Branding

Logo, colors and style — visual identification that makes a company look like one company, not several random ones.

• individuallyScope
• Websites and brandingArea
• 6 hours – 2 daysLaunch

Who this is for

New companies and brands that need a stronger image.

Problem

Company looks random and inconsistent. Most often this applies to new companies and brands that have been operating for years and want to refresh their image.

What we do

We build visual identity: logo, palette, typography and style rules – what holds all materials together.

What's included

Five stages, at the end a ready file package on your side:

• Moodboard
• Concepts
• Direction selection
• Refinement
• File package

Timeline

Realization takes 6 hours – 2 days. The stages are set: moodboard, concepts, direction selection, refinement, file package handover.

Cost

It all depends on where the work stops: a logo alone is one thing, and a full set of rules by which somebody else can carry the brand on without us is quite another.

What you get

Recognition and professional perception — the brand looks the same everywhere the client encounters it.

How to measure brand consistency — a formula and a list of touchpoints

Consistency can be counted: consistency index = number of touchpoints matching the brand rules / total number of touchpoints. A touchpoint is any place a customer sees your brand.

• logo and colors on the website
• Google Business Profile
• social media profiles
• signage and premises branding
• invoices, paper business cards, email signature

A business with five touchpoints, three of which use a different color shade or an old logo version, has an index of 0.4 — under half. This is a number you can count yourself in ten minutes, without us.

Three paths to a visual identity: Canva, a freelance designer, a management layer

Each gives a different result and a different level of consistency at the start.

• Canva yourself: fast and cheap, but without competitor research and without vector files ready for large-format printing
• Freelance designer: a good logo as a single file, often without full usage rules — the next person will use it differently in six months
• Management layer (Aura): logo, palette, typography and rules recorded together, so future materials are built to them instead of by feel

The difference doesn't show up at the start — it shows up six months later, on the tenth piece of material someone else makes without you.

When branding doesn't pay off

Four situations where it's better to wait, or choose something smaller:

• The offer and business model haven't stabilized yet — the name and positioning may change before the identity has time to take hold
• You need just one logo for one document, with no plan to grow the brand further — that's a job for a freelancer, not a full branding project
• The company is planning a merger or name change in the coming months — a new identity would be built for a name that's about to stop existing
• The budget is so tight there's nothing left to apply the new identity to existing materials — the design alone, without rollout, deepens inconsistency rather than fixing it

In each of these cases, the honest answer is to wait until the condition changes, not to start a project that can't be finished.

What we need from you for the identity to actually take hold

The design is half the work — the other half happens on your side.

• One decision-maker who signs off on the direction — branding drifts most where a committee decides with no single final vote
• Examples of brands you like and dislike, ideally with a specific reason, not just "something modern"
• Files of your current logo and materials, even old and incomplete ones — it's easier to judge what to keep than to design in isolation from what already exists
• Where the identity will actually be used — just the website, or also signage, packaging, a vehicle fleet — this changes the set of files you need at the end

Without a decision-maker, the same scenario tends to repeat: several rounds of revisions that never get closer to done, because each round a different person changes their mind.

How to check the effect after a month, without us

You go back to the consistency index from the first point and count it again on the same touchpoints.

• How many touchpoints have actually been updated — website, business profile, social media, printed materials
• Do new materials someone else prepares on their own stick to the palette and typography without asking you every time
• Do outside people (new customers, partners) recognize the brand at a glance across different channels

If the consistency index hasn't moved since the day you received the files, that means rollout got stuck — not the design, but the step after the design.

What branding does not do

A new identity by itself doesn't bring more customers — it changes how the business looks, not what it sells or to whom. It doesn't replace advertising or marketing activity — a consistent look supports every campaign but doesn't stand in for one. It doesn't fix the product or the service if that's where the real problem is — a good-looking logo on a weak customer experience only speeds up how quickly the customer remembers it as bad.

Branding is the foundation for a consistent look everywhere the business shows up — not a sales engine on its own.

The most common mistake: a new logo without updating the rest of the materials

A business swaps the logo on its website and Google profile but leaves old versions on signage, invoices, flyers and social media, because replacing everything at once feels like too big a task. The effect is worse than before the change: the customer sees two different brands instead of one and starts wondering whether it's really the same business.

The cost of this mistake isn't just the impression — it's double work later, because the materials will need replacing again, this time under pressure once the mismatch is already visible.

Which files you actually need at the end, and why vector, not just PNG

A PNG or JPG is an image stored as a grid of pixels — enlarge it and it loses sharpness, which is why it's unsuitable for large-format printing, on signage or a banner, for example.

• A vector file (SVG or AI/EPS) — a logo built from mathematical curves, scales to any size without losing quality
• PNG with a transparent background — for inserting into websites, documents, presentations
• A monochrome version — black and white, for situations where color won't display or won't print correctly
• A short rules document — spacing around the logo, which versions not to use, the exact colors (codes, not "something like this")

Without a vector file, every future large print run means either paying to recreate the logo from scratch or printing a blurry version.

What you get

• Visual direction and moodboard
• Logo, colour palette and typography system
• Core usage rules and an organised asset package

When the problem lies elsewhere

If your problem sounds different, neighbouring areas of the same system stand right next to it — AURA connects them to each other rather than selling them separately:

• UI/UX design — Interface design for website, app or panel: first flows and clickable prototype, only then graphics.
• 3D Animations — 3D objects, scroll animations and interactive scenes on the website — for brands that don't want to look like everyone else.
• UX and conversion — We look for reasons why visitors don't leave an inquiry and remove them one by one — instead of rebuilding the whole site by feel.
• Websites and stores — From landing page for one offer to online store with catalog and payments. Website built around one decision, not around a photo gallery.