Best for small to midsized businesses that want a clear, thoughtful visual identity that reflects who they are and can be used immediately. This package balances guided discovery with hands-on design, resulting in a practical identity system and a few supporting brand tools.

PHASE I: Understand + Discovery
The goal is to understand the organization, audience, and design needs before exploration begins that provides a clear direction for logo development.
+ Brand guidance and advisory support
+ Guided brand discovery and intake
+ Alignment on goals, audience, and intended brand use

PHASE II: Ideate + Define + Develop
The goal is the exploration, refinement, and definition of a cohesive visual identity, culminating in a finalized visual identity system.
+ Selection of one logo style: 
• Abstract mark
• Combination mark
• Emblem
• Lettermark
• Mascot
• Pictorial mark
• Wordmark
+ Exploration and development of 2 to 3 identity concepts
+ Review and refinement of the selected direction
+ Definition of core visual elements:
• Logo usage lockup(s)
• Typography and hierarchy
• Color palette

PHASE III: Execute + Deliver
The goal is to extend the identity into usable brand tools and documentation.
+ Development of 3 supporting brand assets, select from:
• Letterhead and envelope
• Business card(s)
• Brand pattern
• Thank-you or note card
• Or another agreed-upon asset
+ Creation of limited brand guidelines:
• Brand overview
• Logo usage and clear area
• Brand typeface(s)
• Typographic hierarchy
• Brand color palette 

Deliverables
Final logo and brand asset files:
+ Full-color version png files
+ Black-and-white version png files
+ InDesign source files for approved assets
+ Limited brand guidelines (one-page PDF)

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MKN Design, LLC
michael@mkn-design.com
1–616–915–1941 

Good design is complexity presented simply
MKN Design LLC © 2025

Originally from Ontario, Canada, and currently based in West Michigan, Michael Nÿkamp is dedicated to helping businesses develop and refine creative strategies into clear, impactful solutions that captivate and engage.

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