How Long Does a Brand Identity Take?

The short answer

Most of our brand identity projects take 4 to 6 weeks. That covers direction, the identity system and guidelines. A name change, a large rollout or slow sign-off adds time. A website built alongside usually starts once the brand direction is agreed.

Timelines at a glance

• Brand identity: Usually 4 to 6 weeks
• Website: Most of our websites take 2 to 6 weeks
• Launch film: Usually 2 to 4 weeks
• Scoping: A scoping doc and timeline within 48 hours of a brief

What moves the timeline

• Scope. A logo and basic system is quicker than a full identity with motion, templates and guidelines.
• Naming. A new name needs legal checks and domains, which can stop a favourite late.
• Sign-off. One decision maker keeps the weeks short. A large group stretches every round.
• Rollout. Updating the product, site, deck and profiles takes time after the identity is done.

How the weeks usually run

• Direction. Positioning, references and two or three routes.
• System. Logo, colour, type, layout, imagery and motion, built out from the chosen route.
• Guidelines and files. Rules, templates and source files for the team.

Examples from our work

We rebranded Cobalt to Refold AI and shipped its new website in 45 days, ahead of its raise. For Sookti AI we delivered the brand, website and launch materials in 8 weeks for its Peak XV announcement.

Related reading: How Long Does an AI Startup Rebrand Take?, How Long Does It Take to Build a Startup Website?

FAQ

Can a brand identity be done in two weeks?

A logo and a basic system can. A full identity with guidelines needs longer to do well.

Can brand and website run at the same time?

Partly. The website starts once the brand direction is agreed, so the two overlap.

What slows a brand project down most?

Late naming decisions and feedback from too many people.

Working back from a raise or launch? Send us the date and we reply with a scoping doc and timeline within 48 hours.