Anyone having a website built runs into the same question sooner or later. Does the logo need to exist first, or can it come later? And what about colours and fonts: do you choose them with the web designer, or does that belong to a separate project?
There's no answer that fits everyone. There are, however, two routes that can both work, and a few signals that tell you which route suits you. Choose wrong and you pay twice: a website you have to adapt to a new logo after six months, or a logo that looks great on paper but never quite works on your site.
In this article we put both options side by side. First we look at what a minimal brand identity should contain, then we compare the two routes, and we finish with a decision guide that tells you in a few minutes where you stand.
What a minimal brand identity should contain
A brand identity doesn't have to be a thick book. For most small businesses and freelancers, a compact set of agreements is enough to make your website, quotes, social media and van look like one whole.
The logo in variants
One logo file isn't enough. At the very least you need:
- A main version, horizontal or stacked, depending on your name.
- A compact version or symbol for small spaces, like the icon in the browser tab or your profile picture on social media.
- A version for a dark background and one for a light background.
- A single-colour version, for stamps, embroidery or the fax your client somehow still uses.
And all of that as a vector file (SVG or PDF), not just a JPG. A vector file can be scaled up and down without losing quality.
Colours
A main colour, one or two supporting colours and a neutral tone for text and background. Note the values for screen and for print for each colour. Also check whether your main colour gives enough contrast with white text on top, because on a website that's the difference between a button you see and a button you miss.
Fonts
Two typefaces are usually enough: one for headings and one for body text. Important and often forgotten: are you allowed to use the font on your website? Some fonts are only licensed for print. A font you have to replace online breaks your brand identity exactly where most people see you.
Option A: brand identity first, website after
On this route you work out your brand first. Logo, colours and fonts are fixed before the first sketch of your website is on the table.
What it gives you:
- Peace of mind. You decide on your brand without menus, copy and forms being discussed at the same time.
- A starting point for everything. Your print work, social media and signage can start straight away.
- A web designer who begins with fixed building blocks, which leads to a consistent result faster.
Where it pinches:
- It takes longer before you're online.
- A logo designed separately from a website sometimes turns out not to work in a narrow menu bar or on a phone screen. Then you have to adjust it anyway.
- If you work with two different parties, you end up with two briefings, two schedules and room for misunderstandings.
Option B: brand identity and website together
Here you develop logo, colours, fonts and website in one project. The brand identity grows alongside the sketches of your site.
What it gives you:
- You see your logo straight away in its most important environment: a screen, often a small phone.
- Choices about colour and fonts are tested on real pages, not on a blank sheet.
- One point of contact, one schedule, one briefing.
Where it pinches:
- Many decisions have to be made at once. If you find it hard to make up your mind, that can cause delays.
- Your print work has to wait until the brand identity is final, even if the website is still in progress.
We do both. QRU is an example of a branding project we have done. For a new brand, we often start from the question of where your client will see you first, and more and more often that's a screen.
The two routes side by side
| Brand identity first | Together with the website | |
|---|---|---|
| Time until you're online | Longer | Shorter |
| Tested on a real screen | Only afterwards | Straight away |
| Number of parties | Often two | One |
| Decisions at once | Few | Many |
| Suitable if print is urgent | Yes | Less so |
| Chance of adjustments after launch | Higher | Lower |
Pitfalls we see often
Whichever route you pick, these mistakes cost you time and money later.
A logo that becomes illegible when small
A logo with fine lines, a long slogan or lots of detail looks beautiful at large size. On a phone, in a menu bar or as an icon in a browser tab it turns into a blur. So always test your logo at a few centimetres wide, and make sure there's a compact variant that holds up at that size.
Too many colours
Five equally strong colours sounds cheerful, but on a website nobody can tell where the buttons are anymore. Choose one colour that means action and use it consistently.
A font without web rights
As mentioned: check whether your font may be used online. Better to choose an alternative now than to end up with two fonts side by side later.
Only a JPG
If you only get a JPG or PNG of your logo, ask for the source file. Without a vector version, every new application becomes a problem.
Brand identity as decoration
A brand identity isn't a sticker you slap on your site afterwards. It has to fit who you are and who you want to reach. That's why a good project starts with a conversation about your clients and your position, not with a colour fan.
Decision guide: which route suits you?
Answer the questions below. If you say yes more often to the first group, go for option A. If you say yes more often to the second, option B is probably the more logical choice.
Brand identity first, if:
- you'll soon need print work, shop signage or vehicle lettering;
- your brand still raises big questions, such as a new name or a different target audience;
- you already have a web designer and only the branding is missing.
Together with the website, if:
- your website is the first and most important point of contact with clients;
- you want to be online quickly with a whole that adds up;
- you'd rather work with one party that understands both sides.
Still in doubt? A short strategy and advice session helps you make the call. We list what your brand needs, in which order and with what budget. For reference: a logo starts from €180 with us, a full brand identity from €400, both excluding VAT.
What you're better off avoiding
There's one route that almost always goes wrong: having a website built with a temporary logo, assuming the real logo will follow later. That temporary logo often stays up for years, and when the new one finally arrives, the rest of the site no longer fits. So choose deliberately: your brand first, or your brand and site together. Not one of the two halfway.
Want to figure out together which order makes the most sense for your business? Book a free thirty-minute introduction via the contact page, and we'll look at what you already have and what's still missing.
