Quick answer: A complete brand identity package usually includes your logo and its variations, a colour palette, typography, brand guidelines, and supporting assets like business stationery, social media templates and imagery direction. Bigger packages also add brand strategy, messaging and tone of voice. In short, it is everything that makes your business look and sound like itself, wherever people see you, all held together by a set of rules so it stays consistent.
People often think branding means "a logo". A logo is part of it, but a proper brand identity is the whole toolkit that makes your business instantly recognisable. So if you are about to invest in one, here is exactly what you should expect to get, in plain English.
We have spent 25+ years creating brand identities for businesses of all sizes, alongside project work like brochures, campaign assets and digital design for names like M&S, the Jockey Club and Winsor & Newton, so this is what a genuinely complete package looks like.
A brand identity package is the full set of visual and verbal assets that define how your business looks, feels and sounds. It goes well beyond a logo to cover colours, fonts, imagery, messaging and the guidelines that keep everything consistent.
Think of it as the difference between owning one nice shirt and having a full, coordinated wardrobe with rules for what goes with what. The package is what lets your business show up looking sharp and consistent across your website, social media, print and everything in between.
A complete package usually covers these core elements:
Logo suite — Your primary logo plus variations (secondary, icon, black and white) for different uses
Colour palette — Primary and secondary colours with exact codes for web and print
Typography — The fonts your brand uses across print and digital, and how to use them
Brand guidelines — The rulebook that shows how to use everything correctly and consistently
Imagery direction — The style and mood of photography or illustration that suits your brand
Supporting assets — Business stationery, social media templates, and other day-to-day materials
The exact mix depends on your needs and budget, but those are the building blocks of a brand that holds together.
A good package gives you more than one version of your logo. You should expect a primary logo, plus secondary and simplified versions, an icon or logomark, and black and white options.
The reason is simple. A logo that looks great on your website might not work on a tiny social media avatar or a one-colour print job. Having the right version for each situation means your brand always looks intentional, never stretched or squashed to fit.
Brand guidelines are the rulebook for your identity. They set out how to use your logo, which colours and fonts are approved, how much space to leave around things, and what to avoid.
They matter because consistency is what builds recognition and trust. Guidelines mean anyone working on your brand, whether that is you, a printer, a web developer or a new team member, can keep everything looking right. Without them, a brand tends to drift and slowly lose its edge.
A basic package covers the visual essentials, while a full package adds strategy and messaging on top.
Brand starter pack: logo suite, colours, fonts and simple guidelines. Ideal for start-ups and small businesses, typically £1,500 to £5,000.
Full brand identity: everything above plus brand strategy, positioning, messaging, tone of voice and a fuller set of assets. Typically £5,000 to £20,000.
The right level depends on where your business is. A new business often just needs to look polished and professional. A growing one usually benefits from the strategy that makes the whole brand pull in the same direction.
In a fuller package, yes. Alongside the visuals, you may get brand strategy, a clear positioning, key messages, a tagline and a tone of voice guide that shows how your brand should sound in words.
This is the part that turns a nice-looking brand into an effective one. Strategy and messaging make sure your design is built on something solid, so it actually says the right thing to the right people, rather than just looking good.
Most brand identity projects take somewhere between three and eight weeks, depending on the size of the package and how many rounds of feedback are involved. A simple starter pack is quicker, while a full identity with strategy and research takes longer.
The best results come from a proper process rather than a rush, so it is worth allowing time for discovery, concepts and refinement.
At Graphics Monkey we create complete brand identities that help UK businesses look sharper, sound clearer and stand out. We will put together a package that fits where your business is right now, with no unnecessary extras and no jargon.
Start with a free, no-pressure chat about your brand and we will tell you exactly what you need.
Book your free design consultation
What is included in a brand identity package?
A complete brand identity package usually includes a logo suite, colour palette, typography, brand guidelines, imagery direction and supporting assets like stationery and social media templates. Fuller packages also include brand strategy, messaging and tone of voice.
Is a logo the same as a brand identity?
No. A logo is one part of a brand identity. A full identity also covers colours, fonts, imagery, messaging and the guidelines that keep everything consistent across all your materials.
How much does a brand identity package cost in the UK?
A brand starter pack typically costs £1,500 to £5,000, while a full brand identity with strategy usually runs £5,000 to £20,000, depending on scope.
What are brand guidelines?
Brand guidelines are a rulebook that explains how to use your logo, colours, fonts and other assets correctly, so your brand stays consistent wherever it appears.
How long does it take to create a brand identity?
Most brand identity projects take three to eight weeks, depending on the size of the package and the number of feedback rounds.
