Brand identity design for B2B tech and AI companies
One system, two editions.
A complete visual identity for B2B tech and AI companies - with guidelines written for your team, and a machine edition your AI tools can actually follow.
A brand identity is the complete visual system around the logo: colour, typography, graphic language, imagery, iconography and the rules that hold them together. For B2B tech and AI companies it has to work across product UI, sales decks, social and events - and now inside the AI tools your team uses every day.
Buyers trust companies that look the same on the site, in the deck and in the product. A system of templates and rules lets marketing ship without waiting for a designer, and a machine edition keeps AI-generated copy and images on-brand as your team grows.
01
Consistency builds trust
Buyers trust companies that look the same on the site, in the deck and in the product.
02
Teams scale faster with a system
Templates and rules let marketing ship without waiting for a designer.
03
Machines need rules too
A machine edition of the guidelines keeps AI-generated copy and images on-brand.
For
Who is my brand identity service for?
It is for companies with a logo but no system, teams whose decks, site and product look like different companies, and founders preparing to scale marketing and sales. I work with B2B tech and AI companies directly, from the first call to the final file.
Companies with a logo but no system
Teams whose decks, site and product look like different companies
Founders preparing to scale marketing and sales
Problem
Which identity problems do I fix?
I fix touchpoints that all look different as the team grows, guidelines nobody opens, and AI output that drifts off-brand because nobody briefed the tools. The identity becomes one system with templates, rules and a machine edition that your team and your AI tools can follow.
×
Every touchpoint looks different
Sales decks, social, product and site drift apart as the team grows.
×
Guidelines nobody opens
A 60-page PDF your team and freelancers ignore.
×
AI output drifts off-brand
Your team uses AI daily, and nobody briefed it on your brand.
Scope
What does a brand identity project include?
An identity project includes the logo system and construction, colour, typography and graphic language, imagery and icon direction, key applications such as deck, social, stationery and product, and brand guidelines in two editions: one for your team and one for machines.
Brand Identity starts at $7,245 and includes strategy and positioning, the full visual identity system and full brand guidelines. Brand Foundation, a logo with mini guidelines, starts at $3,675. Prices are fixed, agreed before I start and exclude VAT.
A brand identity project usually takes 7-10 days, depending on scope and feedback rounds. I start with strategy and positioning, build the logo and core system on one idea, apply it to the places you actually use, then write the guidelines in two editions, with templates.
01 / Position
Strategy and positioning as the foundation.
02 / Construct
Logo and core system built on one idea.
03 / Apply
Real applications, tested in the places you actually use.
04 / Codify
Guidelines in two editions, plus templates.
Detail
What is the difference between a logo and a brand identity?
A logo is one mark. A brand identity is the whole system around it: colour, typography, graphic language, imagery, applications and the rules for using them. The logo is what people notice first; the identity keeps every deck, page and product screen looking like one company.
I can work with what you already have. Existing logos, colours, messaging and assets are kept where they still serve the business and refined where they do not. Recruitsome is an example: the logo existed, the system did not. The goal is to fix what needs fixing, not to redesign for its own sake.
Detail
Brand guidelines: PDF or Brand OS?
Every identity project includes brand guidelines, in Croatian knjiga grafičkih standarda: how the logo, colours, typography and graphic language are used. They can be delivered as a PDF, or as a live Brand OS portal on your domain with assets, templates and an AI brand kit. Brand OS is priced separately.
Your brand rules, facts, voice and banned claims, structured so ChatGPT, Claude and other tools produce on-brand work from the first prompt.
02Do we get templates?
Yes. Decks, social templates and documents are part of the system, not an afterthought.
03Can you work with our existing logo?
Yes. Recruitsome is a good example - the logo existed, the system did not.
04What is in a brand identity package?
Logo system, colour, typography, graphic language, imagery direction, key applications and guidelines in two editions.
05How long does a brand identity project take?
Usually 7-10 days, depending on scope and feedback rounds.
06Do you create brand guidelines?
Yes - a team edition people actually use, plus a machine edition for AI tools.
07What is a brand book (knjiga grafičkih standarda)?
A brand book - in Croatian "knjiga grafičkih standarda" - sets out how your logo, colours, typography and graphic language are used. It is part of every brand identity project, and it can live as an interactive Brand OS portal instead of a PDF.
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