Free Brand Identity SOW Template

This Statement of Work governs the creation of a brand identity system for [Client Name] ("Client") by [Agency Name] ("Agency"). The Agency will develop a visual identity — including logo, colour palette, typography, and brand usage guidelines — that reflects the Client's positioning and resonates with their target audience. This SOW defines precisely what is included and how the process works. Any work not listed herein requires a signed Change Order.

• Brand discovery workshop (up to 2 hours) covering positioning, audience, competitors, and visual direction
• Mood board presentation (2 directions) for visual language alignment before design begins
• Logo design: presentation of [X] initial concepts (primary mark) based on approved mood board direction
• Development of selected concept into a complete primary logo, secondary/stacked variant, and icon/monogram
• Colour palette: primary, secondary, and neutral colours with hex, RGB, and CMYK values
• Typography system: primary and secondary typefaces with usage hierarchy (H1–H4, body, captions)
• Brand guidelines document (PDF) covering logo usage rules, clear space, minimum sizes, and incorrect usage examples
• Application mockups: [X] branded touchpoints (e.g. business card, letterhead, social media profile)
• Final file delivery: logo in SVG, EPS, PNG (transparent), and PDF formats across all variants
• Two (2) rounds of revisions on the selected concept (see Revision Policy)

• Website design or development of any kind
• Marketing collateral design beyond the mockups listed above
• Stationery print production, business card printing, or physical goods
• Photography, custom illustration, or icon library creation
• Brand naming, tagline development, or copywriting
• Brand strategy, messaging framework, or tone-of-voice documentation
• Social media content, templates, or management
• Packaging design, signage, or environmental graphics
• Presentation of more than [X] initial logo concepts
• Revisions to the mood board direction once approved
• Any revisions beyond the two included rounds

1. Week 1Brand discovery workshop
2. Week 2Mood board presentation (2 directions)
3. Week 2Mood board direction approved by Client
4. Week 3–4Initial logo concepts presented
5. Week 4–5Concept selected and round 1 revisions submitted
6. Week 5–6Round 2 revisions and final logo system complete
7. Week 7–8Brand guidelines and final file delivery

This SOW includes two (2) revision rounds on the selected logo concept. Revisions must be submitted as consolidated written feedback within five (5) business days of each presentation. The mood board direction, once approved, is final — changes in creative direction after mood board approval constitute a new scope item. Only one concept is developed beyond the initial presentation. If no concept is selected from the initial presentation, the Agency will present one additional round at $[rate]. Additional revision rounds beyond the two included are billed at $[rate]/round.

Total project fee: $[Amount]. Payment schedule: 50% ($[Amount]) due upon signing — the discovery workshop is scheduled upon receipt. 50% ($[Amount]) due upon final file delivery. Invoices are payable within ten (10) business days. Overdue invoices accrue interest at 1.5% per month. Final files, including source files and guidelines, are not released until all invoices are paid in full. Ownership of the final logo transfers to the Client upon receipt of final payment.

Brand projects are particularly vulnerable to scope expansion. Any additional concepts, collateral items, brand touchpoints, or revision rounds not covered by this SOW require a written Change Order before the Agency proceeds. Verbal requests are not authorised. The Agency will provide a written estimate within two (2) business days.

• Client will attend the brand discovery workshop and provide honest, detailed input on brand positioning and competitive landscape
• A single authorised decision-maker (or a group with a clear decision process) will review and approve deliverables
• Client will provide consolidated feedback from all stakeholders at each review stage — multiple rounds of fragmented feedback are not included
• Typefaces selected may be paid fonts; licensing costs are the Client's responsibility
• Client has provided accurate information about the brand's intended usage (digital only, print, signage, etc.) at discovery
• The scope is based on requirements stated at the discovery workshop. Significant changes in positioning or direction after mood board approval require a Change Order

The project is accepted when: (1) all deliverables listed in the Scope of Work are delivered; (2) the brand guidelines document is complete; (3) all logo files are delivered in the specified formats; and (4) Client provides written approval, or fails to respond within five (5) business days of final delivery. Upon acceptance and receipt of final payment, full ownership of the final logo and identity system transfers to the Client.