OVERVIEW
[ 01 ] OVERVIEW
A system, not a logo file
A documented identity — mark, colour and type system, and a real guidelines document — that any future designer or print vendor could execute correctly without asking you, or us, first.
from 2.400 EUR excl. 19% VAT
FIT
[ 02 ] FIT
Who this is for
- Businesses past their first scrappy logo, now needing coherence across every surface — packaging, social, print, a second product line.
- Founders approaching a raise, a retail listing, or a rebrand moment where inconsistency has become a liability, not just an aesthetic gripe.
- Anyone who’s been told by a retail buyer or investor that the brand "isn’t there yet."
Not for
- A brand-new company that just needs a first logo and nothing else — Starter still covers you, but if all you want is a mark with no system, this may be more than you need today.
- A full rebrand across multiple markets or sub-brands — see Full Rebrand or /contact/.
- A website build — the identity system doesn’t include the site itself, see Website Design & Development.
OUTCOMES
[ 03 ] OUTCOMES
Outcomes
3 weeks
Time between guidelines delivery and Kiel & Nord’s stalled retail partnership getting confirmed.
0
Follow-up questions two external print vendors have sent back to the studio after working from the guidelines document alone.
1 document
Everything downstream — packaging, social, a second product line — traces back to a single guidelines PDF, not a folder of loose files.
INCLUDED
[ 04 ] INCLUDED
What's included
- Mark design or refinement — from scratch or evolving an existing logo, agreed at brief.
- A documented colour and type system, not a colour swatch and a font name in an email.
- A written guidelines document (PDF): logo usage, clear space, colour values, type pairing, do/don’t examples.
- Application examples relevant to your business (packaging, social templates, or print, scoped at brief).
- Two rounds of revisions on Starter, three on Signature.
- Not included: the website itself, ongoing brand management, or trademark registration — ask about Full Rebrand for a larger identity overhaul.
PROCESS
[ 05 ] PROCESS
How this service runs
- 01
Brand brief
Artifact: a written brief covering audience, competitors, and where the current mark is failing you
We start from where the brand is actually breaking down — a retail buyer’s feedback, an inconsistent product line — not a blank moodboard.
- 02
Concept direction
Artifact: 2–3 distinct mark directions, presented with rationale, not a mood board
Every direction is a real, buildable mark, not a decorative sketch — no generated logos, no template packs.
- 03
Refinement
Artifact: the selected mark, refined to production-ready vector files
One direction is developed to final geometry, spacing and colour, checked at the sizes it will actually be used.
- 04
Guidelines document
Artifact: a documented guidelines PDF, not a logo-file zip
The deliverable a print vendor or future designer actually needs — usage rules, clear space, colour values, type pairing — written down, not implied.
- 05
Handover
Artifact: production-ready files in every format your vendors will ask for
Vector, raster, and colour-mode variants, packaged once, so you never have to ask us for "the logo but as a PNG" again.
FIG. 08 — GUIDELINES DOCUMENT / SPREAD
TIMELINE
[ 06 ] TIMELINE
Timeline
3–6 weeks, brief to handover.
PACKAGES
[ 07 ] PACKAGES
Packages
Starter
2.400,00 €
excl. 19% VAT
Mark refinement, a small colour/type system, a starter guidelines page.
- Logo refinement or a new primary mark
- Core colour palette
- Type pairing
- A one-page guidelines summary
- 2 revision rounds
Turnaround: from 3 weeks
Revisions: 2 rounds
Signature
5.900,00 €
excl. 19% VAT
The Kiel & Nord tier — full mark refinement, a documented system, and a packaging or social application kit.
- Full mark suite (primary, secondary, favicon-ready mark)
- Documented colour/type system
- Full guidelines document (PDF)
- A packaging or social application kit
- 3 revision rounds
Turnaround: from 4 weeks
Revisions: 3 rounds
Full Rebrand
from 12.500,00 €
Quoted after a brief · excl. VAT
A complete rebrand across multiple products, markets, or sub-brands.
- Everything in Signature, scoped up
- Multi-product or multi-market brand architecture
- Stakeholder workshops
- A phased rollout plan
Turnaround: scoped at quote
Revisions: agreed at quote
PROOF
[ 08 ] PROOF
Kiel & Nord
The retail partnership that had stalled on "brand readiness" confirmed within three weeks of delivery. The guidelines document has since been used by two external print vendors with no follow-up questions to dandesigner.
“The guidelines document is the actual deliverable. Our packaging printer implemented it without a single question back to the studio.”
Jonas Kellermann, Co-founder, Kiel & Nord
FAQ
[ 09 ] FAQ
FAQ
No templates, no generators — no direction you receive is pulled from a pack. The guidelines document is the artifact that proves it: a real system, not a file named logo-final-v2.ai.
No. Every mark is drawn and refined by hand, checked at the sizes it will actually be used — favicon, packaging, embroidery, whatever your applications require.
Say so in your brief. Starter and Signature both cover "refine, don’t replace" — you keep the mark and get the colour/type system and guidelines document built around it.
2–3 distinct, buildable directions at concept stage, each with a rationale — not five thumbnails to choose a favourite from.
Signature includes a packaging or social application kit built from the guidelines. If your primary need is print production specs beyond that, mention it in the brief and we’ll scope it in or flag it for a quote.
RELATED
[ 10 ] RELATED
Related services
- Website Design & Development Once the identity system is set, the site is where it gets used first.
- E-Commerce Design If the brand needs to show up on a storefront and product pages next.
CLOSE
[ 11 ] CLOSE
Starter starts at €2,400. Signature — the Kiel & Nord tier — starts at €5,900, and ends with a guidelines document that outlives the logo file.