Brand Identity

Your business has grown. Does your brand reflect that?

TL;DR

What's Included

These are the core deliverables we work with: Logo, color palette, typography, visual assets, and styles.

Need something more custom? If the project calls for it, we'll scope it. If you're not sure whether you need it, we'll tell you.

Where to Start?

Whether you're building from scratch, cleaning up what you have, or replacing something you outgrew years ago, the process starts with understanding where your brand is today and where your business needs it to go.

Logo

Your primary logo, secondary variations, icon marks, and usage rules for different contexts and backgrounds.

Color Palette

Primary and secondary colors with hex, RGB, and CMYK values, plus guidance on how and when to use each.

Typography

Font selections for headings, body, and accents, with hierarchy rules so everything looks intentional across web, print, and presentations.

Visual Assets

Guidelines for the types of images, illustrations, or graphics that fit your brand, and the ones that don't.

Style Guide

A reference document that packages everything above into a usable resource for your team, your vendors, and anyone who touches your brand.

Custom Stuff

Sometimes you need more. Illustrations, patterns, textures, iconography, or graphic elements that give your brand a visual language beyond the logo.

FAQs

What’s the difference between a brand identity and a logo?

A logo is one piece of a brand identity. A brand identity is the full visual system: logo, colors, typography, imagery direction, and the guidelines that keep everything consistent. A logo without a system behind it leads to collateral that looks different every time someone on your team creates something.

How long does a brand identity project take?

Most projects take four to eight weeks depending on scope and how quickly feedback comes back. We’ll give you a timeline during scoping.

What if I already have a logo I like?

We can build the rest of the system around it. Not every brand identity project starts with a new logo. Sometimes the logo is fine and everything else needs to be defined.

This You?

I've Outgrown My Brand

You started with a logo from a friend of a friend and a color palette you picked in ten minutes. It doesn't work anymore.

Transitional Change is Imminent

New leadership, new positioning, a merger, a pivot. Your brand needs to reflect where you're headed, not where you've been.

Ha. What's a Brand?

There's never been a system. You have a logo but nothing else is defined. Every piece of collateral looks slightly different because there's no guide.

I Want Something Different

Nothing is broken. You have a creative vision for something sharper, bolder, or more refined, and you want a team that can match that energy and push it further.

Start Your Project

Kind Words

Blue Sphere Tax

WE do really LOVE the blues and greens and the way the website flows as you scroll. Great job! I especially LOVE the picture of the green trees. That reminds me of growing up in the timber industry in WA state. Our HS Mascot was the “Loggers” and if you look up our hometown on Google earth, it looks a lot like that in the surrounding areas! You guys really get us!

Karen & Shari

Blue Sphere Tax

Andrew V.

I can’t say enough about the amazing job that Danielle and Nicole have done with our website. It has completely transformed our business, and our clients always tell us that we have THE BEST website within our industry.

What I love about their team is that they don’t just see me as “another” client. We have become great friends, and they truly care about our company’s mission and brand. Thank you, SMACK HAPPY for being a ROCKSTAR TEAM!!

Andrew Verducci

Verducci Event Productions

Sally C.

My team and I are super happy with the new website! The feedback from candidates, community, and clients has been very positive on design, layout, flow, and colors. People really like the aesthetic!

Sally C.

Carlson Beck

Chris L.

Just an amazing experience from start to finish. Smack Happy built my company logo from scratch and I was so impressed with how attentive they were to every little detail in the process. They blend creative design with professional, prompt responsiveness. They met every deadline and created a beautiful logo without much direction from me – yet they were still able to understand my vision. Highly recommend that you work with them.

Chris L.

Acme Workwear