Services · Branding
Brand Identity & Brand Systems
Based in Dallas–Fort Worth, working with businesses across the U.S. We design brand identities that hold together: a logo, colors and type that work as one system wherever your business shows up.
Not sure what you need?
Start with a free first look
Who it's for
A new business.
You need an identity from the start, one built to grow with you rather than be replaced in a year.
A business that has outgrown its look.
From scratch or sharpened: we look at what you have, keep what is working, and rebuild what isn’t.
A brand that doesn’t hold together.
Your logo, website, signage and paperwork don’t look like the same company. We bring them into one system.
What you get
A position the market can repeat without you in the room.
A brand is more than a logo. It is the set of visual decisions that makes your business recognizable and consistent. We design those decisions as one system, guided by a clear understanding of your business, so every surface reads like the same company.
Every Brand System includes
Discovery and visual direction.
A working session on your business and the customers you serve, and a clear visual direction agreed before design begins.
A logo and its variations.
The primary logo and the mark variations your business will actually use.
A color and typography system.
A palette and typefaces chosen to work together, on screen and in print.
Usable files and practical guidance.
Files in the formats your printer, web developer and social channels ask for, with clear guidance on using them well.
The number of concepts, variations and applications, the depth of the guidelines, and the revision rounds and milestones are set in your proposal.
Brand applications, when your project calls for them
- Business cards and stationery
- Digital templates and collateral
- Signage, packaging, presentations and other applications
- Extended brand guidelines
Strategy, scoped separately
- Naming
- In-depth positioning research
- Messaging strategy and brand consulting
Pairs with a website designed around the new identity. A Brand System adds to any build.
What you own
The custom work is yours.
The logo, marks and identity designs we create for your project transfer to you under your agreement, with the files. Licensed fonts, stock imagery and other third-party assets follow their own licenses. Identity design does not include trademark clearance or registration. For those services, we recommend consulting a qualified trademark attorney.
Work we've shipped
Seal emblem, palette and typefaces: Cormorant Garamond, Inter, Caveat.
Client project · Brand and website · 2026
Notaries by Aland
Brand and site, designed from scratch: logo, identity, website, and the lead funnel behind it. A mobile notary and loan-signing service in North Texas.
“Transformative for my business.” Aland, owner
Mark, palette and typefaces: Helvetiker (LUX), Cormorant, DM Sans.
Our own identity, not a client project
Lux Marketing Solutions
The identity you’re seeing now: the pyramid mark and the LUX wordmark in a gold-and-ivory palette, carried across a site, a 4K brand film and a real-time 3D scene. Designed in-house.
A frame from our 4K brand film.
How a project works
A free first look, if you want one.
A conversation and an honest read of where your brand stands. Optional: arrive knowing what you need and we start there.
Discovery and a scoped proposal.
We learn the business and agree the direction, with concepts, applications, revision rounds and milestones set in writing before design begins. Yours either way.
Design, in stages.
Direction first, then the identity, then the applications in your proposal. You review at agreed points.
Handover, then your choice.
You receive the files and the guidance. Pair the new identity with a website, or take it from there.
Questions clients ask
The custom work is yours: the logo, marks and identity designs transfer to you under your agreement, with the files. Licensed fonts and third-party assets follow their own licenses.
It depends on whether we start from scratch or refine what you have, how many applications you need, and how detailed the guidelines are. After a short conversation, you get a scoped proposal before any work begins.
It depends on scope. We set milestones in the proposal, before work begins, and design in agreed stages.
A logo may be all you need for a particular project. A Brand System goes further, bringing together the marks, colors, typography, and guidance that help your business present itself consistently. We’ll recommend the scope that fits your needs.
From scratch or sharpened. We look at what you have first. If parts of it are working, we keep them; if it is holding you back, we show you why.
The files your printer, web developer and social channels ask for, with guidance on which to use where. The exact set is listed in your proposal.
Naming is a separate engagement, scoped on its own.
Identity design does not include trademark clearance or registration. For those services, we recommend consulting a qualified trademark attorney.
Yes. A website designed around the new identity is the natural pairing, and a Brand System adds to any build.
A person reads it and replies within one business day. Good fits book a call. Inquiring takes two minutes, no call required.
Tell us about your business.
Prefer email or a call? inquire@luxmarketingsolutions.co 469-885-5015