Brand Identity Design Statement of Work Template

Count everything. A deliverable a client cannot count is a deliverable a client can expand.

1. 2.1A brand strategy workshop and a strategy summary (positioning, personality, audience) for sign-off.
2. 2.2Three distinct logo concepts presented with rationale and in-context mockups.
3. 2.3Refinement of one chosen concept through two rounds into a final logo suite: primary, secondary, mark and monochrome versions.
4. 2.4A color palette, typography system and graphic element set.
5. 2.5Brand guidelines PDF of up to 30 pages.
6. 2.6Application designs for 6 items: business card, letterhead, email signature, social profile set, slide master and one signage mockup.
7. 2.7Final files in SVG, PNG, PDF and EPS with a file naming guide.

Name what the engagement does not include. These are the lines your PMs will cite most often.

1. 3.1Trademark searches, clearance opinions and registration filings.
2. 3.2Naming, tagline development and copywriting.
3. 3.3Website design, packaging design and campaign creative.
4. 3.4Font licenses and stock imagery, which are purchased by the client.
5. 3.5Additional concepts once the three concepts are presented.
6. 3.6Printing and production management.

The strategy summary includes one revision round. After concept presentation the client selects one concept, which receives two consolidated refinement rounds. Requests to merge concepts, revisit unchosen concepts or create new concepts are changes.

Acceptance needs a measurable test and a window. Without both, delivery never formally ends.

1. 5.1Strategy is accepted by written sign-off before concept work starts.
2. 5.2The final logo suite is accepted by written sign-off after the second refinement round, or five business days after delivery without feedback.
3. 5.3Guidelines and applications are accepted after one round of corrections.

Tie each dependency to a date so a late input has a known effect on the schedule.

1. 6.1Final decision makers attend the strategy workshop and the concept presentation.
2. 6.2Feedback is consolidated across stakeholders into one written list per round.
3. 6.3The client's counsel performs trademark clearance on the selected concept before final files are used publicly.

New concepts, extra rounds, additional applications or naming work are changes. The studio will send a change order within two business days with the work, hours, cost and new milestone dates. New stakeholders joining after strategy sign-off may trigger a strategy review, which is quoted as a change.