"Brand identity" sounds vague, so here's the standard package in full: what's included when we build an identity from scratch. The final scope for a specific project is fixed at the brief — some items may turn out unnecessary (not everyone needs signage or vehicle branding), but this is always the starting point.
1. Logo
- The primary mark — the main version, seen most often.
- Additional versions: horizontal and vertical layouts, the mark on its own without the wordmark, a condensed version for small media.
- Monochrome and reversed versions — for single-color printing and dark backgrounds.
- Clear space and minimum allowed sizes.
- What not to do: how the logo must not be used — stretched, recolored, placed on a busy background.
2. Color Palette
- Primary brand colors and secondary colors — for accents and utility states.
- Codes in every system: HEX and RGB for screens, CMYK for print, Pantone for spot-color printing.
- Combination rules and proportions: which color leads, which is used sparingly.
- How the palette behaves on light and dark backgrounds.
3. Typography
- Primary and secondary typefaces, and the set of styles used.
- Hierarchy: headings, subheadings, body text, captions, accents.
- Web font versions and system fallbacks — so the site looks the same for everyone.
- Typesetting rules: line spacing, justification, techniques to avoid.
4. Custom Graphics
- Patterns, textures, and graphic elements recognizable without the logo.
- Icon and pictogram style.
- Illustration style and photography guidelines: processing, cropping, what's on-brand to shoot and what isn't.
5. Business Documents
- Business card.
- Letterhead, envelopes, folder.
- Presentation template.
- Formatting for proposals and standard documents.
6. Digital Media
- Avatars and cover images for social media and messengers.
- Post and story templates.
- Email signature.
- Ad banners in the core formats.
7. Environment and Signage
Not needed by everyone — included if the project has an offline presence: signage, wayfinding and plaques, vehicle branding, staff badges and uniforms, booth design.
8. Promotional Merchandise
T-shirts, mugs, notebooks, pens, bags, stickers — the things given to clients and worn by staff.
9. Tone of Voice
Not an image, but part of recognizability: how the brand talks — formal or casual, dry or friendly, which words it uses and which it avoids. The site's copy then picks up this tone.
10. Brand Book and Source Files
- The brand book — a document with every rule above: any contractor can use it to produce materials in your style without us.
- Source files: the logo in vector format, fonts, media layouts, the palette.
The source files belong to you — this matters: you're not locked into the studio just to print a business card.
How the Identity Gets Onto the Site
For projects on the Shopnseo platform, a brand identity isn't a folder of images — it's the site's working look: the palette and typography become the platform's theme, the graphics become the page design, and the logo takes its place in the navigation and footer. That's why we treat identity and site design as one piece of work — see "How We Work".
What It Costs
A brand identity from scratch together with site design — ₽1,000,000. If you already have an identity and just need it carried over to the platform — ₽300,000. Details are on the pricing page; for a fast, stripped-down option see express branding.
Both amounts are calculated on top of the site setup and add to it: top-tier setup at the platform's studios costs ₽1,000,000 one-time, so "set up and fully dressed from scratch" comes to ₽2,000,000. Access to the control panel is a separate subscription with the regional representative.
Discuss a project: info@kb77.ru.