How a logo differs from a corporate identity and a brandbook, how the design process runs, what to prepare as a client, and why design in Uzbekistan has to work in both Latin and Cyrillic.
People often use "logo", "corporate identity" and "branding" as if they meant the same thing, but each involves a different amount of work and a different budget. Below we look at what branding for a business in Tashkent includes, how the design process runs, what a client should prepare and how branding connects to the website and marketing.
A recognisable image helps customers decide to buy sooner, sets a company apart from competitors and makes advertising work better, because a consistent image is easier to remember. That is why brand work starts with business goals, and aesthetics come after.
Logo vs corporate identity vs brandbook
A logo is the graphic form of your company's mark and name. It can be a wordmark, a symbol or a combination. The whole visual brand is built around it, but without shared rules your business card, shop sign and Instagram posts will still look different from each other.
A corporate identity is the set of graphic elements that make every brand touchpoint recognisable: colour palette, typography, patterns, grids, and the design of documents, packaging, signage and advertising.
A brandbook records the rules for all of this: how the logo is constructed, its clear space, which versions are not allowed and what tone of voice the brand uses. It goes to designers, marketers, print shops and contractors so the brand looks the same everywhere.
In short, the logo gives you the mark and the name, the corporate identity builds a visual system around them, and the brandbook sets out the rules that system runs on.
When does rebranding make sense
Changing the logo on its own rarely fixes anything. Rebranding is justified when:
- the business has grown or changed direction but its visual image has stayed the same;
- the company is merging with another or entering new markets;
- the style looks dated and does not work well on social media or phone screens;
- touchpoints are designed inconsistently and people do not recognise the brand;
- competitors have refreshed their look and are drawing attention away.
If none of this applies, tidying up may be enough: put the colours into a system, choose proper fonts and put together a few simple templates.
How the design process works
At Evolution Systems branding work goes in stages, and the client sees the result of each one:
- Brief and research. We discuss positioning, audience, competitors and brand goals.
- Concept. We prepare 2-3 visual directions, and one is chosen.
- Logo. We draw the mark and choose fonts and colours. This usually takes 2-3 weeks.
- Corporate identity. We apply the mark to the main touchpoints: documents, business cards, social media and signage. Together with the logo this is usually 4-6 weeks.
- Brandbook. We write the rules and assemble the guidelines. The full cycle with a brandbook takes 6-8 weeks.
- File handover. You get source files in open formats so any contractor can work with them.
Exact timelines and scope depend on the task. We agree the plan and price before work starts, and the estimate is free.
What the client should prepare
To get started quickly without extra rounds of revisions, gather these in advance:
- the company name and how it can be spelled;
- a description of the business, products and target audience;
- examples of brands you like and ones you do not;
- materials you already have: website, business cards, presentations, signage;
- a list of the touchpoints where you need the identity first;
- a contact for the person who will make design decisions.
Branding specifics in Uzbekistan
In Tashkent and other cities in Uzbekistan a brand lives in three language settings at once: Uzbek in Latin script, Uzbek in Cyrillic, and Russian. A shop sign may be in Uzbek, an Instagram menu in Russian and the website in two languages. So when we design a logo we check straight away how the mark and fonts look in both Latin and Cyrillic, so the text stays intact and readable when the script changes.
Marketing channels matter too. Instagram and Telegram are still the main platforms for local businesses, so the identity should include templates for posts, stories and channel covers. The team will use them every week.
How branding connects to the website
The website is the most visible of all brand touchpoints. If the logo is new but the website was built on old templates, the overall impression does not hold together. It is better to settle the identity first and then carry it over to the site, taking typography, colours, spacing and tone of voice from the brandbook.
We do both branding and websites, so we design the corporate identity with the web in mind from the start: adapting the logo for the favicon, mobile screens and dark mode, and preparing templates for service cards and blog posts.
Trademark registration is a separate legal step
Designing a logo and registering a trademark are separate services. A design studio creates the visual image; legal protection of the mark is handled by lawyers and patent attorneys through the relevant government bodies. If the mark matters to your business, plan the registration early: the lawyer will need the final logo files and the list of goods and service classes.
Frequently asked questions
Can I order just a logo, without the full identity?
Yes. For a new business a logo can be a reasonable first step. Without usage rules, though, it will soon start to look different on different touchpoints.
How many revisions are included?
The main decisions are made at the concept stage, when the direction is chosen. After that we refine the chosen option, so there are few revisions and the result is predictable.
Which files will I receive?
Vector source files in open formats, print and web versions, colour codes and a short usage guide. If a brandbook is part of the project, you get that too.
Do you help with signage and outdoor advertising?
We prepare signage and outdoor advertising layouts as part of the corporate identity. Production companies make them, usually from our artwork.
Which comes first: the logo or the corporate identity?
Always the logo, because the corporate identity is built around the mark and takes on its character. If you create the identity first, you will have to redo it all when the logo changes.
Which costs more: a logo or a brandbook?
A brandbook costs more because it includes the logo, the corporate identity and a description of all the rules. The final price comes from the estimate, and we fix it before work starts once the scope is agreed.
Want your brand to be recognised in Tashkent and beyond? Take a look at our portfolio, read about our branding service and get in touch through the contact form. We will discuss your task and prepare a free estimate.
