Brand Identity and Logo Design for Utah Businesses

Brand identity is the visible half. It includes a logo, a color palette, typefaces, how photos look, how you write to people, and the rules that tie them together. When it is done well, a customer sees your truck, then your Facebook page, then your website, and feels they are all one business. When it is done badly, they see three businesses and trust none of them.

• New businesses setting up their look for the first time and who want it to last.
• Established businesses that outgrew a logo made years ago, or have colors that differ on the van, the invoices and the website.
• Businesses about to launch a website who want the design to start from something real.
• Owners who want a look of their own. If you want something you could not find on a stock site, this is for you.

Discovery. What you do, who pays you, who your customers compare you to, and what you want people to feel. We look at your competitors, then decide how to be clearly different from them.

Logo and identity. A primary logo, secondary versions, a square icon, one-color and reversed versions. See the dedicated logo design page for the process and file list.

Color palette. A small set: a main color, one or two supporting, and neutrals. We check contrast so text is readable on each.

Typography. One or two typefaces for headings and text, chosen for readability and licensing. We avoid the defaults every other site uses.

Brand guidelines. A short, usable document: logo rules, colors with values for screen and print, fonts, how to write (tone, words you use and avoid), how photos should look.

Applied pieces. Business cards, social profile images and covers, an email signature, and a few post templates. Larger print, signage and packaging are quoted per job.

UI and website direction. If we build your site, the design starts from this identity. The look and feel of your pages is part of the same work, and it is included with web projects.

1. Listen. A conversation, not a form. We ask what your best customers say about you, which jobs you love, and what you want to stop doing.

2. Look around. We study the competition in Cache Valley and in your trade nationally, and collect examples of what works and what feels stale.

3. Make directions. We present different ideas, explain the reasoning, and test them at small sizes and in black and white.

4. Refine one. You choose; we perfect spacing, curves, color and type.

5. Write it down. The guidelines go in a short document you can send to a sign maker, printer or new employee.

6. Roll it out. Website, Google Business Profile, social accounts, business cards. Fixing it everywhere at once is the part most owners never get to.

KORB's identity is built around a hexagon. The logo's O is a hexagon, and the rest of the letters follow the same angle and a fixed spacing rule. Every other piece of the brand grows from that: the site icon, the profile photos on Google, Facebook, Instagram and X, the animated mark at the end of our videos, and the small hexagon bullets and periods on our site. The palette is graphite and white with a single bright accent used sparingly.

We chose rules first and decoration second, which kept it from going stale. That is also the process we use for clients: find the one idea, then let it decide the rest.

People picture a 60-page binder. Ours is short enough to use.

• The logo set, with minimum sizes and the space to leave around it.
• Colors, each with a name, a screen value and a print value, and which pairs are safe for text.
• Typefaces, where to get them, and which one is for headings and which for reading.
• Voice, a short paragraph on how you sound, with a few words you use and a few you never would. "We say 'estimate,' not 'quote.' We never say 'solutions.'"
• Photos, what a good one looks like for you: real jobs, natural light, no stock handshakes.
• Examples, a business card, a social post and an invoice header, so nobody has to guess.

When a new employee, a printer or a sign shop asks for your "brand stuff," you send one link.

• A logo that only exists as a low-resolution image in an email.
• Three slightly different blues across the van, the website and the invoices.
• A Facebook page with an old logo and a website with a new one.
• A business card that uses a font no one can find anymore.
• A logo that falls apart when printed in one color on a work shirt.

None of these needs a rebrand. A cleanup and a guide often solve it.

It is easy to oversell this, so here is the practical version.

• Customers trust consistent businesses. A matching sign, site and profile signal that you are established.
• Your marketing gets easier. When the rules exist, every post, flyer and ad takes less thought.
• You stop re-deciding. Colors, fonts and photos are settled, so you are not choosing fresh each time.
• Other people can help. A designer, a printer or your nephew with a camera can follow the guide.

It will not fix poor service and it will not promise more sales on its own. It makes the work you do easier to recognize and trust.

• Hand you a stock logo with your name dropped in.
• Use stock photos of fake teams in your guidelines.
• Hide the files. Everything transfers to you.
• Claim that a new logo grows revenue. We have no data for that and will not invent any.

Brand identity has standard packages, priced in the Pricing section of this page. A logo and guide for a single-owner trade business is a different job from a full identity for a product line, so before we start we write a statement of work (SOW) with the deliverables, timeline and final price. Every monthly plan includes basic branding with the free launch site: a simple wordmark and color palette. Printing, signs and packaging cost extra and are paid to the printer at cost.

A logo takes three to five weeks. A full identity with guidelines and applied pieces takes six to eight. If a website launch depends on it, we tell you early how the schedules line up.

KORB is a studio in Logan, Utah. We work with businesses across Cache Valley and Northern Utah and with remote clients anywhere in the US. Local clients can see printed samples and test colors on actual paper before they commit.

Ask for a free website review. Send your logo, your website and your social links. We will tell you what is working, what looks inconsistent and what to fix first.