ETIENNE LERICHEBranding · Print · Web
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Back to homeBrand identity

Your brand fits in a PDF. That is exactly the problem.

A logo delivered on its own, a guideline nobody reopens, and six months later every asset drifts in its own direction. An identity is not a file: it is a system that stands up without you.

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What it solves

  • A logo that does not survive its first real use

    It works on the presentation board, it breaks on the website, it turns illegible at small sizes or in one colour. A logo is drawn for all its uses, not for the portfolio shot.

  • A guideline nobody applies

    Forty pages of PDF, a palette, two typefaces — and the next supplier improvising because none of it can be used directly. What is not tooled does not get applied.

  • A brand that looks like no one, except its competitors

    Same codes as the neighbour, same colours as the sector, same vocabulary. What sets you apart already exists: the whole job is making it visible.

What you get

  • Primary logotype, horizontal and monogram variants, monochrome versions
  • Colour palette checked against WCAG contrast, not just picked by eye
  • Type system: scale, weights, usage, edge cases
  • Design system in the browser: the real components, not a board to interpret
  • Usage rules: what to do, what never to do, clear space
  • Source files and exports ready for both web and print

How it works

  1. We look at what exists

    Your current assets, your competitors', what your clients say. Before drawing anything, we need to know what you look like today — and what you already look too much like.

  2. We set the territory

    What the brand must say, to whom, and what it will never say. Most people skip this part, and it is the one that saves three rounds of revisions.

  3. We draw, and test in real conditions

    The logo is tested small, in one colour, on dark backgrounds, on a business card and as a favicon. If it does not hold everywhere, it does not hold.

  4. We deliver a system, not files

    You leave with what you need to produce your next assets without me — and with the code that makes them directly usable on the web.

Frequently asked questions

How long does a full identity take?

Depending on the number of assets and how fast feedback comes back, usually three to six weeks from first conversation to delivery. The longest factor is never the drawing, it is approval time.

Can I keep my current logo?

Often, yes. Many logos are not bad, they are simply untooled: no variants, no rules, an approximate palette. We can start from what exists and build the system around it.

What exactly is a design system in the browser?

Instead of a PDF guideline your developer has to interpret, I deliver the components coded and visible in a browser: buttons, headings, colours, spacing, in their real states. What you approve is already what goes live.

Let's talk about your brand.

Thirty minutes to look at what you have, what you think of it, and what is missing. No commitment, and a straight answer even if it is « leave it alone ».

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