Algeria AgencyBrand
Brand kit & visual identity
Logo, colours, typefaces and usage rules — delivered in formats your team and your printers can genuinely use.
A visual identity is judged in the twelfth month, not at the presentation. A successful one gets applied without you: your social media manager knows which colour to use, your printer receives the right file, and your materials look alike without anyone arbitrating.
So we design from the real constraints rather than from a mood board. The logo has to hold on a rubber stamp, on a shopfront, on a 64-pixel profile picture and on a banner in the sun. A logo that only exists large on a white background is not finished.
We deliver two or three genuinely different directions, reasoned, rather than ten variants of one idea. Ten variants are not a choice: they are a vote on details, and they usually land on the blandest compromise.
The brand kit that follows is short and operational: which colours, which typefaces, which minimum sizes, which uses are forbidden. Written in plain language, because it will be read by people who are not designers — which is exactly who it is for.
What we usually find
- Your logo exists in three different versions depending on which file was sent.
- Nobody knows the exact colour to use, so everyone picks their own.
- Your printer asks for the files again with every order.
- Your logo is illegible at small sizes, and nobody has ever checked.
What changes
Materials that look alike
The same business on a post, an invoice, a shopfront and a vehicle — which is half of being recognised.
A self-sufficient team
Your staff and your suppliers produce correct materials without asking you to arbitrate.
An identity that holds everywhere
Checked small, in one colour, on a dark background and in Arabic — not only on a presentation board.
What you get
Two or three directions
Genuinely different and reasoned, then one refined to approval.
A full logo set
Horizontal, compact, single-colour and reversed versions, tested at real usage sizes.
Colours and typefaces
A palette with print and screen references, and typefaces chosen to exist in Arabic as well.
Written usage rules
Minimum sizes, clear space, permitted backgrounds and forbidden uses, in plain language.
Ready-made templates
Post, invoice, card, email signature: the materials you will produce every week.
Source files delivered
Open and vector formats. An identity whose sources you do not hold is not yours.
How we work
Scoping
What the brand has to express, where it will be seen, and which technical constraints apply.
Directions
Two or three distinct routes, presented with the reasoning behind them.
Refinement
One direction chosen and developed, tested at real sizes and on real backgrounds.
Variants and rules
Logo versions, palette, typefaces and a brand kit written to be applied without us.
Delivery and handover
Source files, templates, and a session with the people who will produce the materials.
Is this the right fit for you?
This is for you if
- Several people produce your materials and the result is inconsistent.
- You already know what you want to say, and now it has to be shown.
- You are ready to decide: an identity is chosen, not voted on.
This is not for you if
- You have not settled what you sell or to whom. Do the positioning first.
- You only want a cheap logo, with no usage rules. An independent designer will do.
- Nobody in the business will apply the rules. The document will sit in a folder.
What we commit to
Sources are delivered, always
Open and vector formats, unconditionally. You can continue with any other designer.
Tested at real sizes
The logo is checked small, in one colour and on a dark background before approval, not after the first print run.
The brand kit is short
A long document does not get read, so it does not get applied. We deliver what will actually be used.
An identity that works in Algeria
The identity has to hold in Arabic as well as in Latin script. A logotype drawn only in Latin forces an improvised Arabic version later, and improvisation shows immediately. We handle both scripts during design, which costs little then and a great deal afterwards.
Local printing constraints are real: available stocks, printers’ tolerances, inks, and outdoor materials exposed to sun and dust. A palette that only reproduces correctly on high-end equipment will be betrayed on the second print run, and it is the guidelines that get abandoned, not the printer.
Finally, a significant share of your visibility runs through materials you do not fully control — locally made signage, vehicles, rubber stamps. A robust identity is one that survives approximate execution, which is a design criterion rather than a resignation.
Frequently asked questions
How many logo proposals?
Two or three genuinely different directions, not ten variants of one idea. One direction is then refined to approval.
Do we get the source files?
Yes, always, in open and vector formats. An identity whose sources you do not hold is not really yours.
Do we need a new website after a new identity?
Not necessarily, and we will tell you plainly whether your site can carry the new identity without a rebuild.
Is trademark registration included?
No, that is a separate service. We will always tell you to plan for it: a logo you paid for is not a logo you have protected.
Can you start from our current logo?
Often yes. Many identities have a usable logo and everything else missing. We will tell you honestly whether yours is worth keeping.
Who applies the guidelines afterwards?
Your teams and your suppliers, and that is the point. The brand kit is written for them, in plain language, and we walk them through it at handover.
How to start
Send us your current logo, photographs of your real materials — shopfront, vehicle, packaging — and tell us what you produce most often.
We come back with what is salvageable, what is not, and the list of variants you genuinely need, which is almost always shorter than people expect.
What we have written on this subject
A small business’s visual identity: what works and what decorates
A logo is not an identity. What is almost always missing is what happens the day after it is delivered.Your identity is applied by people you will never meet
The logo is delivered, and then it passes through twenty hands. What to give them so it comes out intact.The print run: ordering packaging without paying for it twice
Packaging is corrected before the press and never after. Here is the order of decisions, from the quote to the reversed calendar.Construction and renovation: your client cannot picture it
A plan, a description and a total produce no mental image. Every dispute you have is born in that gap, not in your work.Print design: three millimetres decide the result
A print file is not an image. Bleed, safety margin and the proof explain nearly every run that comes back wrong.Beauty salons: what you sell perishes every evening
An unsold chair-hour is not carried forward, it is destroyed. A no-show is not rudeness, it is stock loss.
Let us talk about your project
A free audit, no commitment: we look at your online presence and tell you what is holding it back.
- Sources are delivered, always
- Tested at real sizes
- The brand kit is short