Visual identities for brands impossible to ignore.
Safe doesn't stand out
If you've got a strategy, positioning, and a story, but none of it looks like anything yet. You need help building your visual identity.
Who this is for
Wildish & Co designs visual identities for brands that are in it for the long run. Even if your positioning is settled, whether through a previous rebrand, a founder's clear instinct or strategy work done elsewhere, we build the visual system that makes it recognisable: logo, colour, typography, imagery and guidelines.
When the brand strategy is already in place, a visual identity project is faster and narrower than a full rebrand. It suits brands whose thinking has moved on but whose look hasn't.
If you're less sure about the strategy, or suspect "the logo just needs a refresh" is covering a bigger problem, sort that out first. Our full branding process starts a stage earlier, with the positioning a visual identity is built on. If you're weighing up the two, our guide to choosing between a rebrand and a refresh will help.
What's included in a visual identity project
Logo ↓
A primary logo plus the variations you need to use it everywhere: secondary lockups, a standalone mark, favicon and social avatars. Every version is supplied (in vector and raster formats, in colour, mono and reversed), so it holds up on billboards and browser tabs.
Colours ↓
Colour palette, built for accessibility as well as impact. A primary and secondary palette with [HEX, RGB, CMYK and Pantone] values. We test colour pairings for contrast against [WCAG 2.2 AA], so the palette is accessible as well as distinctive.
Typography ↓
Typefaces chosen for how they read at billboard size and at 12px on a phone. You get a type hierarchy for headings, body copy and UI, along with guidance on licensing and web-safe fallbacks.
Images ↓
Guidelines for the imagery that sits around the logo: how photography should be shot, lit and cropped, and how illustration and iconography should look. This is what keeps the brand consistent when someone other than us is making the work.
Guidelines ↓
One document that pulls the system together, with rules, examples and common mistakes to avoid. It's written so your team, and every freelancer or agency you bring in after us, can use it without calling us first.
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Latest thoughts
FAQs
What is a visual identity? ↓
A visual identity is the set of visual elements that make a brand recognisable: its logo, colours, typography, imagery style and the guidelines for using them. It's the visible expression of a brand's strategy and positioning.
What's the difference between visual identity and branding? ↓
Branding covers the whole picture, including strategy, positioning, tone of voice and how the brand looks. Visual identity is the part you can see. At Wildish & Co, a visual identity project assumes the strategy is already done, while a full branding project starts with it.
What's included in a visual identity project? ↓
A logo and mark system, colour palette, typography, photography and illustration guidelines, and a brand guidelines document your whole team can use. It's a complete visual system built to express a positioning that's already in place.
Do you offer visual identity design without a full rebrand? ↓
Yes. If your strategy and positioning are solid and it's the visual system that needs work, Wildish & Co runs visual identity as its own project. If you're not sure whether the problem is the visuals or the strategy underneath, our branding agency service covers both.
How much does a visual identity cost? ↓
Visual identity projects with Wildish & Co start from £40,000. The final cost depends on the size of the system, for example the number of sub-brands, how much imagery direction is needed and how many applications we design. We'll give you a fixed quote once we've scoped the brief.
What do we need to have in place before we start? ↓
A clear positioning: who you're for, what makes you different and how you want to be perceived. A brand strategy document is ideal, but a founder who can articulate those things clearly is often enough. If that thinking isn't there yet, we'd recommend starting with strategy.
What does the process look like? ↓
We start with a discovery session to understand your strategy and audience, then present creative routes for the identity. Once you've chosen a direction, we develop it into the full system and finish with guidelines and asset handover.