A visual identity is the foundation of every brand because it transforms business values, personality and messages into a visual system that users recognise, remember and emotionally associate with your offering. A well-developed identity helps you make a strong first impression while maintaining consistency across all communication — from websites and packaging to social media and printed materials. Prolink develops visual identities that follow not only aesthetics but also brand strategy, audience behaviour and long-term business goals. Each identity is built to be functional, adaptable and professionally prepared for every channel in which it will be used.
What the visual identity service includes
Creating a visual identity includes the entire system of visual elements that form a recognisable brand presence. The difference between a logo and a full visual identity lies in the scope: a logo is a single symbol, while a visual identity defines typography, colours, composition, graphic forms, illustrations, iconography, usage rules and all elements that ensure coherence. Prolink can create only a logo if that is the primary need, but a complete branding package is recommended for consistent communication. An existing identity can be refreshed, redesigned or completely rebuilt depending on the brand’s condition and goals.
Pricing and expected timelines
The price depends on how many elements are included, the scope of the branding package and whether additional materials and applications are required. A simpler identity with only a logo and basic guidelines requires less work, while a complete system with branding materials and a brand book involves a broader process. Timelines vary, but professional identity development usually lasts from several weeks to a few months. Clients receive a defined number of logo concepts, from which the preferred direction is selected and refined. Revisions are included in the price and continue until the agreed scope is fulfilled.
Identity creation process
The process begins with gathering information through a structured brief or questionnaire that reveals your brand story, target audience, industry context, emotional tone and growth direction. If you don’t have a clear vision, Prolink proposes creative solutions and researches relevant aesthetics. Early stages include moodboards and competitor analysis to identify visual patterns that work well and those to avoid. Initial sketches or concepts are delivered after the research phase, accompanied by explanations that describe the thinking behind each proposal.
Creative direction and visual style
Clients may submit examples of styles, colours or aesthetics they prefer, and Prolink uses these references as creative guidelines. Visual identity can include trend-inspired elements when appropriate, but the primary goal is to develop a timeless design that remains relevant for years. The identity is adapted to specific industries — from corporate and tech brands to creative fields and service sectors. If initial concepts do not fully achieve the desired direction, adjustments are made and new variations created within the agreed framework. When needed, multiple stylistic directions can be developed in parallel to ensure the most accurate representation of the brand.
What the final logo package includes
The final logo package includes the primary logo, alternative versions, simplified versions and coloured, monochrome and negative variations. The logo is delivered in all professional formats, including PNG, SVG, PDF and EPS, ready for digital and print use. The logo can also be animated, which is particularly useful for digital platforms, web and video materials. Clients receive optimized versions for websites, print materials and social media to ensure proper display in all contexts.
Typography and colour system
The typography system defines recommended fonts and usage rules, from headings and subheadings to body text for digital and print applications. Prolink proposes licensed professional fonts or customised typographic combinations depending on brand identity. The colour system includes primary and secondary palettes, tonal variations and contrast rules. Although colours can be optimised for print and digital formats, differences may occur due to device or print technology, so brand book includes precise CMYK, RGB and HEX values. Clients receive a colour and typography guide to maintain consistency across all materials.
Brand materials and applications
A visual identity includes practical applications that ensure the design can be used effectively in everyday business. Prolink creates business cards, letterheads, email signatures, presentation templates, social media visuals, graphic templates and header images. If needed, packaging, labels, posters, billboards, vehicle branding and office graphics can also be designed. Canva-adjusted templates can be created for internal teams that prefer simplified tools, ensuring effortless everyday use of the visual identity.
Brand book as the foundation of consistency
A brand book consolidates all identity rules into one structured document used by anyone working with the brand. Depending on the package, it may be included in the price and typically contains logo rules, colour palettes, typography systems, applications, graphic elements, examples of proper and improper use, digital and print guidelines and rules for maintaining consistency. A shorter version — a mini brand guide — can be created for teams that need quick reference. Brand books can be updated over time as the brand evolves, and while not mandatory, they are strongly recommended for professional long-term communication.
Rights of use and final delivery
Copyrights for the logo and identity materials are clearly defined in the contract, and the client receives full commercial usage rights to the final identity. The identity can be used freely across digital, print and marketing channels unless additional restrictions are mutually agreed. Source files can be provided upon request, enabling internal teams to expand the identity in the future. Final files are delivered via structured cloud folders, and additional materials can be ordered at any stage of brand development.
Ongoing support and long-term collaboration
Prolink provides long-term support for brands that want to update or expand their visual identity over time. This includes creating new materials, upgrading graphic elements, complete rebranding or monthly design support for continuous communication. If you later decide to refine or revise the logo, the redesign process is carried out carefully to preserve recognition while improving outdated elements. Prolink can also support implementation across websites, digital campaigns, print materials and internal corporate documents to ensure consistent rollout.
Building a visual identity that leaves a lasting impression
When visual identity is developed strategically, aesthetically and technically correctly, it becomes a powerful tool for recognition and long-term brand growth. If you want a partner who can transform your brand story into a cohesive visual system that communicates clearly and leaves a strong impression, Prolink is ready to create an identity that supports your business for years to come.
