now it can be very confusing to properly understand what a branding package is and also
how much to charge a client for it but don't worry because today's video is going to explain every
single thing you need to be aware of when you're creating a branding package and making money by
sending them to clients and sponsoring today's video is an absolute must for graphic designers
it's where you can download over 55 million resources envato elements learn more about
that later in today's video before we talk about what branding packages are we need to know the
different situations when a client might need one now the first obvious scenario is when a brand
wants a fresh update or a rebrand one notable and successful rebrand was the english football
premier league rebrand it was so good and it was so successful and it appealed to the modern times
another scenario is when the company is new and they need a total brand identity created
from scratch and the third scenario is when an existing brand wants to launch a huge marketing
campaign and they need a branding team to roll out that campaign and one such instance of this is the
nike just do it rollout each of these three scenarios will call for a slightly different
branding package but let's take a look at what might be included into every branding package
how many times am i going to say brand new package of course every brand needs a logo as a brand
designer it's wise to create a logo paper and this shows every single detail of the logo on one sheet
we want to show the client the white space of the logo i.e the clear space around it that is called
the safe zone also suggests the absolute minimum size that the logo can be used in
it's also handy for the client if you stipulate the logo fonts used and also the color palettes
the branding package should include logo variants so we have the stacked version
the horizontal and vertical black and white and so on all of this should be contained
neatly and laid out on one sheet the logo files themselves will be packaged separately
but if you are working on a brand new brand then you might even have to generate their brand name
and this was the case for me when i was working on the iron grip jiu-jitsu branding projects
of course you're going to discuss with the client what they need from you in the initial discussions
and then you can draw up a tailored brand package suggestion with a quote more about the
money side of things later now we mentioned color when looking at the logo design but
you're going to want to include a totally separate section in the brand new package
that relates to the brand color palette i can emphasize enough how important color is to a brand
research shows it's the most memorable aspect of any brand in the minds of the consumer
a lot of brands have primary color palettes and then secondary color palettes
so for starbucks the primary main palette is green and white however their secondary palette contains
two shades of green white and then black often the primary color palette is for the logo and
then the second palette will be for things like the website or print materials the color palettes
are decided based on color psychology and a whole lot of research on the branding designers parts
in the actual branding package you should back up and reinforce the reasoning for the chosen colors
why they will appeal to the consumer and then show rgb cmyk and hex versions of the
colors also possibly pantone one huge part of the branding package is the style guide
the style guide can be thought of as a kind of a rule book created by the designer or the branding
team this rule book if you will is going to help the client to remain consistent with how the brand
is perceived and engaged with the target audience it also tells future designers how to create media
for the brand it's why that's when you sometimes design something for some clients
they will tell you only to use specific fonts or colors and at certain sizes and so forth
the style guide will also include some information on the brand's mission
their voice in their niche sector and the overall brand vision an example here would be apple they
want to produce high quality and desirable tech products that are minimal and clean apple speaks
with authority and are cutting edge modernity in their new sector style guide will also speak about
things to avoid when using aspects of the brand package such as distorting logos changing icon
colors or transparency and so on often a brand will have a primary font and then a secondary font
this would apply to the logo their website posters brochures and so on
it could be that something like basement grotesque is the primary font
seen on the main logo type and headings and then lron is used with a tagline and also body text
again this is all established by the designer and mentioned in the style guide
as you can see a little of the branding package is not what you actually create but it's to do
with laying down rules and creating a strict vision or direction for the brand this is very
very important to remember but let's talk about physical deliverables when talking to a client
initially you should ask what physical items they require from you maybe it's a business card
a brochure a poster letterhead and so on these are the physical deliverables that are commonly
included into a branding package but of course it's based on a case decay situation every brand
and every situation is going to be different from there you have the digital deliverables
and these are things like the website email templates social media artwork and other graphics
so let's talk brass tax how much should all of this cost that is like asking how
long is a piece of string so you first need to establish exactly what your client needs from you
when you know what's going to be included into the branding package you can estimate to yourself
the amount of hours it should take for you to work on every single thing when you know roughly
how many hours it's going to take you can then add on maybe 10 to compensate for unforeseen problems
you can then apply your hourly rates on how much you value one hour of your time so an example
would be that say the brand package is going to take you roughly 80 hours we can then add on eight
hours so a total of 88 hours you might consider your time worthy of 30 dollars per hour so that
equates to 2 640 dollars for the package it would then be wise to round that figure up to something
like 2700 but of course this all depends on your hourly rates and the specific brand package needed
so yeah thanks to the sponsor of today's video envato elements
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just click the video on screen and until next time guys design your future today peace
you