_Last updated: 2026-04-23_

# Visual Identity

Airfleet delivers custom visual identity design for brands, starting from business analysis through to a complete brand book with logo, color palettes, typography, and web design guidelines.

## Analyzing Your Business

Airfleet begins by extracting information relevant to your brand's visual identity through a structured three-step process.

**Survey**  
You complete a pre-meeting questionnaire designed to surface key brand attributes.

**Discussion**  
Airfleet uses the survey as a starting point and asks follow-up questions to understand what makes your brand unique.

**References**  
You may provide website references to align expectations. Airfleet also brings references for comparison.

This phase is a mutual investment in understanding your brand's foundation.

## Visual Brief

Airfleet creates a draft briefing document after the analysis phase. The brief lists everything discussed—alignment of expectations, agreed scope, initial ideas, design directions, and research discoveries. You iterate on the brief until the direction is correct; Airfleet does not assume a single "golden" solution.

Download [Airfleet's brief template](https://www.airfleet.co/wp-content/uploads/2024/02/Project-Brief-Example.pdf) to see the format used.

## Visual Concept

Airfleet creates visual concepts quickly because images communicate faster than words.

**Mood Boards**  
Mood boards illustrate different directions using a mix of illustrations, drawings, typography, shapes, and other visual elements related to your brand.

**Actual Design Examples**  
Airfleet creates working designs to move the project forward. Concrete feedback becomes possible once you see the actual creation.

## Logo

The logo often forms the heart of a visual identity, embedding shapes, colors, fonts, and style. Airfleet may design the logo before or alongside the broader concept.

Airfleet uses a logo design system to generate 3 to 5 initial picks based on the long-lasting emotions the brand should convey. The team then iterates and refines to a final logo.

## Visual Identity for Web

After concept and logo refinement, Airfleet creates a full visual identity system: shapes, images, typography, color palettes, and a brand book ready to share.

**Creative Process**  
Airfleet applies best practices from many website projects while tailoring differentiation for each brand to stand out.

**Time Investment**  
Designers spend days or hours in Figma refining shapes and images to achieve the best possible result.

**Feedback and Iteration**  
Airfleet treats you as a collaborator, not a bystander. Your feedback shapes the work, and Airfleet provides its own expertise and judgment to ensure quality.

**Deliverable**  
You receive a Figma file containing your complete website visual identity, including the homepage concept designed, illustrated, and ready for development.

## Next Steps

After visual identity is defined, [create a website strategy](https://www.airfleet.co/website-creation/website-strategy-ia/) by understanding your ideal customer profile (ICP) and their buyer journey.