Ask ten different studios what's in a brand identity package and you'll get ten different answers. Some will hand you a logo and a PDF. Others will give you a complete visual system you can actually use. Here's what a complete package should include, and how to tell the difference.

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The minimum: a logo system

Every brand identity starts with a logo system. This means more than one file. A complete logo system includes:

• Primary logo: the full version used on packaging, website headers, and formal applications
• Secondary lockup: a horizontal or stacked variation for contexts where the primary doesn't fit
• Sub-mark or icon: a simplified version for small formats, favicons, and social avatars
• Usage rules: where each version applies and what to avoid

If a proposal only mentions "a logo," ask exactly how many files and formats you're getting. A single logo file is not a logo system.

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Color and typography

A brand's color palette is more than picking your favorite shades. A properly built palette includes primary and secondary colors, exact codes across formats (HEX for digital, RGB for screen, CMYK for print, Pantone for manufacturing), and guidance on proportions and combinations.

Typography covers typeface selection for headings, body text, and accents, as well as hierarchy rules for how these work together on screen and in print. Without this, every designer or content creator who touches your brand will make different choices.

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Visual language and art direction

This is the piece most studios skip, and it's the one that matters most for beauty brands.

Visual language defines how your brand looks in practice: the photography style, the way products are styled and lit, the use of texture and pattern, the mood and atmosphere of your content. Art direction guidelines tell your photographers, content creators, and social team what to shoot, how to shoot it, and what to avoid.

Without this, even a beautiful logo will look inconsistent across your channels within weeks of launch.

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Brand guidelines

Brand guidelines are the document that ties everything together. A good set covers logo usage rules, color and typography specifications, visual language, tone of voice basics, and examples of correct and incorrect application.

The goal isn't a 200-page rulebook nobody reads. It's a clear and usable reference for anyone who works on your brand, whether that's a freelance photographer, a packaging supplier, or your social media manager.

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Social starter kit

A social starter kit gives you templated assets ready to post: story templates, post formats, cover images, and highlight icons, already built in your brand's visual language. This is the bridge between having a brand and actually being able to use it from day one.

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What Owlsome Studio includes

Our Brand + Launch Engine covers the full stack: logo system, color palette, typography, visual language and art direction, brand guidelines, social starter kit, and 50+ launch-ready visuals. We also include a trained AI visual system so you can generate on-brand content independently after the project ends.

Starting from €7,500. Timeline: 6 weeks.

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Get in touch to talk through your project, or find out more about how we work.