—Sonar Identity
A consistent identity that helps your business look established, recognisable and ready to grow.
Customers judge quickly. A coherent identity — logo, colour, type, messaging — applied consistently across your website, social profiles and print is what makes a small business read as an established one.
01What it costs
The core identity a business needs to stop looking improvised.
One-off project
A full identity system with the messaging to match the look.
One-off project
Everything in Complete, plus the photography and launch content to go live with.
One-off project
Printing, signage and vehicle graphics are quoted separately. Photography scheduling is subject to availability. Revision limits and deliverable formats are defined in the written proposal, so both sides know exactly what's included.
We price each package individually — scope genuinely varies, and a single published figure would either overcharge simple projects or undercharge complex ones. You always receive a full written quotation before any commitment, with VAT added where applicable, and travel, third-party subscriptions, printing, advertising spend and unusual integrations itemised rather than hidden. See the commercial conditions.
02Strategy
Brand discovery comes first: who you serve, what you want to be known for, who you're up against, and what should feel different about you. The visual work then expresses those decisions — which is why two businesses in the same trade shouldn't end up with interchangeable logos.
03Logo systems
A working identity needs the logo in every form real life demands: primary and secondary marks, light and dark versions, a square avatar for social profiles, and favicon-scale simplifications that stay legible at 16 pixels. You receive a system, with rules for when each form is used.
04Messaging
Positioning, strapline and key messages define how the business talks: what you lead with, what you never claim, and the phrases that should appear consistently from your homepage to your invoices. On Identity Complete and Launch this extends into website copy direction, so the site sounds like the brand looks.
05Consistency
Because Sonar designs and engineers websites, your identity is specified in terms a website can implement exactly — colour values with accessible contrast, type choices that perform on screen, spacing rules that survive real content. No more brand guide that the website quietly ignores.
06Assets
Social profile graphics and templates sized for the platforms you actually use; business cards, letterhead and email signatures prepared print- and send-ready. Where printing, signage or vehicle graphics are needed, we design to the printer's specification and quote the production separately.
07Delivery
Everything is delivered in an organised digital asset library: logo suite in vector and web formats, colour and type references, templates, guidelines, and — on Identity Launch — your photography, all named and foldered so anyone joining the business later can find and use them correctly.
08Common questions
No. Identity Essentials explicitly includes logo refinement — keeping the recognition you've built while fixing what holds it back (poor file formats, weak small-size legibility, inconsistent colour). Starting again is a recommendation we make only when refinement genuinely can't get there, and we'll show you why.
Revision rounds and deliverable formats are defined in the written proposal before work starts, so 'one more tweak' never becomes a source of friction. The discovery stage exists precisely to reduce revisions: decisions made early mean the design work lands closer first time.
Identity Essentials typically runs over a few weeks; Complete and Launch longer, particularly where photography needs scheduling. The proposal includes a timeline with the dependencies made explicit — the most common delay is feedback availability, not design time.
We design for them and prepare production-ready artwork to the supplier's specification; the printing, signage and vehicle-graphic production itself is quoted separately. You're free to use our production contacts or your own.
You do. On final payment, ownership of the delivered identity assets transfers to your business, as recorded in the proposal. Fonts and stock elements carry their own licences, which we document in the asset library so nothing is ambiguous later.
09Related services
Identity Launch includes the Business Story shoot; real imagery completes the brand.
Apply the identity where customers actually meet it.
Identity work is bundled into the Local Business Launch package.
10Where we work
Our home city — included travel, local knowledge, quick turnarounds.
From the Black Isle to the west coast — built for businesses that serve wide areas.
Digital services carry well; most of what we deliver works anywhere in Scotland.
Tell us what your business needs. We'll recommend the right package — honestly, including when a smaller one is enough.