Brand · Logo · Identity
Brand identity
& logo design
A logo is one piece. We build the whole identity system — strategy, logo, color, type, guidelines and the applications your customers actually see — so the brand looks like one business on every sign, package, page and post.
When you need it
When the business has outgrown how it looks
Most clients come to us at a turning point: a second or fifth location, a move into a new market, a new product line, or a premium price the current look can't support. Materials were made one at a time by different people, and the brand no longer looks like one company.
Teaspa, a massage and spa chain with locations across Maryland, was at exactly that point. We started with interviews with the founding team, set a single brand idea to anchor every decision, refined the logo over three rounds, and then wrote guidelines and designed packaging and in-store graphics together, so all locations changed at once.
Design is a means, not the goal. Every choice in an identity should help the business do something: charge more, be recognized faster, or make the next location easier to open.
What's included
A complete identity system, not just a logo file
- 01
Brand strategy & positioning
Interviews, audience and competitor review, and one clear brand idea that the visual decisions follow.
- 02
Logo system
Primary logo, secondary versions and a mark that work from a storefront sign down to a social avatar.
- 03
Color & typography
A palette and type system with clear rules, including how English and Chinese type work together when you need both.
- 04
Brand guidelines
A practical guide to color, type, graphic language, supporting elements and misuse, so anyone can apply the brand correctly.
- 05
Applications
Business cards, stationery, signage, packaging, brochures, yard signs and social templates — whatever your customers touch.
- 06
Rollout support
Print-ready files and coordination with your printers and sign makers, and a matching website or booth when you need one.
How we work
From conversation to guidelines
- 01
Discovery
In-depth interviews with the founders and team about values, customers and competitors. The output is a short strategy everyone agrees on.
- 02
Logo exploration
Concepts grounded in the strategy, then refinement in rounds. Teaspa's leaf mark came from tea ware, calligraphy and Eastern architecture.
- 03
System & guidelines
Color, type, graphic language and usage rules, documented so your team and vendors can use them without us in the room.
- 04
Applications & rollout
The touchpoints that matter most are designed and produced together, so the new brand launches everywhere at once.
Selected work
Identities we have built
Teaspa spa chain branding
Logo, guidelines, packaging and in-store graphics for a massage and spa chain with locations across Maryland.
YUEHE Real Estate rebrand
A rebuilt logo system and guidelines for a brokerage serving Maryland, Virginia and Washington, DC.
AMATA meditation center
A minimal identity of light and shadow for a meditation center in Maryland.
How to choose a branding studio
What to look for before you commit
A good identity lasts for years, so it is worth asking a few direct questions first.
- Do they start with strategy? If the first meeting is about colors, the result will be decoration rather than a brand.
- Can you see applications, not just logos? Ask how their identities look on signs, packaging and websites in real use.
- Who will you work with? At LGX you work directly with at least one partner on every project.
- What exactly do you receive? Final files in every format, a guidelines document and the rights to use them.
- Can they carry it through? Website, signage and booths are where most identities break down.
- Do they understand your customers? For bilingual or Chinese-American businesses, the brand often has to work in two languages.
Pricing
Quoted per project
Scope ranges from a logo refresh to a full brand system with packaging and signage. After a short call we send a clear scope and quote.
- Starting point — a new brand, a refresh, or a rebuild of an existing identity.
- Strategy depth — interviews, research and naming if needed.
- Number of applications — stationery only, or packaging, signage and spaces too.
- Brand architecture — one brand, or a parent brand with sub-brands like TopEdit and TopYield.
- Languages — English only, or English and Chinese together.
FAQ
Brand identity questions
How long does a brand identity project take?
What is the difference between a logo and a brand identity?
A logo is the mark. A brand identity is the full system around it: strategy, color, typography, graphic language, guidelines and the applications built from them. The system is what keeps a business recognizable as it grows.
How many logo concepts and revisions do we get?
We refine in rounds until the direction is right, and agree the number of rounds in the scope before we start. Teaspa's logo went through three rounds of refinement before we built the rest of the system.
Do you work with small and multi-location businesses?
Can you design brands that work in both English and Chinese?
Yes. Our team works in both languages, and many of our clients are Chinese-American businesses or Chinese companies entering the US. We design the English and Chinese names, type and messaging to work as one system.
Can you also design our website, signage or packaging?
Yes. Applications are part of our identity work, and we also design and build websites and trade show booths, so the brand stays consistent wherever customers meet it.
Do we own the final logo and files?
You receive the final logo files in all the formats you need, plus the brand guidelines. Ownership and usage rights are written into the agreement before the project starts.
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