Brand Identity and Logo Design

What a visual identity engagement includes

A logo project at this studio is rarely just a logo. Most engagements include:

• Brand strategy foundation — positioning, audience, and voice work that determines what the mark needs to communicate before any sketching begins
• Logo system — a primary mark plus variations for different contexts (horizontal, stacked, icon-only, reversed)
• Color palette — primary and secondary colors with hex, CMYK, and Pantone values
• Typography system — headline and body typefaces selected to carry the brand voice
• Brand guidelines — a working reference document that keeps the identity consistent across every touchpoint
• Core collateral — business cards, letterhead, and any other launch-day materials

The process typically takes four to eight weeks from first conversation to final files, depending on scope. Every project starts with a strategy conversation — not a mood board, not a questionnaire, but a real discussion about who the business serves, what it sells, and how it wants to feel.

How much does a logo and visual identity cost?

A logo and visual identity from this studio typically runs between $3,000 and $12,000, depending on the scope of the engagement. A focused logo-only project sits at the lower end. A full visual identity with strategy, guidelines, and a stationery package sits at the upper end. Every proposal is scoped to the specific business — there are no generic packages, because no two businesses need exactly the same deliverables.

Selected logo and identity work

Patrick Iverson has been designing logos and brand identities from Santa Fe, New Mexico since 2003 — over twenty years of mark-making for businesses of every size, from solo founders to multi-billion-dollar manufacturers. Below is a selection of recent identity work.