A logo determines how the brand looks. A system determines how it works
Without a system, consistency depends on people. With a system, it is fixed, across every channel and for everyone who applies the brand. Logo Fundament is fully included.
€ 8,500 excl. VAT · 9 weeks
23 questions. 7 minutes. Personal report within 48 hours
A logo is enough for as long as the company stays small
The moment you grow, that changes. More channels, more team members, more external parties applying the brand. Each of them makes their own decisions the moment the rules are not fixed.
Exactly when the brand needs to hold up hardest, it falls apart fastest. A system keeps the brand standing while the organisation around it grows. That is the difference between a brand that scales along and a brand that needs repair at every growth step.
Five components, one calculation model
The five components are not separate from each other. All five come from the same calculation.
The logo is calculated, not drawn
The logo is built to fixed measurements: the golden ratio and root-2. Every printer and every supplier therefore produces exactly the same result, at any scale.
Typography follows a fixed scale
Text sizes run through one fixed scale factor. Every heading, subheading and line has a fixed size. No separate choices per expression.
Grid and layout are fixed
A 12-column grid on an 8-point base determines every layout. Structure instead of instinct.
Colour is locked down exactly
The colours are fixed in HEX, RGB, CMYK and Pantone. The same colour on screen, in print and on the building facade.
Imagery is fixed too
The rules for photography and composition also apply to expressions that do not exist yet.
Nine weeks, three phases
Brand architecture
Week 01 to 04
I build the logo and the colour system on a mathematical foundation, fully documented and transferable. For the logo I present two directions, for the colour three. You validate which direction fits the commercial goals.
Visual system
Week 05 to 08
Typography, imagery, grid and usage rules become fixed as rules anyone can follow. I check every component against the foundation from the first phase. You validate the system as a whole before delivery starts.
Delivery
Week 09
The final handover of The Blueprint at your own address: blueprint.yourcompany.nl. All source files, the SVG masters and the guidelines come together there, usable by anyone without design knowledge.
A new supplier gets a link, not an explanation
The project delivers its own secure online environment at blueprint.yourcompany.nl. The strategic foundation and the brand guidelines live there together. A printer, a web builder or a new team member can apply the brand correctly, without design knowledge and without me involved.
After delivery, you choose
You receive full ownership of the system and manage it yourselves. Anyone who wants the system safeguarded keeps the environment active and me connected. I check new expressions against the system and correct where they deviate. No briefing, no onboarding period, no agency that has to get to know the brand again. For Identity System that starts with Identity Guardianship, from € 445 per month.
View GuardianshipYou can always grow into more
Identity System is fully included in 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 Brand Audit shows in 7 minutes where the brand is leaking. Within 48 hours the report is ready.
23 questions. 7 minutes. Personal report within 48 hours