A brand that turns out identical everywhere

Proportions chosen by instinct only work on the day it ships

Proportions chosen by taste break the moment you enlarge the logo or a printer takes it over. I build the logo on a calculation model. Every point and every line weight is fixed and repeatable as a result.

A logo that is not calculated lasts a few years and then needs repair. That repair usually coincides with a growth step, exactly the moment the brand needs to hold up. You then pay again, and more, for a problem that building it right once would have prevented.

Five weeks, two phases

This project fixes the brand, the colour and the usage rules. Typography, imagery and layout come with Identity System.

You choose the direction, I build it out

Every phase is ready on your own page at vanrink.com/client/[your company]. In week two, two construction directions sit side by side there, in week four three colour systems, with my recommendation for each choice. You approve a phase before I start the next.

What you have when it's done

• The logo in every variant: horizontal, stacked and as a standalone mark, plus the black-and-white and inverse version.
• Every file format for print and screen: SVG, EPS, PDF, PNG.
• The construction drawing with the measurements and proportions the logo is built on.
• The colour values in HEX, RGB, CMYK and Pantone, plus as a machine-readable file that any web developer imports directly.
• Favicon and app icon, tested at the smallest scale.
• The usage rules: minimum size, clear space, what is and is not allowed.
• Everything inside The Blueprint on your own address, plus as a download in your ownership.

The printer needs one link and nothing else

The project delivers its own secure online environment at blueprint.yourcompany.com. The construction drawing, the colour codes and the usage rules live there together. Anyone who has to apply the logo opens that page and knows enough. Without design knowledge and without me involved.

The demo is the Blueprint of a Brand Authority project and shows layers this project does not include. The link opens at the logo section: the variants, the construction, the colour and the usage rules.

After delivery, you choose

You receive full ownership of the system and manage it yourselves. Anyone who wants it safeguarded keeps the environment active and me connected. I check new expressions against the system and correct where they deviate. For Brand Foundation that starts with Foundation Guardianship, € 225 per month excl. VAT.

You can always grow into more

Brand Foundation is fully included in Identity System and Brand Authority. Anyone who scales up during the project pays no surcharge. Anyone who expands after completion pays the price difference plus a fixed coordination surcharge of € 1,000.

The next time you stand next to a bigger competitor

By then the brand should already have won the conversation. The self-test shows in 90 seconds where the brand breaks first.