A logo without a positioning strategy justifies neither your prices nor your difference — it is decoration. Without documented guidelines, every supplier interprets your brand differently and the inconsistency compounds.
Logo work starts with positioning and competitive analysis before two or three creative directions. Each mark ships with variants, favicon, spacing rules and prohibited uses.
Typography, HEX/RGB colour, iconography and application examples — business card, presentation, website, social. Tone of voice is included: register, and the words to use or avoid.
Logo, palette, typography and layout unified across every touchpoint. For a rebrand we audit what exists and plan the transition across site, print, social and presentations.
Brand identity in Fez: craftsmanship without folklore
The identity challenge in Fez is particular. The craftsmanship is real and old, but its visual translation tends to fall into two extremes: a folkloric treatment that devalues the product, or a sanitised modernisation that erases what distinguishes it.
We build identities that hold up on a European shelf while remaining legibly Moroccan: contemporary typography, a palette drawn from the material itself, and packaging designed for both shipping and display.
That includes the brand story — workshop, material, lineage — which justifies the price gap against industrial production. For a concept-store buyer in Paris or Amsterdam, that documented story is worth as much as the product.
Web and print type pairings, primary and secondary palettes with HEX/RGB values, and accessible contrast ratios.
Week 3
3 Brand guidelines
A 30 to 50 page document: tone of voice, application examples (business card, presentation, website, social) and an icon or pattern library where relevant.
Week 4
4 Launch kit
Canva or Figma templates, assets exported for web, and a handover session with your team.
FAQ
Frequently asked questions about visual identity and branding in Fez
Logo work sits inside a minimum identity package — mark, palette, typography and short guidelines — starting at 18,000 MAD. A logo with no visual system around it is a false economy, and we advise against it.
Brand guidelines document the visual rules — logo, colour, type, applications. A brand book adds positioning, tone of voice, personas and the brand promise. Our standard deliverable covers both, so the brand is actually usable.
We present two or three distinct creative directions after a research phase. Each is shown in real use — website, business card, social — rather than as a mark floating on white.
We advise against a standalone logo. Our minimum package covers mark, palette, typography and short guidelines — the threshold at which a brand is actually usable.
A minimum identity package — mark, palette, typography and short guidelines — takes four to six weeks. Full guidelines with a brand book and launch kit take eight to twelve, depending on the applications required across print, social and web.
