Visual identity and logo creation
Branding & identity services
A strong visual identity is what makes people recognise you before they’ve even read your name.
Branding doesn’t start with the logo , it starts with the questions that come before the logo. Who are you? Who are you talking to? How do you want to be perceived? This foundational work must not be overlooked; it’s what distinguishes an identity that lasts from a logo that gets replaced two years later.
PicSel supports businesses and sole traders in the creation or redesign of their complete visual identity, from initial positioning to the final brand guidelines, ready to be applied across all materials.
Who it’s for
New businesses, established brands looking to modernise, or rebranding following a strategic shift.
What it covers
- Primary logotype and variants (horizontal, vertical, monochrome, favicon)
- Defined and documented colour palette
- Primary and secondary typefaces
- Icon or illustration system when relevant
- Complete brand guidelines: the rules for using your identity
- Adaptations for priority materials defined together (business card, letterhead, email signature…)
How does it work?
Process
1
Brief & exploration
Positioning questionnaire, analysis of your competitors and sector, definition of creative directions.
2
Creative directions
Up to three distinct visual directions, presented and explained one at a time.
3
Design
Development of the chosen direction, variations, refinements.
4
Delivery
All relevant files (EPS, SVG, PNG, AVIF, WEBP, PDF, …), brand guidelines in PDF format.
Frequently asked questions
What is the difference between a logo and a complete visual identity?
A logo is a sign (a symbol, a word, a shape). A complete branding system is everything that surrounds it: the official colours, the typefaces, the usage rules, the adaptations across different materials. A logo without brand guidelines, even just basic ones, is a house without foundations. It can exist, but it risks being used inconsistently the moment a third party (printer, developer, collaborator) needs to work with it.
How many creative proposals will I receive?
As a rule, one distinct creative direction is presented at a time in the first phase, and up to three in total. The aim is not to overwhelm the client with options, but still to offer different directions so we can identify together what best matches the brand’s DNA.
Can I keep my current logo and just modernise it?
Yes, this is what’s known as a partial rebrand or brand evolution. Rather than starting from a blank page, we refine, clean up, and adapt to current uses while preserving the recognition you’ve already built. This is often the most appropriate solution for a brand that is already well established.
What files will I receive upon delivery?
All relevant vector files (EPS, SVG), adaptations in formats suited to each use case (PNG, WEBP, PDF, favicon, …), and the brand guidelines in PDF format. You own the exploitation rights to your identity, with no dependency on PicSel for any future use. Source files (AI, PSD, INDD, …) are not included unless agreed in advance. Files with a usage licence, such as typefaces, must be acquired separately by the client if required.
Can PicSel also apply the identity to my website?
Yes, the visual identity is designed from the outset with its digital uses in mind, which avoids the compromises and loss of consistency that arise when the graphic designer and web designer are two different people.
My budget is limited : is a branding project still accessible?
A branding project can take different forms depending on your needs and budget. A simple logotype with a colour palette and a typeface can be sufficient for a sole trader just starting out or a local business. A complete identity with detailed brand guidelines is better suited to a growing business, one that is repositioning, or a retailer looking towards franchising, for example. The best approach is to discuss it directly, a first conversation quickly helps to identify what fits your situation best.
Whether it’s for a logo, a business card, a website, or a bit of everything at once, let’s talk about it. An initial conversation costs nothing and commits you to nothing.
I’m available during office hours, via the contact form, by email or by phone, whichever suits you best.
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