Logo system
Primary, compact and single-color use
Branding & visual identity
Give your business a consistent visual language
A recognisable identity helps people connect your website, presentations and everyday communications to the same business. The work begins with what the organisation needs to communicate and where the identity will be used, then turns those decisions into a practical set of visual assets.
Discuss your projectA shared delivery plan
From a focused brief to an identity people can use
The proposed process connects creative decisions to real applications. The agreement defines whether we create or refine an identity, which languages and assets are included, and how feedback and revisions are managed. Each stage gives the next decision a concrete basis. Naming is a separate scope decision.
We agree the stages, outputs and responsibilities in your project scope. Select a stage to explore the work and decisions.
Lava: delivery workYour team: inputs & approvalsTogether: acceptance & priorities
A worked example · illustrative
Turn a visual direction into a usable identity system.
Illustrative identity structure: the positioning guides the visual choices, and real applications test whether the choices work together.
The shared brief
Audience · positioning · message
Typography
Arabic and English hierarchy and licensing
Color & layout
Palette, contrast, spacing and composition
Applications
Profiles, presentations and agreed templates
One coordinated handover
Agreed master files + exports + usage guide + asset-license record
From scope to operation
The work at each stage
Open each stage to see the work, your role, the deliverables and the check before moving forward. Feedback can return a decision to an earlier stage.
Agree the identity brief
Define what the business needs to communicate and where the identity will appear.
What Lava does
Review audiences, existing assets, practical uses and the elements worth retaining; clarify the problem behind the request.
Your team provides or approves
Provide approved names and wording, current source files, relevant references and one consolidated decision-making route.
Stage outputs
- Creative brief and intended applications
- Requirements and retained-element decisions
Ready to move forward when…
The brief distinguishes business objectives, practical constraints and personal preferences.
Review loop Revisit the brief when stakeholders disagree about the audience or the purpose of the change.
Explore and choose a direction
Compare visual approaches against the brief and intended uses.
What Lava does
Prepare the agreed concept work and explain the choices behind typography, colour and visual character.
Your team provides or approves
Review the directions against the brief and provide coordinated reasons for the preferred approach.
Stage outputs
- Presented visual directions
- Selected direction and review record
Ready to move forward when…
A direction is approved with specific reasons and clear requirements for development.
Review loop Return to the brief if no direction can satisfy an unresolved requirement.
Develop the identity system
Refine the selected direction into consistent elements and usable variations.
What Lava does
Develop agreed logo variations, typography and colour choices, checking Arabic and English relationships where included.
Your team provides or approves
Confirm wording, naming and priority uses; approve refinements through the agreed review process.
Stage outputs
- Refined identity elements
- Typography, colour and variation decisions
Ready to move forward when…
The elements work together and the team can explain which variation belongs in each use.
Review loop Revisit the direction when a required language or application exposes a fundamental conflict.
Build the agreed applications
Show how the identity works in the materials your team actually needs.
What Lava does
Prepare selected templates or assets, such as business cards and social formats, using realistic content.
Your team provides or approves
Supply final contact details and application requirements, and review work in the intended editing tools.
Stage outputs
- Agreed application files
- Examples of consistent everyday use
Ready to move forward when…
The applications accommodate the approved content and can be used in their intended format.
Review loop Return to the identity system when a recurring application needs an unsupported variation.
Check usability and file requirements
Review the identity at practical sizes and in relevant contexts.
What Lava does
Check legibility, backgrounds, mixed-direction text and agreed export formats; record applicable font and image licences.
Your team provides or approves
Approve final wording and applications, confirm supplied-asset rights and arrange any separate trademark or printing review.
Stage outputs
- Final review and corrections record
- File, format and licence checklist
Ready to move forward when…
Agreed checks pass and remaining external checks have a named owner.
Review loop Return to development or application work when a check reveals an unsuitable treatment.
Hand over the usable system
Organise the approved files and explain how to apply them consistently.
What Lava does
Deliver agreed editable sources, ready-to-use exports and guidance on variations, colours, fonts and application examples.
Your team provides or approves
Confirm receipt and access, nominate a brand owner and test a representative update where templates are included.
Stage outputs
- Organised identity and application package
- Usage guide and ownership record
Ready to move forward when…
The nominated owner can locate the right files and distinguish editable assets from final exports.
Review loop Revisit packaging or guidance when the team cannot complete an agreed everyday use.
Build an identity that works beyond the logo
A new business may need a starting identity. An established team may need to refine an existing mark, resolve inconsistent materials or bring its Arabic and English presentation together. The brief should identify what must be retained, what is no longer working and which applications matter most.
A useful identity can be applied by the people producing the company’s materials. That means considering legibility, document layouts, digital formats and everyday constraints alongside the visual concept. A striking presentation of a logo is only one part of judging whether the system will work in practice.
What the identity scope can include
The proposal identifies the assets, applications and review rounds included. The work can cover:
- A focused creative brief describing the audience, intended character, practical uses and requirements for existing brand elements.
- Logo creation or refinement, with agreed variations for different backgrounds, sizes and placements.
- A brand board or usage guide covering colours, typography, spacing and examples of consistent application.
- Selected business card, social media or presentation assets, prepared for the formats and editing tools agreed in the scope.
- An organised handover of approved files, with guidance on their use and a record of relevant font and image licences.
Make the identity useful in its real settings
| Choice | What to consider |
|---|---|
| Refresh or redesign | Recognisable elements may be worth retaining. Decide whether the problem is the identity itself or inconsistent application. |
| English and Arabic typography | Choose compatible fonts with the required character coverage, readable sizing and appropriate licences. Check real words and mixed-direction layouts. |
| Brand palette and interface colours | A brand colour is not suitable for every text/background combination. Define usable pairings for everyday documents and digital interfaces. |
Review applications, then hand over the system
Your team provides the business name and approved wording, existing source files where available, intended uses and references that explain your preferences. A named decision maker should gather feedback into a clear response. If several stakeholders are involved, agree how conflicting requests will be resolved before design reviews begin.
Review the shortlisted direction on realistic applications, including a small screen, a simple document and a one-colour treatment where relevant. For bilingual materials, check Arabic shaping, alignment and the balance between scripts. Final handover should distinguish editable source files from ready-to-use exports and identify who controls the licences. Registration, trademark clearance, printing and ongoing content production are separate matters to define if needed.
Questions before starting
Can you improve our existing logo instead of replacing it?
Yes, a refinement can be considered when the current identity still represents the business. The brief should identify the elements to preserve and the practical problems to solve, such as inconsistent files or poor small-size readability.
Will the identity include Arabic and English?
Both languages can be included in the agreed brief. That requires decisions about naming, approved wording, font licensing and how the scripts appear together across the selected applications.
Which files and templates will we receive?
The proposal should list the exact deliverables and editable formats. A logo package, a brand guide and social templates are different items; confirm the versions, tools and usage rights your team needs before production.
Handover & ongoing care
After handover: extend with intention
New applications and ongoing production need an agreed scope. Keeping an owner for the identity helps later materials remain consistent without assuming every future format was included in the original project.
- Maintain one approved asset library and record meaningful changes.
- Check new language, print and digital uses against the guide and relevant licences.
Sources & further reading
A useful next step
Bring one real workflow.
A sample document, the systems you use and the decision you need to make are enough to start a focused conversation.
Talk to Lava ↗