Visual identity design — design studio in Zagreb
Visual identity design at Zale Design Studio covers the logo, a brand guidelines book, business card, letterhead and email signature: the foundation a company needs to look consistent everywhere.
What visual identity design includes
A visual identity is a system: the logo, colours, typography and the rules for applying them. The logo is the starting point, and the brand guidelines book makes sure your printer, web developer and marketing team use the same mark, the same colours and the same typefaces.
The basic visual identity package includes:
- logo design (three initial concepts and two rounds of revisions),
- a brand guidelines book with rules for the logo, colours and typography,
- business card and letterhead design,
- an email signature.
The identity can be extended to envelopes, a company stamp, ads, catalogues, vehicle and shop-window graphics, office interiors or promotional merchandise. We agree these items separately and price them according to what you need.
Who needs a visual identity
New companies that want to look established from day one, companies that have outgrown their old look, and institutions and projects that need consistent public communication. If you already have a logo you are happy with, we can build the identity around it without designing a new mark.
Visual identity examples
For the Croatian Agency for Medicinal Products and Medical Devices (HALMED) we created the visual identity of IncreaseNET, an initiative under the EU4Health programme. For the Croatian Economic Association we designed a new logo and brand guidelines book. For LING – Legal Engineering and for Avyonx, a drone company specialising in autonomous wind-farm inspection, we created a visual identity with a brand guidelines book. For Gospodarski list we created the visual identity of its sub-brand Kolači.
How a visual identity is created
We start with a conversation about your business, audience and competitors, and how you want people to see you. We then develop the logo and, once it is chosen, build the colours, typography and applications on it. Finally, we collect all the rules in a brand guidelines book you can hand to any supplier. Why that matters is explained in Why every company needs a book of graphic standards.
We cover prices and how to compare quotes in How much does a visual identity cost?, and what an identity is made of in Visual identity: definition, elements and tips.
See our work in the logos and identities category.
Our process
Discovery
We discuss your business, audience, competitors and the impression you want to make, then send a quote listing every item.
Logo
We design three initial logo concepts and refine the chosen one over two rounds of revisions.
System and applications
We build the colour palette and typography on the logo and design the business card, letterhead and email signature.
Brand guidelines
We collect all the rules in a brand guidelines book and hand it over with print-ready files.
Selected work
Logo →
Halmed :: Visual identity of the IncreaseNET project
2024A network that grows
Avyonx :: Visual identity with a book of standards
Logo, Print
Frequently asked questions about visual identity
How long does a visual identity take?
We usually send the first logo concepts within about five working days of the quote being accepted. The overall timeline depends on the number of items and how quickly your feedback arrives; we confirm the exact deadline for the whole package in the quote.
What is a brand guidelines book?
It is a manual with the rules for using the logo, colours, typography and other identity elements. You pass it to your printer, web developer or agency so everyone applies your brand the same way.
I already have a logo. Can I order just the rest of the identity?
Yes. If you are happy with your current logo, we build the identity around it without designing a new mark. We then price the project according to the items you need.
What else can be added to a visual identity?
For example, envelopes, a company stamp, ad templates, catalogues, roll-up banners, vehicle and shop-window graphics, and promotional items such as T-shirts. Each item is listed separately in the quote.
Who have you designed visual identities for?
Among others, HALMED's IncreaseNET project, the Croatian Economic Association, LING – Legal Engineering, Avyonx and Kolači, a sub-brand of Gospodarski list.
Is printing included?
No. We design and prepare print-ready files for the business cards, letterhead and other applications; printing is arranged separately. We're happy to recommend a printer.