Brand identity design in Elm Grove and the Milwaukee area
I design logos, brand guidelines and the everyday pieces that carry them. I work with small and midsize businesses, new brands and nonprofits in Elm Grove, around Milwaukee, across Wisconsin and the Midwest. I'm Keegan Gunnlaugsson, and I spent fifteen years as the in-house designer at a print and brand management company, so I build identities that hold up on a business card, a truck, a label and a website alike.
At a glance
- Starts at
- From $3,500 for a logo and short brand guide [suggested, to confirm]
- Typical timeline
- Four to six weeks for a logo and short guide, six to ten for a full identity [to confirm]
- Where
- Elm Grove, Wisconsin. I work with clients around Milwaukee, across the Midwest and remotely.
What's included
Logo design
A primary mark, the versions you'll need for small and large spaces, and files for print and screen.
Brand guidelines
How to use the logo, colors and type, written so your team and your printer can follow it.
Stationery and business cards
Letterhead, cards, email signatures and the templates you use every week.
Working together
How it goes
A logo with a short brand guide usually takes four to six weeks. A full identity, with stationery and a longer guide, takes six to ten. [Timelines to confirm.]
Week one: questions. We talk about who buys from you and where your name shows up most. This is the strategy part of the work, and it’s mostly listening. I write up what I heard on a page or two, so we agree on the brief before I draw anything.
Weeks two and three: directions. I sketch widely, then narrow it down by hand to a few directions. You see each one on the things you’ll actually use, like a business card, a sign or the top of your website, at the size people will see it.
Weeks four to six: one direction, finished. You choose one, and we refine it together. Two rounds of revisions are included [suggested, to confirm]. Then I settle the colors and type, draw the versions you’ll need for small and large spaces, and write the guide.
What I’ll need from you
- An hour or two for the first conversation, with whoever makes the final call.
- Anything you already have, even if you plan to replace it: an old logo, photos, a website, a competitor you think gets it right.
- Feedback within a few days when I send work. Longer gaps push the dates back, and I’ll tell you by how much.
What you get at the end
- Your logo in every version you need: full color, one color, black and reversed, plus a stacked or icon version where it helps.
- Vector files for print (AI, EPS and PDF) and files for screens (SVG and PNG), with the Pantone, CMYK, RGB and hex values written down.
- A brand guide as a PDF, written so your team and your printer can follow it without calling me.
- Print-ready stationery and business card files, when they’re part of the project.
The logo and the files are yours once the project is paid in full. [Confirm ownership terms for your contract.]
Related work
Work like this
Questions
Questions about brand identity
What does a logo or brand identity cost?
A logo with a short brand guide starts at $3,500 [suggested, to confirm]. A full identity, with a logo system, guidelines and stationery, starts at $6,000 [suggested, to confirm]. I quote a fixed price in writing before any work starts, so the number doesn't move unless the scope does.
How long does a brand identity take?
Four to six weeks for a logo and short guide, and six to ten weeks for a full identity [to confirm]. The schedule depends most on how quickly feedback comes back, so I'll give you a date for each review at the start.
Can you update my existing logo instead of starting over?
Yes, and sometimes that's the better choice. If people already know your logo, I can redraw it cleanly, fix the spacing, settle the colors and make the versions you're missing. After our first conversation, I'll tell you honestly which one I think you need.
What do you need from me to get started?
An hour or two to talk about your business and the people you sell to, and one person who can make the final call. Anything you already have helps too, even if you plan to replace it.
Who owns the logo when we're done?
You do, once the project is paid in full. You get the source files along with everything else, so you never have to come back to me for a file. [Confirm ownership terms for your contract.]
Do you work with businesses outside the Milwaukee area?
Yes. I'm in Elm Grove, Wisconsin, and glad to meet in person around Milwaukee. Most of the work happens over video calls and email, so it goes the same way for clients across the Midwest and the rest of the country.
Design with KG.