Brand identity for SaaS and AI startups
We design brand identities for SaaS and AI startups as systems, not just logos: type, color, logo rules and voice, written down and built to work on your site, in your pitch deck and inside the product UI. One senior designer, start to finish. Brand identity from US$6k.
Who it’s for
- You’re still on a placeholder brand, and a launch, raise or first enterprise deal is coming.
- Your brand looks like every other AI tool.
- Your product UI and your marketing look like two different companies.
What the basic package includes
- Research and intent. What the brand is for, who it’s for and what it needs to say, before we draw anything.
- The system. Type, color, logo rules, voice and design tokens your product and site can use directly.
- Edge cases. The small surfaces where identities usually fall apart: favicons, email signatures, social previews and empty states in the app.
- Handoff. Guidelines and source files your team keeps, plus tokens and markdown files (like a DESIGN.md) that your AI coding tools can follow.
Naming direction is available when you need a name. Bigger scopes are available and cost more.
Why SaaS and AI brands need a system
A SaaS brand spends most of its life inside the product: tables, buttons, empty states, dark mode, a 16-pixel favicon. An identity designed only for a homepage hero falls apart there. We design the identity and its UI rules together, so the brand holds up in the places nobody designed by hand. Some identities are generative when that suits the brand. See the Playground.
Is it worth it at your stage?
- Pre-seed: a clean, simple identity and a clear name are often enough. Don’t overspend.
- Seed: before a launch or a raise, a real system pays off, because the product, the site and the deck all use it.
- Series A, or selling to bigger companies: buyers judge trust partly on how you look. This is where a fuller identity, or a rebrand, earns its cost.
Price
Brand identity from US$6k for the basic package. If you need the product designed too, Launch (from US$12k, about 4 weeks) includes positioning, naming direction and the identity system. Websites start at US$10k. See What a brand identity actually costs.
How it starts
- Tell us where your brand is today and what’s coming. We reply within two working days.
- One 15-minute call to agree the scope and first milestone.
- Work starts within one to two weeks.
Further reading
- Rebranding a live SaaS: identity, website and keeping your trafficHow to rebrand a live SaaS or AI product: what changes in the identity, website and product UI, the order to do it in, and how to keep your search traffic.
- Why every AI startup looks the same, and how to brand one that doesn’tPurple gradients, sparkles and a chat box: why AI startup brands converge, and how to build an AI brand people can tell apart and actually trust.
- Generative identity for SaaS and AI brandsWhat a generative brand identity is, when a SaaS or AI brand should use one, and how to keep it consistent across product, website and social.
FAQ
Research and intent, the identity system (type, color, logo rules, voice and design tokens), edge cases like favicons and social previews, and a handoff with guidelines and source files.
From US$6k for the basic package, or as part of Launch from US$12k if you need the product designed too.
Yes, naming direction is available as part of the work. Trademark clearance needs a lawyer, and we’ll tell you when to involve one.
Yes. We plan the rollout across the product, the site and search, so you keep your traffic.
Yes. We hand over tokens and markdown files that tools like Claude Code and Cursor can follow.
Send your brief
Tell us where your brand is today and what’s coming. We reply within two working days.
Send your brief