Earthen Mamma
Microgreens growing kits
Brand identity design · Logo design · Brand guidelines
Branding and visual identity for new businesses
Branding and visual identity work that gives you a logo suite, colors, type and simple guidelines, applied to your website and social profiles.
Your identity is designed in-house, by the same team that will put it on your website.
Brands we have worked with
Our approach
An identity you can use every day
Our branding and visual identity work begins with where the brand will appear: a website header, a social avatar the size of a thumbnail, a printed invoice, a browser tab.
A logo that only works large and in full color causes trouble later. So we design a suite: a primary logo, a simpler secondary version and an icon that still reads as a favicon.
Color and type are chosen together. Text and background pairs are checked for contrast, so the palette stays readable on a screen as well as on a mood board.
We design the identity and show you how to use it. Trademark searches and legal checks are outside our service, so if protecting the name or logo matters, speak to a trademark attorney before you commit.
Free site audit Your top three fixes
When is brand identity design worth doing?
Small business branding often starts as a logo made in a hurry and a color picked from a template. That holds up until the business grows and nothing matches.
A proper visual identity gives your website, social profiles and printed material one set of rules to follow.
- Your logo blurs or breaks when shrunk
- Everyone on the team uses different colors and fonts
- The only logo file you have is a low-res JPG
- Your website and social profiles look like different businesses
- The brand no longer suits your prices or customers
Identity sorted and ready for the site? Website Design is the next step.
What’s included
Your brand kit, file by file
The exact deliverables are listed in your proposal. Most identity projects cover the items below.
- Primary logo, secondary logo and icon
- Favicon and social profile image sizes
- Color palette with accessible text pairs
- Heading and body typefaces with a type scale
- Imagery and icon style direction
- Brand guidelines PDF in plain language
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Formats you need
SVG for the web, PNG for documents and social, and PDF for print, each in full color and one-color versions.
Files -
Rules, kept short
Clear space, minimum sizes, color codes and type styles, with examples of right and wrong use on a few pages.
Guidelines -
Applied to your site
Where it is in scope, we apply the new logo, colors and type to your website and social profile images at handover.
Rollout
Why GoodTechies
Visual identity design compared
Working with our designer next to an online logo maker or a freelance logo designer.
| Feature | Our Agency | Online logo maker | Freelance logo designer |
|---|---|---|---|
| What you get | Logo suite and identity | A single logo | Depends on the brief |
| Icon and favicon | Designed to read small | Up to you | Sometimes included |
| Color palette | Contrast-checked pairs | Preset palettes | Usually included |
| Typography | Web-ready type pairing | Preset font choices | Usually included |
| Guidelines | Short brand guidelines file | Depends on the plan | Varies by designer |
| File formats | SVG, PNG and PDF | Depends on the plan | Usually several formats |
| On your website | Applied by the same team | Up to you | Usually someone else |
| Pricing | Quoted in USD upfront | Subscription or one-off | Fixed fee or hourly |
Our process
Our branding and visual identity process
Review rounds and final deliverables are set in your proposal.
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Brand questions
Your customers, competitors, price point and the impression you want to leave.
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Visual direction
A small set of directions, shown as boards with type and color samples.
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Logo suite
Primary, secondary and icon versions developed from the direction you choose.
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Color and type
A palette tested for contrast, plus heading and body fonts that work on screen.
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Guidelines file
Simple rules for spacing, sizes, colors and type, with do and don’t examples.
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Files and rollout
Final files in SVG, PNG and PDF, applied to your website and social profiles.
Where your brand shows up
From first glimpse to a name people remember
The places a customer meets your identity, usually before they ever speak to you.
Recognition comes from repetition. The same logo, colors and type, used the same way everywhere, make a small business look established.
That only happens when the rules are written down and the files are easy to find.
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Search result
Your favicon and name sit beside competitors in a list of results.
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Social profile
A crisp icon and consistent colors show it is clearly the same business.
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Website
Type, color and imagery follow the guidelines, so every page feels familiar.
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Repeat visit
They spot your icon in a tab, an inbox or a feed and know who it is.
A brand is built by making the same choices again and again.
Our work
Websites for brands with their own look
A few of the brands whose websites we have built or worked on, from microgreens kits and hair care to a guesthouse, a law firm and a wellness clinic.
Munro Manor
Guesthouse and self-catering stays
The Wright Law Office
Personal injury law firm
Rastta Locs
Locs hair care eCommerce
Unphish
Scam and phishing protection
Drift Acupuncture
Acupuncture and wellness clinic
Want your brand to look this consistent online?
Client reviews
In our clients’ words
What clients say about working with our designer and the wider team.
We needed a website that looked professional, loaded quickly, and made it easy for customers to understand our services. The team delivered a clean, modern design that reflects our brand perfectly. The whole experience was smooth, and the final result exceeded our expectations.
Our WooCommerce store needed a better shopping experience and a more reliable setup. The team organized the product pages, improved the site structure, and made the buying process much easier to navigate. The new store gives us a stronger foundation for growing our online business.
We wanted a Shopify store that felt polished, worked smoothly on mobile, and made it simple for customers to find our products. The team delivered a well-organized storefront with a consistent design and an intuitive checkout experience. They understood our goals and turned them into a practical solution.
Finding qualified local leads was a major priority for our plumbing business. The SEO strategy focused on our core services and the areas we serve, helping strengthen our local search presence. Communication was clear throughout, and we now have a much better direction for growing our visibility online.
We needed a more structured approach to Meta Ads that would help us reach shoppers actively looking for our products. The team helped us focus on campaign structure, audience intent, and improving the relevance of our ads. Their strategic approach gave us a clearer way to evaluate performance and optimize our advertising.
Our goal was to make it easier for potential homebuyers to discover our projects online. The team helped us build a stronger digital presence and communicate our services more clearly. Their attention to detail and understanding of our business made the collaboration straightforward from start to finish.
As an accident law firm, we needed a website that communicated trust, professionalism, and the importance of taking action. The team helped us present our services more clearly and improve the overall user experience. The result feels more credible, accessible, and aligned with the clients we want to reach.
We wanted a digital strategy that would help more people discover our brand and understand what makes our products different. The team brought a thoughtful approach to our online presence, with a focus on clear messaging, search visibility, and a better customer journey. Their work gave us a solid starting point for continued growth.
How much does branding and visual identity design cost?
Each project is quoted individually in USD. The price depends on whether you need a new logo or a refresh, how much the guidelines cover and whether we apply the identity to your website. Deliverables, review rounds and price are confirmed in a written proposal before any sketching begins.
What is included in a logo design package?
Our logo design work covers a primary logo, a secondary or simplified version and an icon for favicons and social avatars. Each comes in full color and one-color versions, delivered as SVG, PNG and PDF.
What are brand guidelines and do I need them?
Brand guidelines are a short file explaining how to use your logo, colors, type and imagery. A small business benefits too, because anyone making a flyer, social post or web page can follow the same rules. We keep ours brief so people actually open them.
Do you check if my logo or business name is trademarked?
No. We do not run trademark searches or give legal advice. If protecting your name or logo matters to you, speak to a trademark attorney before you launch or register anything.
Can you refresh my existing logo instead of starting over?
Yes. If customers already recognize your logo, a refresh can tidy the shapes, fix how it reads at small sizes and build a proper palette and type system around it. We talk through whether a refresh or a new identity suits you on the first call.
Will my branding and visual identity work on my website?
That is planned from the start. Colors are checked for on-screen contrast, fonts are chosen for web use and the icon is tested as a favicon. If your website is in scope, we apply the identity to it and to your social profiles before handover.