# Branding and logo design > Distinctive logos and complete visual identities — from the mark to the brand book, packaging and social. LOWE is one of our projects. Page: https://www.studiojem.it/en/services/branding-logo/ The mark people recognise before they read your name. We design distinctive logos and complete visual identities. Creativity and strategy travel together: a beautiful mark that says nothing is not our product. We work with founders starting from zero, companies due for a refresh, and professionals tired of looking like their competitors. Logo to brand book, business card to shopfront sign — coherent and built to last. One rule holds on every project: the logo is part of the brand, not the brand. A mark works when every touchpoint — website, signage, label, social feed, email signature — says the same thing in the same way. That is what we design: a system, not a drawing. ## What's included ### Logo and brand mark The brand's primary sign: logotype, pictogram or both. Designed to pass the hardest test — working small, in one colour, on light and dark backgrounds. Always horizontal and square, with variants for every background. ### Visual identity system Colour palette with HEX/RGB/CMYK/Pantone codes, primary and secondary typography, photographic and icon style, composition rules. The grammar of the brand — what makes a post recognisable before anyone reads the name. ### Naming The first branding decision and the hardest to undo: sector analysis, alternatives, domain and pronunciation checks, a preliminary screen for similar trademarks. A good name is spelled the way it sounds and leaves the business room to grow. ### Rebranding Renewing an existing mark is a different job from creating one: there's a history to respect and customers who must keep recognising you. We decide what to keep and design the transition, not just the destination. ### Brand book The manual that holds everything together once the project changes hands: logo construction, clear space, minimum sizes, correct and incorrect uses, applied examples. The printer, the social media manager and the developer all need it. ### Stationery and applications Business cards, letterheads, email signatures, presentation and social templates — the point where the identity stops being a PDF and starts working. On physical products it continues with [labels and packaging](/en/services/packaging/). ## Method A brand doesn't come from a flash of inspiration; it comes from a process. Ours takes 3-5 weeks, in five phases. - **Brief and research** — What you do better than your competitors, who you're talking to, where the mark will live — sign, shelf, screen, uniform. A brand is also designed by difference: knowing what everyone does is how you avoid doing it. - **Concepts** — Two or three creative directions, each with a stated logic, presented in real contexts — the shopfront, the profile, the card — never floating on white. A logo is judged where it will live. - **System development** — Final artwork, variants, palette, typography, usage rules. Revisions are included and agreed before we start, so the project moves without going in circles. - **Applications and brand book** — The identity rolled out across the materials in the brief and locked into the manual — the phase that separates a delivered logo from a working identity. Written rules beat a hundred verbal recommendations. - **Delivery and rights** — Every file — SVG, PNG, PDF, EPS — organised by use, plus the sources. And the rights: the mark is yours, forever, royalty-free. In two years we start from the sources, not from scratch. ## What we build with Every mark is born as vector artwork in Illustrator — the only way it scales losslessly from an app icon to scaffolding wrap. Digital applications are built in Figma, where the system becomes a library of reusable components. Critical colours travel as Pantone references with controlled CMYK conversion, because the green on your website and the green on your sign have to be the same green. We're fussy about typography twice over, choice and licence: fonts with clear web and print licences, so you never discover a year in that you've been using a typeface you weren't allowed to. And if the project continues with a [website](/en/services/websites/), the identity arrives already translated into design tokens. Adobe Illustrator · Figma · Pantone · InDesign · Photoshop · Design tokens · WCAG contrast ## The mistakes that age a brand early After eight years of projects, four mistakes come up more than any other. - **Chasing the trend of the moment** — This year's gradient, the lettering you've seen everywhere: a mark drawn on a trend is dated at delivery. An identity is designed to last ten years, not one season. - **Designing only the big version** — The logo that looks perfect on a slide turns illegible as a favicon, a stamp, embroidery on a polo shirt. We test every mark at minimum size and in one colour before presenting it. - **Choosing on personal taste** — The mark doesn't have to please you; it has to work for your audience and set you apart. That's why every proposal comes with its logic in writing — what it communicates, why, against whom. - **Stopping at the logo** — A mark without palette, typography and usage rules produces mismatched materials within months: every supplier invents their own version. The brand book is what protects the investment. ## The real test is off-screen An identity isn't judged in a slide deck. It's judged where it ends up: on a surface, on a garment, on a bottle. - **On surfaces** — Signage, tote bags, water bottles, towels, interiors: a visual foundation holds when dozens of different applications stay recognisable without anyone having to explain them. - **On the product** — For [Fionard](/en/work/fionard/) the identity is the product: designs created in-house are printed on the garments, and the collections organise the catalogue by identity, not category. - **On the shelf** — Istedda Gioielli, Birrificio Nanumoru, SadiTappo.Wine: Sardinian makers and producers with the same problem — standing out in crowded categories without dressing up as someone else. ## How much it costs The price depends on what you actually need: logo and brand identity, naming or a full rebrand, the brand book as a standalone project, coordinated stationery with business cards, letterheads, email signature and printed materials. Every project — single item or complete system — gets a dedicated quote: written and free, with phases and deliverables in black and white. ## FAQ ### How much does a professional logo cost? It depends on the project's scope: the logo alone, or a full identity with palette, typography, applications and brand book. Revisions are agreed before we start. Tell us about your project through the quote configurator and you'll get a free written quote. ### How long does it take? Usually 1-2 weeks for the first concepts, then 2-3 weeks for the final version, revisions included. ### What do I receive at delivery? Your logo in horizontal and square versions, variants for light and dark backgrounds, a colour palette with HEX/RGB/CMYK/Pantone codes, and every format — SVG, PNG, PDF, EPS — ready for web and print. ### Who owns the logo? You do. At delivery we transfer all rights: use it anywhere, forever, with no royalties and no strings.