A brand that holds up in the browser too

Most corporate designs look good as a PDF and fall apart in the browser. Colors that look rich on coated paper and have too little contrast on screen. A font without a web license. A logo with fine lines that turns into a gray smudge as a sixteen-pixel favicon. That happens when the brand and its implementation come from different people who never talked to each other.

With me, both come from the same person. That's the whole trick.

What you get

First the positioning, in writing: for whom, against whom, in what tone. This part is uncomfortable and gets skipped often, but it decides whether you end up with a brand or just a nice-looking mark.

Then two to three visual directions as a moodboard, from which you choose one. Only then logo, colors, typography, and the applications: business card, social post, website header, presentation template. A brand shows itself in its application, not in the logo file.

At the end you get everything as SVG, PNG, and PDF, plus the editable Figma file and a short manual with the rules. No dependency on me, no file only I can open.

Reference

For buk.S from Stuttgart, a company for sustainable housing projects, a complete identity was built: wordmark and symbol, color world, typography, print materials, and the website that brings it all together. Brand and implementation ran in the same project, which is why the printed business card looks like the homepage instead of a distant relative.

What I check along the way, because I have to build it afterward

Color contrast against WCAG criteria, so text on a colored background can also be read by people with weaker vision. Fonts with a license that covers web and print, instead of a desktop license that doesn't legally hold up on a website. The logo at sixteen pixels, single-color and on a dark background, because that's exactly where it shows up most often. Loadable font weights, because nine weights slow a page down and two are plenty.

None of this is spectacular. It's the list of things you only notice once you have to implement a corporate design someone else drafted.

Refresh instead of starting over

Not every brand needs a relaunch. If the core is right and only the execution feels dated, a refresh is often enough: keep the logo or sharpen it carefully, bring colors and typography up to date, rebuild the applications. It costs a fraction and doesn't throw away what your customers already recognize.

For a deeper look at the difference between the two paths and what each one includes, see the guide on branding and corporate design.