--- title: "Branding" url: "https://wzor.biz/en/services/branding/" description: "Branding designed for the interface - the mark, a colour system with WCAG contrast, typography, a brand book and tokens ready to implement." lang: "en" --- # Branding [Free consultation](https://wzor.biz/en/free-consultation/) [Projects](https://wzor.biz/en/projects/) We design the mark, the visual system and the brand book together with the layer classic identities leave out - tokens, states and colour pairings checked for contrast. You judge the directions in an avatar, in a site header and on a company document, because that is where the mark will actually live. The first rollout we handle ourselves. We have worked with leading companies and startups Challenges ## When a brand needs a new visual system A rebrand is rarely needed because the logo got boring. Here are four situations where it is genuinely justified in business terms. - „Designed for print, used in an app” Colour without sufficient contrast, type that fails at small sizes, a mark unrecognisable in a square avatar. A classic brand book does not answer the questions an interface asks - we extend it with the missing layer. - „The brand describes a previous version of the business” A change of focus, a new segment or a transformed sales model. We know this one first-hand - we made the move from a graphic design studio to a UX agency ourselves, and we know how much of it is communication rather than graphics. - „Four deck templates, three shades of the company colour” Without a system and a set of rules a brand drifts on its own, and every new piece of material needs the decisions made again. The cost is mostly time, and it grows with the number of people publishing anything. - „Several sites, no visible common thread” Subsidiaries, product brands or several sites within one group. What is needed is brand architecture - a decision about what is shared and what is separate - and a system that can carry it. Who it is for ## Who we design brands for - ### Technology companies and SaaS in growth mode The brand was put together in a week when the company was registered, in-house, and it now sits in an investor deck and on a trade-show stand. The product matured faster than the way the company looks. - ### Software houses selling abroad At home the brand reads clearly, because clients know the founders by name. On a shortlist next to a supplier from Berlin or Amsterdam, the same identity steers the conversation towards price rather than competence. - ### Companies with a mark built decades ago The mark is twenty years old, carries real value in its industry, and comes with a set of files nobody can open any more. The job is a modernisation that keeps the recognition built over two decades. - ### Companies competing for people A candidate judges the brand earlier than a client does - in the job ad, on the profile and on the careers page. Those three places usually grew up outside marketing and look like a different company. ![Four printed interface layouts on a desk: a dashboard, a phone screen, a form and a table, with one block circled in marker](https://wzor.biz/_astro/dla-kogo-wydruki-ekranow.GsgQefUA_1bzGfa.webp) Our difference ## Why companies trust us with their brand - ### We start with an audit of what you already have Recognition built over years is an asset rather than a starting point to be wiped. If extending your existing system with a screen layer is enough, we say so plainly and quote the smaller scope. - ### We check trademark availability before showing directions Before you see any concepts we run a preliminary review of the EUIPO and Polish registers and of the marks already in use in your industry. A patent attorney runs the formal search, but a direction that fails at the start fails before it reaches a board presentation. - ### We roll out the first application ourselves The system gets tested on a live site or in the product interface, because we design and build those under one roof. Trouble with scale, contrast and states surfaces in production rather than on a page of the book. - ### The working file is yours from day one Mark variants, colour versions and type trials are visible while the work happens, not at a wrap-up presentation. Comments accumulate along the way, so a revision round closes the subject instead of reopening it. Process ## How we run it 1. Week 1–2 ### Strategy workshop Who you sell to and what, how you differ and how competitors speak. We come out with a brand platform that every later visual decision rests on - including what we deliberately will not do. 2. Week 2–4 ### Mark concepts Several directions shown in real applications rather than on a white board. A mark is judged in an avatar, in a site header and on a document, because that is where it will live. 3. Week 3–6 ### Visual system Colour with contrast checked against WCAG, a type scale, grid, iconography and composition rules. Tested straight away on an interface and on marketing material. 4. Week 5–8 ### Brand book and tokens Usage rules in a form both a designer and a developer work from - the book plus tokens in a format ready to drop into a digital product. 5. Week 7–10 ### Rollout across materials Company materials, presentation templates, social media and the first applications on the site. Support while your team or external suppliers roll it out. Deliverables ## What you get at the end - ### Brand platform Positioning, points of difference and tone - the basis for visual decisions, without which each one is a matter of taste. - ### The mark in a full set of variants Horizontal, vertical, symbol only, monochrome versions and minimum sizes. With rules for use on backgrounds and next to other marks. - ### Colour system with contrast A palette with pairings checked against WCAG, so the brand colour can genuinely be used in an interface rather than only on a cover. - ### Typography and grid Type scale, variants and composition rules - consistent for print and screen, with licensing chosen for the intended uses. - ### Brand book Usage rules with examples of good and bad application. A document for everyone who will make material without your involvement. - ### Tokens for digital rollout Colour, typography and spacing in a format a developer drops into the product. This is the layer classic identities lack, and without it the brand gets rebuilt from scratch in the interface anyway. Toolkit ## What we apply An identity drifts exactly where the numbers stop and the eye takes over. Below are the thresholds, registers and formats we fix in advance, whoever's brand we happen to be designing. ![A workbench from above: two printed interface layouts, a magnifier enlarging one block, a steel ruler and a greyscale step wedge running from white to black, with one line underlined in orange marker](https://wzor.biz/_astro/warsztat-lupa-linijka-skala-szarosci.C5DINzRJ_Z2n7L7C.webp) - WCAG 2.2 AA - 4.5:1 contrast for text, 3:1 for interface elements - W3C design tokens, generated with Style Dictionary - EUIPO, Polish Patent Office and WIPO Global Brand Database registers - Colour specified in HEX, RGB, CMYK and Pantone - Clear space and minimum sizes given as numbers - Mark legibility checked from 16 px and in a square avatar - Type licences chosen for desktop, web and app use - Figma library published in your organisation Next step ## Let us talk about your project Tell us what you have to do. We will come back with scope and a quote. [Free consultation](https://wzor.biz/en/free-consultation/) [Projects](https://wzor.biz/en/projects/) Selected work ## Brands we have designed This is our largest category of work - a selection is below. We show the full branding portfolio, including NDA work, during a consultation. - [ ![Kafezzo - the store home page on a laptop: the "Rzemieślnicza palarnia kawy Roastains" hero and a special offers strip, next to a ceramic mug on a stone counter.](https://wzor.biz/_astro/cover.CCfgxWVu_Z1myuka.webp) Kafezzo - Online store for coffee and tea ](https://wzor.biz/en/projects/kafezzo/) - [ ![Habitalux - the pet-food store home page: a green bar with category icons, a hero photograph of a dog with a ball under the line “Ultra Premium quality pet food”, a “Top foods” listing and a pulled-out product card with a price and an “Add to cart” button.](https://wzor.biz/_astro/cover.DAi0izKn_1lsw6s.webp) Habitalux - Online store and branding for pet food ](https://wzor.biz/en/projects/habitalux/) - [ ![MitoRevita - a branding-and-store flat-lay: a "Health from the ground up" brochure, liposomal-supplement packaging (Genistein, Quercetin, Coenzyme Q10), a phone showing the store and business cards.](https://wzor.biz/_astro/cover.67AuFRuv_APLj3.webp) MitoRevita - Branding & store for liposomal supplements ](https://wzor.biz/en/projects/mitorevita/) - [ ![BioSok - a "BioSok. 100% orange juice, 0.5 L" carton with a geometric citrus pattern, among fresh oranges, on a light background.](https://wzor.biz/_astro/cover.BtwKzSue_ZkVwPx.webp) BioSok - Visual identity for a juice brand ](https://wzor.biz/en/projects/biosok/) - [ ![Bocielo - a mug and the "Brazil" coffee packaging with a cup illustration, and a "Jan Kowalski, Brand Manager" business card, in bottle-green with gold.](https://wzor.biz/_astro/cover.Dew1-Oyz_Z20Ssqi.webp) Bocielo - Visual identity for a coffee roaster ](https://wzor.biz/en/projects/bocielo/) - [ ![Radio Lublin - a ticket to the "Łukasz Jemioła" concert at the Budka Suflera Studio at Radio Lublin, with the target motif, the "70 years" logo and the mascot, on blue.](https://wzor.biz/_astro/cover.Uq_5h1vo_Z2s5pXv.webp) Radio Lublin - Identity for an anniversary campaign ](https://wzor.biz/en/projects/radio-lublin/) - [ ![Econverse - start-up event collateral: the "Bilet do świata start-upów" poster, business cards, a folder and a phone showing the website, in purple and orange.](https://wzor.biz/_astro/cover.DkIrTcFs_1oHyAE.webp) Econverse - Visual identity for a start-up event ](https://wzor.biz/en/projects/econverse/) - [ ![Polilang - the Polilang language centre collateral set: a navy folder with the logo, letterhead, business cards and a phone showing the website design, with the yellow ginkgo mark.](https://wzor.biz/_astro/cover.CTpaaH9c_Z1cLnoO.webp) Polilang - Visual identity for a language school ](https://wzor.biz/en/projects/polilang/) - [ ![MW Ceramic - stationery for the dental ceramics lab: a "Trust our skills" folder, business cards and letterhead with the tooth mark, in a blue gradient.](https://wzor.biz/_astro/cover.CLyVPK8g_Z2psw83.webp) MW Ceramic - Visual identity for a dental ceramics lab ](https://wzor.biz/en/projects/mw-ceramic/) - [ ![Przystanek Masaż - a visual-identity flat-lay: the "Massage price list" flyer, Julia Pogorzelska's business cards, a loyalty card and a gift card on a beige background, in a calm blush and dusty-blue palette.](https://wzor.biz/_astro/cover.CFu32VHm_Z1q7Ik8.webp) Przystanek Masaż - Visual identity for a massage studio ](https://wzor.biz/en/projects/przystanek-masaz/) - [ ![Grzegorz Hawryło - stationery for the rehabilitation practice: a folder, envelope and business cards with the logo (a drop/flame) and a spine motif, the "Recover your health" tagline, on a light background.](https://wzor.biz/_astro/cover.CV5WdJ6J_2q4KS3.webp) Grzegorz Hawryło - Brand for a rehab and massage clinic ](https://wzor.biz/en/projects/hawrylo/) - [ ![LaserQuest - a flat-lay of the laser-cosmetology clinic identity: the Vectus™ laser hair-removal price list, an offer flyer, a black business card and the gold "Q" monogram.](https://wzor.biz/_astro/cover.WeHC5ceN_1JrFTV.webp) LaserQuest - Visual identity for a laser clinic ](https://wzor.biz/en/projects/laserquest/) - [ ![Supersound stationery on a dark table: letterhead with a watermark of the logo, an envelope, an orange and a white business card, next to a gold binder clip and a pen.](https://wzor.biz/_astro/cover.CPZL7q98_hlK0w.webp) Supersound - Brand identity for an audio company ](https://wzor.biz/en/projects/supersound/) - [ ![A white T-shirt on a hanger printed with the "MD" logo - an illustrated portrait of a man in a cap and the letters MD on a red background, against a dark background with neon light tubes.](https://wzor.biz/_astro/cover.CoTdm8UC_Z2qowk5.webp) Marcin Danych - Personal brand logo and "Areny NBA Tour" ](https://wzor.biz/en/projects/areny-nba/) - [ ![Avalon - business cards for the language school with the oval logo, an illustration of a London skyline with clouds and contact details, on a purple background.](https://wzor.biz/_astro/cover.VRL7gp0o_ZtGuAo.webp) Avalon - Visual identity for a language school ](https://wzor.biz/en/projects/avalon/) - [ ![EYEMED - an open brochure on cataract treatment methods with a discount coupon, beside a leaflet promising comfort and confidence through laser vision correction.](https://wzor.biz/_astro/cover.CDQik0Wj_Z10o98j.webp) EYEMED - Advertising materials for an eye clinic ](https://wzor.biz/en/projects/eyemed/) - [ ![Bold - a blog article on a laptop: "The most common mistakes when running Google Ads campaigns" with a custom illustration of a group of figures in a black-red-white style.](https://wzor.biz/_astro/cover.mfBdGyug_2hM8tr.webp) Bold - Editorial illustration system for the Bold brand ](https://wzor.biz/en/projects/bold/) - [ ![Winnica na Górach - a red wine bottle with the "Red Wine Winnica na Górach" label, a line-art vineyard drawing and the 2019 vintage, against a dark background with a gnarled grapevine trunk.](https://wzor.biz/_astro/cover.C7fwRCdO_Z1Ycipf.webp) Winnica na Górach - Visual identity for a vineyard ](https://wzor.biz/en/projects/winnica-na-gorach/) - [ ![Biomed Lublin - the Onko BCG® catalogue held in a hand, next to a stack of folded brochures with the Biomed Lublin logo and an Onko BCG® 100 pack.](https://wzor.biz/_astro/cover.DEUOZwfQ_Z12CxGH.webp) Biomed Lublin - Catalogue for the Onko BCG immunotherapy ](https://wzor.biz/en/projects/biomed-lublin/) - [ ![Kancelaria Sylwia Jezierska - a navy business card with the "SJ" crest logo, "Kancelaria Sylwia Jezierska" and "Legal counsel · Canon-law advocate", against a silhouette of Themis holding the scales.](https://wzor.biz/_astro/cover.DvbTAHGH_2a1Uiv.webp) Kancelaria Sylwia Jezierska - Law firm visual identity ](https://wzor.biz/en/projects/kancelaria-sylwia-jezierska/) - [ ![Wydaj Inaczej - two business cards for the publishing house: a cream one with the blue open-book logo and a navy one with the mark embossed, on a blue background.](https://wzor.biz/_astro/cover.TAqDWiPl_ZRCAkJ.webp) Wydaj Inaczej - Visual identity for a publishing house ](https://wzor.biz/en/projects/wydaj-inaczej/) - [ ![Pasieka Litwin - a close-up of a honey jar with a black label: a gold line-art bee, the "Pasieka Litwin" wordmark and "Miód spadziowy, 220 g" over an embossed honeycomb pattern.](https://wzor.biz/_astro/cover.C_cKir2a_Z2h75iN.webp) Pasieka Litwin - Visual identity for an apiary ](https://wzor.biz/en/projects/pasieka-litwin/) - [ ![A bottle of Cala Blanca red wine standing among twisted grapevine roots against a dark background - with a bull-head logo and a burgundy foil cap.](https://wzor.biz/_astro/cover.CfS0OXNN_ZJIFm1.webp) Cala Blanca - Wine label and brand identity ](https://wzor.biz/en/projects/cala-blanca/) - [ ![Shani Jani - a flat-lay of the Pakistani-Indian restaurant identity: the mandala logo, a menu with dishes (biryani, tandoor, naan), flyers, a loyalty card and business cards on a dark background.](https://wzor.biz/_astro/cover.Uiklw7uu_Z2gvaxz.webp) Shani Jani - Identity for a Pakistani-Indian restaurant ](https://wzor.biz/en/projects/shani-jani/) [Projects](https://wzor.biz/en/projects/) Outcomes ## How you can check us before we talk - 101 published projects in the portfolio - you judge the standard of our work before a contract, not after one - 22 industries present in that portfolio - easy to check whether we have already worked in yours - 3 sub-brands how many Bosfor Group brands we placed under one umbrella, in a system spanning four sites - brand architecture rather than a mark on its own - 4.5:1 the minimum text contrast WCAG requires at level AA - every colour pairing is checked against it before it reaches the book You can count the 101 projects and 22 industries yourself in the public portfolio at /en/projects/. The sub-brand architecture comes from the Bosfor Group case study at /en/case-studies/. The 4.5:1 threshold is the WCAG 2.2 requirement for body text at level AA, not an internal measure of ours. We do not publish the sales effects of a rebrand - we show those by name during a consultation, and some of the work is covered by NDA. Client voices ## What our clients say - > „Working with the Wzór team was a genuinely great experience! They always answered our questions quickly and were flexible about our comments. They have no shortage of creative ideas and are at the same time thoroughly reliable and on time. The end result fully met our expectations; we recommend them to anyone looking for professionals who care.” ![](https://wzor.biz/_astro/opinia.BrbzyDCf_1rSYiY.webp)Maja Wieloch-Silecka Operations Director, Bosfor Group - > „Our clients expect us to act fast and effectively across a very wide scope - from building a brand, through a website with a store, to running an effective sales campaign. Not an easy task, but doable when you have a tight-knit team and partners who take on challenges on the fly. For us, quality, accountability and commitment are key, and working with UX Agency Wzór gives us that 100%.” ![](https://wzor.biz/_astro/piotr-alberski.B09Ae7iY_Z19yEFs.webp)Piotr Alberski Chief Operating Officer, Agencja XO Media - > „Our cooperation with UX Agency Wzór started with our own website. We really liked the way they work, so we decided to subcontract projects for our clients to them on a White Label basis. We loved their workflow, the way they hand projects over to our team, their documentation and their work on the design system. Now we can take on bigger risks.” ![](https://wzor.biz/_astro/mateusz-swol.DkFG1xeC_1fOqLw.webp)Mateusz Swół Chief Operating Officer, Sellace Time and scope ## How long it takes and what shapes the quote 6–10 weeks From the strategy workshop to handover of the book and tokens. Architecture for a group of brands is a separate and longer thread - we quote it once the number of brands and the relationships between them are settled. - A single brand or a group architecture - Range of materials to be designed - Whether naming and trademark protection are in scope - Language versions and markets - Research scope - mark reception testing, competitor analysis - Rollout support and training for your team FAQ ## Questions that come up most often What does a brand identity project cost? We state the entry threshold upfront and quote the final figure only after scoping. The quote depends on the range of materials to be designed, whether we design one brand or a group architecture, the scope of research and whether naming is in scope too. We send a concrete figure within two business days of your enquiry. We only need a new logo. Can we order just the mark? You can, but we say plainly that it rarely solves the problem companies arrive with. A brand drifts because of missing rules rather than because of the mark - and then the new logo is in use in four colour versions within six months. If you still want the mark only, we quote that separately and more cheaply. How does your branding differ from an advertising agency's? In where our scope ends. We run branding as a UX agency, so colour gets checked for contrast in an interface, type at small sizes on screen, and the mark inside a square avatar. We also hand over tokens - the layer a developer drops into the product, which classic brand books do not include. We have a brand book from years back. Does it have to go? Usually not. What is more often missing is the on-screen layer - interactive states, contrast, a type scale, a grid. In that case we extend what you have rather than start over: it is cheaper, and the brand keeps the recognition you spent years building. Are naming and trademark registration in scope? Naming can be, and we settle that upfront, because it is a separate process and a separate quote. We do not handle trademark registration - we are not a patent law firm. We work with attorneys and can recommend someone to run it. How many versions of the mark do you present? Several directions, but always in real applications - in an avatar, in a site header, on a document. A mark judged on a blank board is almost always chosen differently from the same mark judged where it will live. That changes the conversation and usually shortens the number of rounds. What if the board likes none of the directions? We go back to the brand platform, because that is usually where the problem sits - if there is no agreement on how the company differs, every visual proposal gets judged on taste. Revision rounds are in the contract and you know upfront how many there are, so there are no budget surprises. Who owns the rights to the mark? You do. Economic copyright transfers under the contract, along with source files in every production format. We do not use time-limited licences or make ownership conditional on continued work with us. We are doing branding and a website at once. Can they be combined? Yes, and that is the natural order - the visual system first, then the digital product that uses it. We run both stages, so the mark does not have to be translated between two suppliers. If the site is the priority, see [website design](https://wzor.biz/en/services/corporate-website/). Related services ## Related services - [UX Consulting](https://wzor.biz/en/services/konsultacje-ux/) - [Product discovery](https://wzor.biz/en/services/warsztaty-ux/) - [UX Audit](https://wzor.biz/en/services/audyty-ux/) - [UX Research](https://wzor.biz/en/services/badania-uzytkownikow/) - [Product Strategy](https://wzor.biz/en/services/strategia-produktu/) - [Technical Audit](https://wzor.biz/en/services/audyt-techniczny/)