Because of this, secondary logos are often very similar to primary logos, but composed differently. This way our clients walk away with a brand that’s robust and easy to use.
Mark(s): Marks can be pictorial and / or type based, and are often the “visual” that comes to mind when thinking about a company. For example: Target’s bullseye or Volkswagen’s monogram. Our clients typically walk away with 1-2 of their own unique marks that help elevate their brand as a whole.
Brand guidelines: All of our premium brand clients receive a multi-page PDF document that walks through every single component of their brand, explaining how it was derived as well as how it can and should be uses for overall brand consistency.
What is collateral? +
Collateral is any print, digital, or physical asset that supports your brand. Our premium package comes with one small item of your choice, but you can always add on more! Options include: business cards, stationery item, hang tag, tote bag, stickers, buttons, up to 4 custom icons, instagram art direction, or social media templates. If you are in need of something more complex (like package or website design), let us know and we can add it on to your estimate.
Do you offer website design? +
We offer web design to clients that have already worked through our starter or premium brand process. For clients that are interested in moving on with website design, there are two routes you can take. The first is both simple and affordable, and includes a customized pre-existing template on Squarespace. The second is more complex, and includes having us design a website for you from scratch on the platform of your choice (like Wordpress, Shopify, etc.). If you opt for the latter, please note that we'll need to outsource a developer to help make your design come to life on screen.
Can I still work with you if I don’t live in Minneapolis? +
Absolutely! In fact, the majority of our clients come from all over the world (which is exciting!), and collaborating remotely or even dealing with timezone differences has never been a problem. Communication will primarily happen through our project management system, Asana, but we'll hop on the phone a few times as well.