# Brand Identity Proposal > A client-facing brand identity proposal with a kickoff-call recap, a three-phase process, logo directions compared side by side, a deliverables timeline, and a fixed-fee investment breakdown. Source: https://buildpdfs.com/templates/brand-identity-proposal Category: Business A client-facing brand identity proposal with a kickoff-call recap, a three-phase process, logo directions compared side by side, a deliverables timeline, and a fixed-fee investment breakdown. ## What's included - Cover with client name, proposal number, and timeline - Kickoff-call recap in the client's own words - Three-phase process: listen, draw, build - Logo directions compared side by side with a recommendation - Deliverables and a week-by-week timeline - Fixed-fee investment table with a payment schedule ## Sample content **Arjun Mehta** Independent design Proposal 26-014 · 14 October 2026 **FOR HANA RUIZ, OWNER**A name that means light deserves a mark you can read from across the street. ### Lumen. Coffee Roasters Brand identity proposal Prepared for**Hana Ruiz, Lumen** Prepared by**Arjun Mehta** Timeline**5 weeks, from 28 Oct** 01 / 08 **Hana Ruiz, owner**At the counter on NE Alberta St. The roaster is a 2011 Diedrich she rebuilt herself. Lumen · Brand identity **01** The call _01_What you told me — call, 2 October “We roast **really good coffee** under a logo I made _in a hurry_, the week we opened.” **Hana Ruiz** — on our call, about forty minutes in Lumen started in 2019 as a counter and one roaster. Today you sell to six cafés in the neighbourhood and ship bags across Portland. The coffee grew up. The look did not: the logo blurs on a cup, the bags use three different browns, and nobody can read the sign from the bus stop. You don’t want a chain look. You want something that feels like the room — warm, a little brass, made by hand — but holds up on a bag, a cup, a sign and a screen. ##### Four things that need a face * 01 Bags 250 g retail and 1 kg wholesale, kraft with a printed label * 02 Cups 8 and 12 oz, plus a sleeve you can stamp in-house * 03 Sign A round blade sign over the door, readable at 30 m * 04 Website Shop, wholesale enquiries and opening hours ###### Keep * The name, and the idea of light * The brass roaster as a hero * Regulars’ names written on cups ###### Change * A mark that fails below 20 mm * Three browns, no system * A free script font from 2019 Arjun Mehta · Proposal 26-014 **02 / 08** Lumen · Brand identity **02** Approach _02_How we get there #### Three phases. _Five weeks._ One mark that works everywhere. I work in short, visible steps. You see real sketches early, choose a direction with me at the counter, and get files your printer and your web person can use the same day. **01** Week 1 ##### Listen A morning at the roastery: roast day, the rush, the regulars. I collect every bag, cup and menu you use today. * **Roastery visit** and staff chat * **Audit** of current touchpoints * **One-page brief** you sign off **02** Weeks 2–3 ##### Draw Three directions, drawn by hand first, then built on screen. We pick one together and refine it in two rounds. * **Three directions** (see page 04) * **Mock-ups** on bag, cup and sign * **Two rounds** of refinement **03** Weeks 4–5 ##### Build The chosen mark grows into a small system: colour, type, packaging, sign and web, with a short guide for your team. * **Print-ready** bag and cup files * **Sign artwork** for the fabricator * **Brand guide**, 12 pages FROM THE FIRST SKETCHES Simple enough to stamp on a paper bag, warm enough to hang over the door. Notebook, 3 October — a café on N Mississippi Ave, the morning after our call. Arjun Mehta · Proposal 26-014 **03 / 08** Lumen · Brand identity **03** Directions _03_Logo directions #### Three ways in. Each one is a real, usable mark — not a mood. We choose one on the kickoff call; the other two are retired. A Recommended B C ##### _A_Sun & bean A roasted bean that is also a rising sun. Reads at 8 mm on a sleeve and at 60 cm on the sign. ##### _B_Lowercase wordmark Friendly, confident lowercase with a small sun over the “n”. Best on the website and the bag front. ##### _C_Roaster’s seal A round stamp for things you make by hand: rubber stamp on kraft bags, wax on gift boxes. | Where it has to work | A · Sun & bean | B · Wordmark | C · Seal | | ----------------------------- | -------------- | ------------ | -------- | | Cup sleeve, 20 mm | | | | | Blade sign, from the bus stop | | | | | Rubber stamp on kraft | | | | | Website header and favicon | | | | My pick Direction A, with B as its wordmark partner. The sun carries the name; the bean carries the craft — and it is still a single shape you could cut from brass. Arjun Mehta · Proposal 26-014 **04 / 08** Lumen · Brand identity **04** In use _04_Direction A, applied #### On the counter, _over the door._ FIG. 1 — 250 g retail bag FIG. 2 — 12 oz cup, stamped sleeve FIG. 3 — Blade sign lumencoffee.co lumen Shop Wholesale Visit **Order beans** ###### Roasted on Alberta St, _Tuesdays & Fridays._ Small batches on a rebuilt Diedrich. Pick up at the counter or get a bag at your door by Saturday. **FIG. 3**Painted steel, 600 mm, warm light from above. **FIG. 4**Website home, desktop — same mark, same saffron, one button. Sketch renderings — not final artwork **05 / 08** Lumen · Brand identity **05** Moodboard _05_Colour, light and type #### Brass, steam _and morning light._ “Warm, a little brass, made by hand.” — HANA, ON THE CALL Espresso#2B1B12 PMS 4625 C Saffron#F2A007 PMS 130 C Roast#6A4330 PMS 7575 C Kraft#C49A6C bag stock Crema#FAF5EC PMS 9224 C DISPLAY Familjen Grotesk · 700 Aa Gg Single origin, roasted Tuesdays. ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ACCENT Newsreader · Light Italic Aa Gg _for Maya_ — plum, cocoa, brown sugar. abcdefghijklmnopqrstuvwxyz & ☼ Arjun Mehta · Proposal 26-014 **06 / 08** Lumen · Brand identity **06** Scope _06_Deliverables & timeline #### What you get, _and when._ * 01 **Primary mark & wordmark** Full colour, one colour, reversed. SVG, PDF, PNG. * 02 **Bag label system** 250 g and 1 kg, with a slot for origin and roast date. * 03 **Colour & type** Five colours with print and screen values, two typefaces. * 04 **Cups & sleeve** 8 and 12 oz artwork plus a rubber stamp file. * 05 **Blade sign artwork** Scaled drawing and colour specs for your fabricator. * 06 **Website kit** Header, favicon, three page layouts for Squarespace. * 07 **Brand guide** Twelve pages: do, don’t, and how to brief a printer. * 08 **Handover session** One hour at the roastery with you and your team. ##### Five weeks 28 OCT — 29 NOV 2026 **W1**28 Oct **W2**4 Nov **W3**11 Nov **W4**18 Nov **W5**25 Nov ListenVisit, audit, brief Roastery visit DrawThree directions A · B · C review RefineTwo rounds Rounds 1 & 2 BuildPackaging, sign, web Files & brand guide HandoverAt the roastery 29 Nov ☼ 4 NOV **Brief signed.** One page, in your words. 13 NOV **Direction chosen.** At the counter, with coffee. 29 NOV **Everything delivered.** In time for holiday bags. Arjun Mehta · Proposal 26-014 **07 / 08** Lumen · Brand identity **07** Investment _07_Investment & next steps #### One fixed fee. _No surprises._ | Item | Fee | | | ---- | -------------------------------------------------------------------------------- | ------ | | 01 | **Discovery & brief** Roastery visit, audit of current materials, one-page brief | $900 | | 02 | **Logo & identity system** Three directions, two rounds, colour and type | $2,600 | | 03 | **Packaging** Bag labels (250 g, 1 kg), cups, sleeve stamp | $1,700 | | 04 | **Blade sign artwork** Drawing and specs for the fabricator | $600 | | 05 | **Website kit & brand guide** Header, favicon, three layouts, twelve-page guide | $1,000 | Total, fixed fee_Printing, sign fabrication and photography are quoted separately._ $6,800 ###### On signing $3,400 — 50%, invoiced with this proposal. ###### On delivery $3,400 — 50%, when final files are handed over. ###### Good to know All rights to the final mark pass to Lumen on final payment. Valid until 31 October. 1 **Say yes** Sign below, or just reply “let’s go” by 24 October. 2 **Deposit** I send the first invoice; the date is yours once it’s paid. 3 **Kickoff, 28 Oct** 8 am at the roastery. Please keep the old bags — I want them all. Arjun Mehta **Arjun Mehta** · Designer 14 Oct 2026 **Hana Ruiz** · Lumen Coffee Roasters Date hello@arjunmehta.studio · (503) 555-0148 **08 / 08** ## Frequently asked questions ### What should a brand identity proposal include? A brand identity proposal should include a short recap of what the client told you, your process and timeline, the logo directions you will explore, what you deliver at each stage, and a clear price. This template covers each part. ### How do I price a brand identity project? Most designers quote brand identity work as one fixed fee that covers discovery, the logo and color system, and a brand guide, then list packaging or extra assets separately. The template's investment table itemizes each piece so the client sees what the fee covers. ### How many logo directions should I show a client? Two or three directions work best. More than three slows the decision down without adding better options. This template compares three directions side by side with a recommendation. ### Is this brand identity proposal template free? Yes. You can customize the brand identity proposal template for free and download it as a print-ready PDF. Describe the client and project to the AI and it fills in every section. ## Related reading - [From client brief to delivered PDF](https://buildpdfs.com/guides/workflow-client-brief-to-delivered-pdf) - [What "client-ready" means for a client deliverable PDF](https://buildpdfs.com/guides/client-deliverable-pdf-client-ready) - [How to price PDF design services](https://buildpdfs.com/guides/pricing-pdf-design-services) [Use this template](https://buildpdfs.com/signup?templateId=brand-identity-proposal) — free, no credit card required.