Visual identity (VI) design has two parts: a basic system of 10-15 items that sets logo, typography, color, and graphic rules, and an application system of 30-60 items across office, environmental, communication, digital, and product scenarios. Most companies actually purchase around 20 items, adding others as needed.
Basic system: rules first, extensions second
The basic system is the constitution of the entire VI. It dictates how every application looks. It is not directly public-facing, but missing items cause execution to drift. In mature projects in Guangzhou and Shenzhen, the basic system takes 7-10 working days for a first draft and costs RMB 15,000-40,000 (approx. USD 2,100-5,600) when done alone; when bundled with brand positioning, it is usually priced as a package.
- Logo specification: standard construction, minimum size, clear space, and examples of incorrect use. Missing any one leads to distortion in print.
- Typography and color: designated Chinese and English typefaces with weight and tracking rules; color values in CMYK, RGB, and Pantone, with color difference controlled at ΔE≤3.
- Supporting graphics and lockup rules: graphic extension ratios, horizontal and vertical logo-text lockups, and rules for layering with supporting graphics.
- Licensed fonts and prohibited treatments: a list of commercially usable fonts; explicit bans on stretching, outlining, or adding drop shadows.
One test of a qualified basic system: hand the files to a designer who was not on the project and see if they can produce consistent materials using only the guidelines. If not, the guidelines are incomplete. For our scope, see the logo and visual identity service page.
Application system: five scenarios, pick what you need
The application system is where the rules get enforced, and where quotes vary most. For the same company, office collateral alone versus a full environmental signage package can differ by 3-5 times. We recommend selecting by scenario, covering high-frequency items first and deferring low-frequency ones to phase two.
- Office: business cards, envelopes, letterheads, ID badges, folders, PowerPoint templates, desk nameplates. Turnaround about 5-8 working days.
- Environmental: storefront signs, reception backdrop walls, floor directories, department signs, exhibition graphics. Involves materials and installation; 2-4 weeks.
- Communication: poster layouts, roll-up banners, brochure layouts, social media avatar and cover templates.
- Digital: website visual guidelines, icon style, email signatures, WeChat article layout standards.
- Product and packaging: front-of-pack layout rules, label specifications, series merchandising logic.
All scenarios must share the same proportions and white-space rules; otherwise materials side by side look like two different companies. In premium retail, for example, the logo and VI system for BARLI take a minimalist approach: few识别 elements but strict reuse rules, so shelves, packaging, and store materials keep one tone.
The 20 items companies buy most
These 20 items cover the real purchasing scope of most companies in Guangzhou and the Pearl River Delta. Use them to check a quote line by line: which items are included, which are missing.
| No. | Item | System | Typical price range (RMB) |
|---|---|---|---|
| 1 | Logo construction and specification | Basic | Included in basic system |
| 2 | Logo minimum size and clear space | Basic | Included in basic system |
| 3 | Chinese typography specification | Basic | Included in basic system |
| 4 | English typography specification | Basic | Included in basic system |
| 5 | Brand colors (CMYK/RGB/Pantone) | Basic | Included in basic system |
| 6 | Supporting graphics and extension rules | Basic | Included in basic system |
| 7 | Logo and text lockup rules | Basic | Included in basic system |
| 8 | Examples of incorrect use | Basic | Included in basic system |
| 9 | Business card | Office | 300-800 per design |
| 10 | Envelope and letterhead | Office | 400-1,000 per set |
| 11 | ID badge and desk nameplate | Office | 300-900 per design |
| 12 | PowerPoint and document templates | Office | 800-2,500 per set |
| 13 | Storefront and reception backdrop | Environmental | 1,500-5,000 per item |
| 14 | Floor directory and department signs | Environmental | 800-2,500 per item |
| 15 | Poster and roll-up banner layouts | Communication | 400-1,200 per design |
| 16 | Brochure layout standards | Communication | 1,200-4,000 per set |
| 17 | Social media visual templates | Communication | 600-2,000 per set |
| 18 | Website visual and icon guidelines | Digital | 1,200-3,500 per set |
| 19 | Packaging front layout rules | Product | 1,000-3,000 per series |
| 20 | VI manual compilation and delivery | Delivery | 1,500-5,000 |
Prices reflect actual project ranges in first-tier cities and exclude printing and installation. Manual compilation is often cut, but without it the first 19 items are loose files, and the production team has to ask again every time.
Three actions to confirm scope
After receiving a quote, don't rush to compare totals. Do these three things first; they prevent most later add-on charges.
- Count items, not money: go through the 20 items above, circle what the vendor did not quote, and ask for itemized add-on prices. Avoid vague phrases like "the basic system includes everything."
- Clarify revision rounds: industry practice is 2-3 rounds per item; extra rounds are billed per time, commonly RMB 500-1,500, so write it into the contract.
- Confirm delivery formats: require AI or CDR source files plus PDF guidelines, and ensure fonts are commercially licensed to avoid font audits after launch.
Overall timelines: basic system plus office collateral about 3-4 weeks; including environmental and packaging applications, about 6-8 weeks. After VI is done, website, space, and communication materials often need to be rolled out together; coordinate with brand consulting timelines to reduce repeated communication.
Frequently asked questions
How much does VI design cost?
In first-tier cities, the basic system alone costs RMB 15,000-40,000 (approx. USD 2,100-5,600). Basic plus 20 common application items usually totals RMB 40,000-100,000. A full project with environmental signage and packaging series commonly runs RMB 100,000-200,000 or more. Price differences come mainly from the number of application items and whether manual compilation is included; printing and installation are excluded.
Is VI design the same as logo design?
No. The logo is just one item within the basic system. VI also covers typography, color, supporting graphics, lockup rules, and application materials across office, environmental, communication, digital, and product scenarios. With only a logo, execution has no rules to follow and materials easily go off-brand.
How long does VI design take?
The basic system alone takes about 7-10 working days. Basic plus office collateral takes about 3-4 weeks. Including environmental signage and packaging applications, about 6-8 weeks. Timeline depends mainly on the number of application items and revision rounds; we recommend specifying 2-3 revision rounds per item in the contract.
Does a small company need a full VI?
Not necessarily all at once. Start with the basic system plus high-frequency office and communication applications, about 10-15 items, enough for daily operations. Add the rest in phase two as business grows. The key is that the basic system rules are thorough enough to keep later additions consistent.
VI design can be as broad as you need, but what really matters at purchase is deciding which items to do now and which to defer to phase two. Clear scope makes quotes comparable.
Xingkong Dahai's core team has 4A agency experience and delivers integrated work from brand positioning to logo and VI, packaging, spatial, and website. Clients include Poly Developments, Midea Group, Yantang Dairy, and Pien Tze Huang.
To verify project scope, visit our logo and visual identity service page or call +86-400-6619-020.