Branding, built for your website.
Just enough brand to build a site that holds together: who you serve, how you sound, colors that stay readable, two fonts and a logo that works everywhere it goes.
Most businesses don't need an identity agency.
They need a few clear decisions made once, so the website, the truck, the business card and the next flyer all look like the same company. Every decision has to survive being built: a color that fails contrast or a font that slows the page is not an answer.
Positioning
One sentence: who you serve, what they need, and why they pick you, with proof that's true and checkable.
Voice
Three traits, each with how it sounds and how it never sounds, written in your own subject matter.
Color
A primary, an accent and neutrals, every text and background pair checked for contrast so it stays readable.
Type
Two fonts that work together, served fast and free, so the site never pays for them in speed.
Logo
A cleanup of the logo you have, or a clear direction for a new one, with the files a sign shop or printer will ask for.
Brand sheet
One page your next designer, printer or sign shop can work from, and the settings the website is built on.
Calibrated.
Here's our own brand sheet as the example. Every text and background pair the site uses is measured before it ships; 4.5 to 1 is the floor for body text.
- Ink#1D1D1F
- Paper#F1F1F1
- Gold#D2934D
- Gold text#8A5414
- Ink text on paper
- 14.9:1
- Ink on a gold button
- 7.2:1
- Gold text on white
- 6.3:1
- The floor for body text
- 4.5:1
AaOne sans-serif family in several weights, served from the site itself so it never waits on another server.
When the name changes.
Repkon USA became Paligen Technologies, and the new name needed a website to match. Drag the line to compare the two.
How it works.
Real brand material beats invented brand material, so we start with what you already have.
- 1
Gather what exists
Your logo, old materials and current site. Logo colors are your brand even if nobody ever wrote them down.
- 2
A few questions
Only what the material didn't answer: your best customer, why they pick you, and a few looks you like.
- 3
The foundation
Positioning, voice, color, type and logo direction, in that order, because each one constrains the next.
- 4
Build the site on it
The website reads its colors and fonts straight from the brand sheet, so the two never drift apart.
Questions we hear.
Do I need a brand before I get a website?
You need enough of one to build a site that holds together: who you serve, how you sound, a few colors and two fonts. If you don't have that, we put it together as the first step of the build.
Do you design logos?
We clean up and extend the logo you have, and write a clear direction for a new one. A new logo that has to carry real weight, like a franchise, product packaging or a fleet of signs, goes to a branding partner we work with.
What about naming my business, or a full brand campaign?
That's identity agency work, and we'll introduce you to a partner who does it well. What they produce becomes the foundation your website is built on.
Will the colors work on the website?
Every text and background pair is checked for contrast before it's used, so nothing fails accessibility checks or disappears on a phone in sunlight.
How much does branding cost?
It depends on what you already have. A refresh that keeps your logo is a small part of a website build; starting from nothing is more. We quote it with the site.
Keep reading.
Starting from a logo, or from nothing?
Either is fine. Tell us what you have and we'll show you what the site needs.
