--- title: "Brand Identity Design, Kitchener-Waterloo | UXPro" description: "Logo, type, colour and a usage guide that survives the real world: signage, invoices, a van door, a storefront window and a website." type: service serviceType: "Brand identity and visual identity design" reviewed: 2026-10-17 canonical: https://uxpro.ca/services/branding publisher: "UXPro Design Studio" license: "Quote freely with a link to the canonical URL." --- # Branding and identity Reviewed 17 October 2026. Canonical page: https://uxpro.ca/services/branding We design a brand identity that works everywhere it appears: a mark with its lockups, two typefaces, a colour set that passes contrast, the file set, and a short guide. **From $3,500 CAD, plus HST.** Quoted after a 30-minute call for work outside a package ## At a glance - **Who it is for:** Small businesses, practices and startups whose mark has to work on a screen, in print and on a sign, including teams refreshing a mark people already recognise. - **What you get:** A mark and lockups, type with licences in your name, colour with contrast recorded, the files and a ten-page guide. - **Timeline:** Agreed in the written quote ## Identities, and what each had to survive. A paid identity re-drawn at the client's request, and an identity concept from the studio. More marks are in the brand archive. - **Latitude, an anonymised budget-travel brand** (Client work, anonymised, Retail and e-commerce): A compact mark and three colours with stated jobs, drawn for a platform, a car window and the side of a bus. [Case study](https://uxpro.ca/work/latitude) - **Wonderhill daycare** (Concept, Childcare): An identity and landing page for a daycare, built to answer whether there is a spot before anything else. [Case study](https://uxpro.ca/work/wonderhill-daycare) - **The brand archive** (Studio archive ยท design work, no results claimed): Marks, palettes and the applications they were tested on, one paragraph each, with no results claimed. [Open the archive](https://uxpro.ca/work/brand-archive) Every project is labelled before you see it: client, client work anonymised, studio concept or practice. ## What leaves with you. A logo is the smallest part. You need a mark that reads at twenty pixels and on a van door, two typefaces, a colour set that passes contrast, and a short guide so the next person does not undo it. 1. The mark, and its lockups: Primary, stacked and icon-only, drawn on a grid, tested at 20 pixels and at sign size. 2. Type, with licences you own: Two faces, a display and a working one, and the licence in your name rather than ours. 3. Colour with contrast recorded: Every pairing checked against WCAG 2.2 AA, with the ratios written into the guide. 4. Files for the real world: SVG, PDF, PNG and favicon, in colour, one-colour and reversed, ready for a printer or a sign shop. 5. A usage guide people read: Ten pages: clear space, minimum sizes, what not to do, and the type and colour values. 6. Social and print set-up: Profile images, covers, a letterhead, an invoice header and a business card, laid out. You probably need this if: - Your logo disappears at favicon size. Too much detail, or type set too fine to survive a 16 pixel square. - Three people have three different versions of it. No master files and no guide, so everybody redraws it slightly. - Your colours fail contrast on your own website. It looked right in the logo, and now the buttons cannot be read. ## From your constraints to the guide. Your constraints shape the mark more than taste does, so they come first. 1. **Hear the constraints.** *Before the quote.* Who you serve, where the brand has to live (a van, a window, an invoice, a website) and whether the name is settled. You receive: A written scope and one fixed quote. 2. **See two or three directions.** *First.* Each shown where the brand will actually appear, not on a grey card. You choose one. You review: Two or three directions, in context. 3. **Refine and test.** *Then.* The chosen mark is drawn on a grid and tested at 20 pixels, reversed, one-colour and at sign size. Type and colour are set, with every contrast ratio recorded. You approve: The final mark, type and colour. 4. **Take the files.** *At handover.* SVG, PDF, PNG and favicon in every version, a ten-page guide, and the type licences in your name. You keep: The file set, the guide and the licences. ## One number for the identity. Two packages with published prices, each agreed in writing before any work starts. Identity covers the mark, the lockups, type, colour, the guide and the file set. Bundled with a website build it costs less than buying the two separately, because the design work overlaps. ### Identity **$3,500 CAD per project, plus HST.** Small businesses, practices and startups that need a mark that works on a screen, in print and on a sign. Included: - Two or three directions shown in context, then one refined - A mark with its lockups, tested small, reversed and in one colour - Two typefaces, with licences in your name - A colour set with every contrast ratio recorded - The file set (SVG, PDF, PNG, favicon) and a short guide Not included: - Naming - A trademark search - Printing and sign fabrication Timeline: Agreed in the written quote ### Identity with collateral **$6,500 CAD per project, plus HST.** Businesses that need the brand on everything at once: cards, stationery, social, signage. Included: - Everything in Identity - The everyday applications agreed in the quote, such as business cards, letterhead, email signature and social templates - Production-ready artwork for a sign, a vehicle or packaging where you need it - A longer guide that covers the applications Not included: - Naming - A trademark search - Printing and sign fabrication Timeline: Agreed in the written quote | Fact | Value | |---|---| | Deliverables | Mark, lockups, type, colour, guide, files | | Timeline | Agreed in the written quote | | Directions shown | 2 to 3, then one refined | | Revision rounds | Agreed in the written quote | | File formats | SVG, PDF, PNG, favicon | | Type licences | Bought in your name | | Price | Identity, $3,500 CAD per project, plus HST; Identity with collateral, $6,500 CAD per project, plus HST | | Not included | Printing, signage and photography | | What moves the quote | How many lockups and applications you need. Whether the name and positioning are settled, or still moving. Signage, vehicle wraps or packaging, which need production-ready artwork. Whether type has to be licensed, and for how many users. | | Quoted separately, or not ours | Printing, sign fabrication and vehicle wrapping. Photography and illustration commissions. Trademark searches and registration, which is a lawyer's job. Naming, unless we agree it as a separate piece of work. | | Terms | Canadian dollars, plus HST. One project, one fixed quote, agreed before any work starts. | ## Where we are not the right fit - You need naming, a trademark search, printing or sign fabrication. Those are separate pieces of work or a lawyer's job. - You want twenty logo options to choose from. We show two or three, in context, then refine one. ## What owners ask before a rebrand. ### Do I own the logo and the files? Yes, on final payment, including the working files and the full file set. Typeface licences are bought in your name, so they stay with you too. We ask only to show the work in our portfolio, and we will leave it out if you would rather we did not. ### How many logo options do I see? Two or three directions, each shown where the brand actually lives rather than on a grey card. You pick one, then we refine it through the rounds the quote names. Showing twenty options is how a project gets decided by committee. ### Can you refresh what we have instead of starting over? Often, yes, and it is usually the better call when the mark is recognised. We redraw it on a grid, fix what breaks at small sizes, sort the colour and type, and write the guide. Keeping the recognition you have already built is worth more than novelty. ### What should we have decided before a brand project? Tell us whether the name and positioning are settled, and where the identity has to appear: screen, print, a storefront, a vehicle or packaging. If the name is still changing, we scope that separately; the identity quote covers the mark, lockups, type, colour, guide and agreed file set. ### Do you print signs or install vehicle graphics? No. We can include production-ready artwork for agreed signage or vehicle applications in the quote, but fabrication and installation are outside the identity project. Printing and sign work are listed separately so you can take the files to your supplier. ### How much does a brand identity cost? Identity: $3,500 CAD per project, plus HST. Identity with collateral: $6,500 CAD per project, plus HST. Identity covers the mark, lockups, type, colour, guide and file set; Identity with collateral adds the everyday applications. Anything beyond those is quoted in writing before work starts. What moves it: how many applications you need, whether the name is settled, and whether signage or packaging needs production artwork. Bundled with a website build it costs less than buying the two separately. ### How long does a brand identity take? Agreed in the written quote. The pace is set by how settled the name and positioning are, and by how quickly decisions come back on the two or three directions. Revision rounds: agreed in the written quote. ### Do we need to meet in person? No. We work on calls and shared boards, and we show every direction where the brand will actually live. In-person sessions are possible in Kitchener, Waterloo, Cambridge and Guelph. ## Guides - [How to Choose a UX Design Agency: 6 Questions to Ask](https://uxpro.ca/blog/how-to-choose-a-ux-design-agency) - [How Much Does a UX Agency Cost in Canada?](https://uxpro.ca/blog/ux-agency-cost-canada) ## Related services - [Website design and build](https://uxpro.ca/services/website-design-build) - [Pitch deck design](https://uxpro.ca/services/pitch-deck-design) --- Read the illustrated page: [Branding and identity](https://uxpro.ca/services/branding)