01
Logo and marks
The primary logo, a stacked and a horizontal version, an icon-only mark for favicons and social profiles, and a single-colour version for signage and embroidery. You are never stuck resizing a screenshot.
Brand identity design. Built to be used.
Brand identity design for small businesses in Leeds and across Yorkshire: logo, colour, typography and tone of voice, designed before the website rather than bolted on after it. David handles the work from brief to launch inside the ten-working-day build.
- Live in ten working days of brief lock, or the second half of the invoice waits
- One 20-minute call, we do the rest
- Price fixed in writing before anything starts
Trusted by
Procon 24/7✦Headingley Roofing✦Birkinshaw Aesthetics✦Andrews of Holmfirth✦Dunnrite Scaffolding✦Unique Support Solutions✦ProMax Roofing✦Liv's Lounge✦Pontefract Padel✦Procon 24/7✦Headingley Roofing✦Birkinshaw Aesthetics✦Andrews of Holmfirth✦Dunnrite Scaffolding✦Unique Support Solutions✦ProMax Roofing✦Liv's Lounge✦Pontefract Padel✦
When we will tell you not to rebrand.
Most people arriving here suspect their business looks amateur next to competitors and have no vocabulary for why. That feeling is usually right and the cause is usually not the logo. Here is the fork, and we take it on the audit call before there is an invoice attached to the answer.
Keep the mark.
Your customers already recognise it, and the problem is everything around it.
- The logo is legible small, works in one colour, and people in your town know it on a van.
- What actually looks amateur is the inconsistency: three blues, four typefaces, a different look on the invoice than on the sign.
- Fixing the colour system, the type and the application rules is a smaller job than a rebrand and it keeps the recognition you already paid for.
This is the answer more often than the other one, and we say so before you have paid for anything.
Replace the mark.
The identity itself is costing you work, and you can point at where.
- It was made in a program that cannot produce a vector file, so it pixelates on anything larger than a business card.
- It says something you no longer do, or it reads as a different trade entirely.
- It cannot survive being applied: no single-colour version for signage or embroidery, no icon that holds at favicon size.
A rebrand is the recommendation when the current identity is measurably in the way, not when it is merely old.
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LUCENTDigital Studio
Davidhello@lucentdigital.co.ukLeeds
JetBrains Mono · labels & data
Live in ten working daysFixed price, in writing, before anything startsOne person accountableReplies within one working dayYour account, your card, your siteLeeds, working UK-wideLive in ten working daysFixed price, in writing, before anything startsOne person accountableReplies within one working dayYour account, your card, your siteLeeds, working UK-wide
Logo, colour, type, voice. And the rules that hold them.
Not a forty-page document that lives in a folder. The list below is what lands in your hands, in the formats you will actually be asked for by a printer, a sign writer and whoever builds your next van livery.
02
Colour palette
The values in every space you will actually be asked for: screen, print and the one the sign writer wants. Checked for contrast so text stays readable for everyone.
03
Typography
A typeface pairing with licences that permit the use you are going to put them to, including the web. A font you cannot legally embed is a font you do not have.
04
Tone of voice
How the business sounds in writing: the words you use, the ones you avoid, and how you sound when quoting, chasing and apologising. Written by the same hands that write the site copy.
05
Application rules
How the identity behaves on a van, a business card, a quote document and a website. Short enough that you send it to a printer without a covering explanation.
Brand identity design is not a separate invoice here. It is inside the build, because a site designed before the brand exists ends up being designed twice. The figure comes on the audit call, once the job has been seen.
The test a brand actually has to pass
We didn't think a website could feel like us, but this does. Our regulars kept saying it looks exactly like Andrews.
Johnny Hunt, Owner, Andrews of Holmfirth
That is the sentence to design for. Not "modern", not "premium": his regulars recognised the shop in it. The colour system on that job was pulled from the shop's own signage and the product was photographed in the shop rather than bought as stock, which is why it passed.
Brands you can check against the business.
A fifty-year Holmfirth greengrocer whose colours came off its own shop signage, a Leeds scaffolding firm whose accreditations became the visual argument, and an aesthetics clinic whose credentials had never been surfaced. Three identities, three trades, no shared skeleton.
The brand is designed before the site.
Most small businesses buy a website first and a brand identity later, then pay to have the site redesigned around it. Every layout decision downstream depends on the identity: the colour, the type, the spacing, the photography. Done in the right order it is one job. Done backwards it is two, and you pay for the second one.
Website design and SEO is the route where the site is built for the brand rather than around it, and both are quoted together before anything starts.
One person, brief to launch.
There is no account manager relaying your feedback and no junior producing the first round. It is the reason brand identity design here runs inside the ten-working-day build instead of dragging across a quarter.
David DomingosDesign · copy · build · SEO · paid
- Brief
- Design
- Build
- Search
- Ads
Principal
David Domingos
Founder and principal · Design, copy, build, SEO, paid
- Brief and strategy
- Design and copy
- Build and launch
- Search and paid ads
01How much does branding cost in the UK?
Across the UK market, a logo alone from a freelancer runs roughly £300 to £1,500, a full brand identity from a small studio £1,500 to £6,000, and an agency brand programme £10,000 upwards. At Lucent brand identity design is not sold as a separate invoice: it is inside the build and the monthly price, because a site designed before the brand exists ends up being designed twice. You get the identity and the site it was made for, quoted in full and in pounds before anything is signed.
02How much does a logo cost in the UK?
A logo on a marketplace costs £20 and looks like it. A freelance designer is usually £300 to £1,500, and a studio identity that includes the logo sits inside a larger piece of work. The honest point is that a logo on its own is the least valuable part of a brand. A mark with no colour system, no type, and no rules for using it will look different on every page within six months. We design the logo as one part of an identity, never as the whole job.
03Will I just get a 40-page brand guidelines PDF I never open?
No. Big agencies produce those because the document is the deliverable. Ours is short and made to be used: the logo in every format you actually need, the colour values, the type, and the rules that matter, on a few pages you can send to a printer or a sign writer without explaining anything. If a page of it would never change a decision, it does not go in.
04Do I have to change my logo if I already have one?
Not necessarily, and we will tell you honestly. If your existing mark is recognised by your customers and structurally sound, throwing it away destroys recognition you already paid for. Often the right move is to keep the mark and fix everything around it: the colour, the type, the spacing, the way it is applied. We only recommend a full rebrand when the current identity is actively costing you work.
05How long does brand identity design take?
It runs inside the ten-working-day build rather than in front of it. Brand work that drags for months is usually a symptom of a long approval chain rather than difficult design. One senior works on it from brief to launch, so there is no account manager relaying feedback and no queue behind other jobs.
06Do you work with businesses outside Leeds?
Yes. The studio is on Gotts Road in Holbeck, just outside Leeds city centre, and we work across Yorkshire including Bradford, Wakefield, Huddersfield, Halifax, Harrogate, York, Doncaster and Sheffield, as well as nationally. Brand work happens over video calls and shared files, so location changes nothing about the process. Being local matters for the businesses that want someone they can meet, and we do meet them.
What clients actually say.
Within two weeks of launching the new site, we saw a 37% increase in quote requests.
David GrayshonProcon 24/7He researched our sector before writing a single word, and asked better questions than agencies three times his size.
Neil GallagherGoogle reviewWe didn't think a website could feel like us, but this does. Our regulars kept saying it looks exactly like Andrews.
Johnny HuntAndrews of HolmfirthHe wanted me to be the most satisfied client he had, because he wasn't going to let that referral down.
Paul HughesProMax RoofingWorth reading before you commit.
- How much does a website cost in the UK? The honest price ranges by route, and where brand and copy sit inside them.
- Signs your website needs a redesign When a dated visual identity is the actual problem, and when it is not.
- Website design and SEO What happens after the brand exists: the site built for it, and found.
- SEO services Once the identity is right, the monthly work that gets it found.
Book the free audit.
Thirty minutes. We look at your current brand identity and your site live, tell you honestly whether you need a rebrand or just the things around the logo fixing, and give you the figure in pounds before you sign. The studio is on Gotts Road in Holbeck if you would rather do it in person.
We will tell you to keep your logo if keeping it is the right answer.