Visual Identity Design
that stops the scroll.

Create logos, typography, and visual systems that stop the scroll and make your brand instantly recognizable. We design visual identities that don't just look good—they work hard to build brand equity and drive recognition.

How we help

Your visual identity is often the first and sometimes only impression you make. In a world of endless scroll and fleeting attention, your brand needs to be instantly recognizable, memorable, and meaningful.

We don't just design pretty logos. We create comprehensive visual systems that work across every touchpoint from your website to your business cards, from social media to packaging. Every color, typeface, and visual element is chosen strategically to reinforce your positioning and resonate with your audience.

Our process begins with understanding your brand strategy, competitive landscape, and audience preferences. We explore dozens of visual directions before narrowing to concepts that truly capture your brand's essence. Through iterative refinement, we perfect every detail the weight of a letterform, the spacing between elements, the exact shade of your primary color.

We design for versatility and longevity. Your logo needs to work at massive scale on a billboard and tiny scale on a mobile app icon. It needs to look as good in 20 years as it does today. We test every element across applications to ensure it maintains impact and legibility.

The deliverables go beyond a logo file. We create comprehensive visual systems including color palettes, typography hierarchies, iconography styles, illustration approaches, and photography direction. You'll receive every file format you need, optimized for both digital and print applications.

The result is a visual identity that doesn't just represent your brand it elevates it. An identity that builds recognition, creates consistency, and gives your team confidence that everything bearing your name looks unmistakably yours.

Why work with espress labs

  • Award-winning design team - Our work has been recognized by Adweek, AdAge, and leading design publications
  • Strategic foundation first - Every visual decision is rooted in brand strategy, not trends or personal preference
  • Comprehensive systems thinking - We design complete visual systems, not just standalone logos
  • Built for scale - Our identities work across every application from day one, saving costly redesigns later
  • Proven across industries - From tech startups to established institutions, we've created identities that stand the test of time
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What we deliver

Logo Design & Variations

Primary logo, secondary marks, stacked versions, horizontal versions, icon-only marks, and monochrome variations. Every version optimized for specific use cases and applications.

Color System

Strategic color palette including primary brand colors, secondary colors, accent colors, and extended palette. Includes RGB, CMYK, Pantone, and Hex values with usage guidelines for each.

Typography System

Curated typeface selections for headlines, body copy, and UI elements. Includes type hierarchy, sizing scales, spacing guidelines, and licensing for all selected fonts.

Visual Elements & Patterns

Brand-specific graphic elements, patterns, textures, and visual motifs that extend your identity beyond the logo. Creates visual consistency across all brand touchpoints.

Photography & Illustration Direction

Clear guidelines for photography style, image treatment, filters, and illustration approach. Ensures all visual content feels cohesive and on-brand.

Complete File Package

Logo files in all formats (AI, EPS, SVG, PNG, JPG) optimized for print, web, and mobile. Includes multiple color versions, size variations, and clear naming conventions.

How much does visual identity design cost?

Visual identity projects typically range from $12,000 to $40,000+ depending on complexity, number of deliverables, and rounds of revision. We provide detailed proposals after understanding your specific needs and timeline.

How long does the visual identity design process take?

Most visual identity projects take 6-10 weeks from kickoff to final delivery. This includes discovery, concept development, revisions, and final file production. Rush timelines are available for urgent rebrand launches.

What's the difference between a logo and a visual identity?

A logo is one element—the symbol or wordmark that represents your brand. A visual identity is the complete system: logo, colors, typography, patterns, imagery style, and all visual elements that make your brand recognizable across touchpoints.

Can you work with our existing logo and just refresh the identity?

Absolutely! Many of our projects involve evolution rather than revolution. We can refresh your existing logo and build a modern visual system around it, or recommend updates that strengthen recognition while honoring your heritage.

Do we own all rights to the final designs?

Yes, upon final payment you receive full ownership and commercial usage rights to all final visual identity assets. We provide clear licensing documentation and ensure you have everything needed for complete ownership.

frequently asked questions

Have questions about working with us? We've got answers. Here are the most common questions we hear from new clients about our process, pricing, timelines, and what makes us different.

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