Logo system
Primary logo, secondary lock-ups, the mark alone, horizontal and stacked versions and clear-space rules, in every colour variant and file format.
Brand Identity
One look across every place your business shows up
A logo is a signature. An identity is the whole handwriting: colours, type, photography, layout, tone and the rules that hold them together. We design identity systems that make a one-person business look established and a growing one look consistent.
Logo systemColour & typeImageryStationeryStyle guide
Logo + systemvariants, palette, type, imagery, voice
Templatesfor the documents and posts you use most
Guidelinesa practical guide with examples
Flatproject price, agreed up front
The short version01
Consistency is what makes a brand feel trustworthy.
Customers rarely remember a single ad or post. They remember the accumulated impression of everything they have seen from you: the sign, the website, the invoice, the uniform, the Instagram grid. When those pieces look like they came from five different companies, trust leaks. When they look like one, every piece reinforces the others.
A brand identity project builds that system deliberately. We define the logo and its variants, a colour palette with roles for each colour, a typography hierarchy for headlines and body copy, an imagery and illustration style, and the layout principles that tie print and digital together. Then we document it in a guide your team, your printer and your next designer can follow.
aStash designs, builds and markets, so the identity is created by people who will also apply it to your website, social content and print. That is why our identities survive contact with the real world.
Fullidentity: logo, palette, type, imagery, illustration, voice
The system
Rules that let anyone apply your brand correctly
Most businesses have a logo and a vague memory of a colour. The moment a new employee makes a flyer or a printer picks a blue, the brand drifts. An identity system removes the guesswork: which colour goes where, which typeface carries a headline, how photos are cropped, what the voice sounds like.
We design the system around the places your business actually shows up. A contractor gets vehicle, uniform and estimate templates. A boutique gets packaging, tags and an Instagram grid. A law firm gets stationery, signage and a document system.
- Colour with rolesprimary, secondary, accent and neutral, each with a job
- Type hierarchyheadline, body and interface faces with sizes and spacing
- Photography rulesstyle, crop and treatment so every image feels like yours
The Identity System
What a complete identity includes
Six parts, each documented in the style guide with files to match.
Colour palette
Primary, secondary and neutral colours with hex, RGB, CMYK and Pantone values, plus rules for which colours carry which jobs: backgrounds, accents, calls to action.
Typography
Headline and body typefaces, a size and weight scale, and web-safe fallbacks, licensed correctly for print and web.
Imagery and illustration style
Photography direction (lighting, crops, subjects), icon style and any illustration or pattern system, with examples and sourcing guidance.
Stationery and templates
Business cards, letterhead, email signature, invoice template, presentation template and social media templates designed in the system.
Brand style guide
A PDF and web page documenting all of the above with do-and-don’t examples, so the identity stays consistent as the business grows.
How We Work
Six principles behind every identity we design
These are the checks each concept has to pass before you see it.
Grounded in research
Competitor audit, customer interviews where possible, and a positioning statement so the identity expresses a real difference, not a style preference.
Built for the people who use it
Your staff, your printer and your web developer all need to apply the identity. Templates and rules are written for them, not for designers.
Works small and fast
Every mark is tested at favicon size, in one colour, embroidered and on a phone screen before it is approved.
Flexible, not rigid
A system with secondary colours, lock-ups and patterns gives you room for campaigns and seasons without breaking the brand.
Digital-first files
SVG logos, web colour tokens and font stacks are delivered alongside print files so the website matches the business card exactly.
Ownable
Original marks, licensed typefaces and documented usage so the identity can be trademarked and defended.
Selected work
Projects like yours, done for real clients.
Branding · Packaging · IllustrationSeren CBD ↗A calm, premium brand for a crowded CBD market
Branding · Web Design · EcommerceIsidora Flowers ↗Branding and an online flower shop that sells every day
Branding · Web Design · PackagingLittle BUZZ ↗A small brand with a big, consistent identity
Web Design · WordPress · BrandingPato Quilla ↗Two homepage directions, one launch-ready design
Web Design · Branding · WordPressSage Recycling ↗Clear pricing and drop-off info for a recycling yard
Why aStash
Identity designed by the team that will use it every day
Design, web and marketing under one roof, so the system is built to be applied, not admired.
2017family-owned since
0five-star reviews
Flatproject pricing for every identity
NOCOTop 30 Under 30 honoree
What you receive
A brand guide and a toolkit, not a PDF that sits in a drawer
You receive the brand guidelines plus the working files behind them: logo masters and variants, colour values for print and screen, licensed font files or free equivalents, templates for the documents you use most and a social media kit sized for every platform.
Because aStash also designs websites, writes content and runs social media, the identity is applied by the people who designed it. That is why our identities survive the first real-world test and the hundredth.
01Guidelinesa practical document with examples, not just rules
02Templatesletterhead, proposal, social posts and presentation
03Applied by usthe same team carries it onto web, print and social
2017the year we started designing identities in Fort Collins
In Use
Identities applied across print, packaging and screen
The test of an identity is how it holds up on real objects.
Timeline
An identity project in six weeks
Each stage ends with your approval so nothing is built on a direction you have not seen.
Discovery
Brief workshop, competitor audit, customer and market review, positioning statement and creative brief signed off.
Concepts
Three identity directions, each shown as a logo, palette, type and three applications, with the thinking behind them.
Refinement
Chosen direction developed in full: logo system, palette roles, type scale, imagery direction. Unlimited revisions.
Applications
Business cards, letterhead, email signature, social templates and any priority pieces designed in the system.
Guide and handover
Brand style guide, organized file package and a handover call with your team or printer.
Client reviews
Rated five stars by the businesses we work with.
5.0★★★★★Google Business Profile5.0★★★★★Clutch · 15 verified reviews4×UpCity Excellence Award
★★★★★Verified on Clutch
“Bringing their team's creativity and attention to detail into every challenge, they definitely heard my ideas. The team was very professional and saw eye to eye with our founders.”
Stag Building SolutionsManaging Partner
★★★★★Verified on Clutch
“They brought wonderful designs to the table and were quick to add in or change anything I wanted. I've noticed my online store is getting more orders since the new site was live.”
Burlap & Lace Soap CompanyOwner
★★★★★Verified on Clutch
“Their quick responses and speed to final product. They were always ready to meet or have a phone call to discuss next steps.”
ZF CapitalOperating Partner
Related services
Pairs well with
FAQ
Straight answers before you call.
Anything else? (970) 399-9004 reaches a person in Fort Collins, not a call center.
What is the difference between a logo and a brand identity?
A logo is one mark. A brand identity is the complete visual system around it: colours, typography, imagery, layout rules, stationery and the guide that keeps them consistent. Identity projects include the logo.
I already have a logo. Can you build the identity around it?
Yes. Many identity projects start from an existing mark. We keep what works, fix legibility or file issues, and build the palette, type and templates around it.
What does the brand style guide include?
Logo usage and clear space, colour values and roles, typography scale, imagery direction, stationery and template examples, and a page of things not to do. Delivered as a PDF and, if you want, a private web page.
Do you provide the fonts?
We specify typefaces that are licensed for your use and tell you exactly where to get them. Where possible we choose faces available on Google Fonts so web and print stay free and consistent.
Can the same team build the website in the new identity?
Yes. aStash designs and develops websites, so the identity flows straight into the site without a second agency reinterpreting it.
How is an identity project priced?
Flat project pricing agreed before work starts, scoped to the number of applications you need. No hourly billing.