MJDMVisual identity: exactly what the client gets.
The phrase “logo design” says nothing about how many files a company actually receives. So instead of describing the service, I take one project apart.
2 Young Detailers is a car detailing studio from Gliwice and Katowice. Below is the whole set that went to them. These are not visualisations, they are the files the client keeps on their own drive.
Four things that went to the client.
One project, taken apart. Every item is files, not a promise of files.
- Client
- 2 Young Detailers
- Industry
- Car detailing, Gliwice and Katowice
- Scope
- Mark, business card, price list, Instagram, brand book
- Delivered
- September 2026
A logo in every version the company will ever reach for
One mark, three colour variants: chalk, graphite and brass. Plus a horizontal and a vertical lockup, versions with a background and transparent ones, and avatars for profiles. Twenty-one files in total, in SVG and PNG at 4000 px, so the same mark goes on a shop window, on a T-shirt and on a profile icon with nothing left to redraw.21 filesSVG + PNG 4000 px3 colourshorizontal and vertical lockup
A file the print shop accepts without a single question
Front and back in CMYK, 94 by 54 millimetres with a 2 millimetre bleed. Text converted to outlines, so the file holds no font the print shop could swap for its own. Plus versions with crop marks, a net SVG and 600 dpi previews. The format was agreed with the print shop before delivery, not after the proof.PDF CMYK94 × 54 mm, 2 mm bleedtext as outlinesPNG 600 dpi
The price list in four shapes, all from one source
The price list as A4 for print and for email, and as a mobile 4:5 version for direct messages and WhatsApp. The same price list comes out as a carousel of seven 1080 by 1350 slides and six highlight covers at 1080 by 1080. The client assembles nothing and checks nowhere whether the same price stands everywhere.carousel, 7 slides1080 × 13506 highlight coversA4 and mobile price list
Ten pages, so none of this drifts apart in six months
Clear space and minimum size of the mark, a palette with HEX and CMYK values, the type scale, print rules and a separate page listing what must never be done to the mark. The next person who gets this mark in hand has nothing to guess and nobody to call about which shade of gold it is.10-page PDFHEX and CMYK paletteclear spacewhat not to do
Plus what nobody thinks of before the first print run.
- A spec sheet for the print shop: net and bleed format, safe area, 350 g soft-touch paper, spot UV varnish, PDF/X-4 files.
- A QR code that leads to the studio's Instagram profile, printed into the business card.
- Avatars at 2160 px for profile pictures, one in each of the three colours.
- The source code behind all of it. The price list lives in a single data file, so one price change reaches the PDF, the mobile version and the carousel at once.
I match the scope to what a brand actually uses, not to the length of a list. A company that hands out no business cards needs no CMYK file with bleed, and the other way round: a workshop without Instagram needs no six highlight covers.
What usually comes up before we start.
What does a visual identity contain?
The core is the mark in full colour and format sets, a brand book with the rules of use, and the items a company actually uses: a business card, a price list, material for the web.
Higher up on this page you can see it on one project: four items, each of them concrete files.
What is a brand book and why is it needed?
It is the document that says how to use the mark: how much clear space it keeps around it, below which size it stops being legible, what the colours are in HEX and CMYK, and what must never be done to it.
Without it, a year later five versions of the logo circulate in five shades, each from a different person who needed something by yesterday.
Do the files and sources belong to me?
Yes. You get the finished files and the sources they were made from. There is no need to come back to me for every small change or to ask for a “print version”, because it is already in the package.
Will the print shop accept these files without corrections?
Print files are delivered in CMYK, with bleed and with text converted to outlines, in the PDF/X-4 standard. I agree the format and the bleed with the specific print shop before delivery, because each of them has its own requirements and it is better to learn them before the proof than after.
How much does a visual identity cost?
The quote is individual, because the scope differs every time. The MJDM subscription price list covers running visibility and social media; an identity is one-off work, quoted against the list of items.
Write what you need and I will send back a quote for a concrete set of files, not for a slogan.
Tell me what you need.
If you do not know where to start, start with the list of items you use today: business card, menu, price list, Instagram profile.