Visual identity
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A visual identity is not a logo. It is a system: colours, typography, layout rules and a way of speaking that make the brand recognisable before anyone even reads its name. It is also what keeps your assets consistent and your team self-reliant. ## Start with positioning Design does not create positioning, it translates it. Before drawing anything, you need to know who you are talking to, what you promise and how your competitors present themselves. A visual competitor review, even a simple one, prevents you from looking like everyone else. ## The guidelines, a working document The brand guidelines are often delivered and then forgotten. To be useful, they must contain real usage examples: Instagram banner, email, presentation, quote. Until the team has a template ready to reuse, they will improvise. ## Guarding consistency An identity deteriorates when every provider improvises their own version of the logo. Keep a centralised brand folder with source files, exact hex colour codes and typefaces, and give it to every new provider.When this guide is for you
- You are launching a new business and every asset (card, site, Instagram) uses different colours and fonts
- Your current logo no longer works online, at small sizes or in black and white
- You want to reposition (premium, younger, B2B) and the image has to follow
- You are preparing for a fundraising round, a franchise network or international expansion
- Your team publishes visuals regularly and needs simple rules to stay consistent
Step by step
- Positioning and research — Define the audience, the promise and what competitors look like, through a simple visual benchmark.
- Design the logo — Create a readable logo in small format and in black and white, with the versions needed for the web and print.
- Build the system — Set the palette, typefaces and layout rules, and make sure the whole thing works on the website, social media and print.
- Write the brand guidelines — Produce a document with real examples: Instagram banner, email, presentation, quote.
- Hand over the files — Deliver vector sources, exact hex codes and fonts, with a centralised brand folder for every future provider.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Complete visual identity | 15,000 – 25,000 MAD (approx. 1,400 – 2,300 €) | Positioning, logo, palette, typography and brand guidelines |
| Identity for a young company | 6,000 – 12,000 MAD (approx. 550 – 1,100 €) | Logo, palette and a 5 to 10-page mini handbook |
| Premium identity with illustrations | 30,000 – 70,000 MAD (approx. 2,700 – 6,400 €) | Patterns, pictograms, bespoke illustrations |
| Refresh of an existing identity | 4,000 – 10,000 MAD (approx. 370 – 900 €) | Modernising the logo and colours without starting from scratch |
| Rollout (website, assets, social media) | 5,000 – 20,000 MAD (approx. 450 – 1,800 €) | Depending on the number of assets to adapt |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Paying for a logo first without defining the positioning: the result is pretty but does not speak to the right customers
- Not checking whether the name and logo already exist: risk of a trademark conflict or confusion with a competitor
- Receiving only PNG or JPG files without the vector sources, which cannot be edited cleanly later
- Multiplying colours and typefaces: beyond 2 fonts and 3 main colours, the brand loses clarity
- Not rolling the identity out online and on social media: a fine handbook left unused changes nothing for your customers
Frequently asked questions
What is the difference between a logo, a visual identity and brand guidelines?
The logo is the signature, a unique symbol. The visual identity is the set of recognition elements: logo, colours, typefaces, patterns. The brand guidelines are the document explaining how to use them.
How long does a visual identity take?
Allow 3 to 4 weeks for an SME identity: a week of workshops, one or two weeks of design, then the guidelines. A complete identity with illustrations can take 6 to 8 weeks.
Should I work with a freelancer or a team?
For a simple identity on a tight budget, a good freelancer is enough, provided they supply the vector sources and a handbook. A team adds value when the identity also needs rolling out on the website, packaging or signage.
Can we keep our logo and only redo the colours?
Yes, that is an identity refresh: modernising the logo and palette without starting from scratch. It is faster and cheaper, as long as the existing logo stays readable at small sizes and in black and white.
Who owns the rights to the logo?
They must be explicitly assigned to your company in the contract: source files, economic rights and usage rights. A contract that only mentions file delivery is not enough.
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