Last updated: May 2026
You are about to commission a website and someone has told you that you need a brand identity first. A logo, colours, typography, tone of voice, brand guidelines. That sounds like a separate project with a separate budget and a separate timeline. You want a website. Do you really need all of that first?
In brief: Brand identity and website work best when designed together in one process. The brand evolves alongside the website, and nothing gets lost in translation. If budget forces you to choose one first, start with a minimal brand foundation (logo, two colours, one font) and build the website. A full brand identity can be developed later, but the website will need updating to match.
The ideal: design both together
A brand identity designed in isolation is a theory. It exists in a PDF. It specifies colours, fonts, spacing, and rules. But it has never been tested in the context where it matters most: a live website at real screen sizes, on real devices, with real content.
When you design brand and website together, every brand decision is tested in its real context. The typeface is selected by setting real headlines at real sizes. The colour palette is developed against actual UI elements. The tone of voice is written into real page copy, not into a guidelines document someone else will interpret.
The result is a brand that works, not just one that looks good in a presentation. This is why studios that design both together produce more cohesive results than those that do them separately. Read the full case for integrated design (/thinking/brand-website-designed-together).
At Anatra (/pricing), brand and website projects start from £6,000 and take six to eight weeks. That is both, together, in one process.
If you can only afford one
If budget forces a choice, build the website first. A website generates revenue, establishes credibility, and creates a presence. A brand identity without a website is a PDF in a folder.
But do not build the website with no brand thinking at all. At minimum, you need a logo (even a simple wordmark), two brand colours (one primary, one accent), one font pairing (heading and body), and a rough sense of your tone of voice (formal or casual, technical or accessible).
These minimal decisions give the website visual coherence. They are not a substitute for a full brand identity, but they are enough to launch without looking like a default template.
When budget allows, invest in a proper brand identity: strategy, positioning, full colour system, typography rules, tone of voice guidelines, and a brand guidelines document. At that point, the website will need updating to reflect the new identity. This costs more in total than doing both together, which is why the integrated approach is almost always the better investment.
The logo trap
Some founders start with just a logo. They hire someone on Fiverr for £200, get a mark they are happy with, and then commission a website. The website designer asks: what are your brand colours? What fonts do you use? What is your tone of voice? The answer to all three is "I do not know."
A logo without a brand system is a mark without a context. The website designer will make their own decisions about colours, fonts, and tone. Those decisions may or may not align with the logo. The result is a website that uses the logo but does not feel cohesive, because the supporting system was never defined.
If you are going to invest in a logo, invest the small additional amount to define at least the colour system and typography that go with it. A logo plus a one-page brand guide is far more useful than a logo alone.
The sequence that works
If you cannot do everything at once, here is the order that minimises rework and maximises value at each stage.
Stage 1: Minimal brand foundation plus website. A simple logo, two colours, one font pair, built into a custom website with proper SEO. Budget: £3,500 to £5,000. This gets you live and credible.
Stage 2: Full brand identity. Strategy, positioning, refined logo, complete colour system, typography, tone of voice, guidelines. Budget: £2,000 to £4,000. This gives you the system.
Stage 3: Website update to match the new identity. Typography, colours, imagery, and copy updated to reflect the full brand. Budget: £1,000 to £2,000 depending on scope.
Total across all three stages: £6,500 to £11,000. Doing it all at once: £5,000 to £8,000. The integrated approach saves 20 to 30% and produces a more cohesive result.
Frequently asked questions
Can a web designer create a basic brand identity as part of the website project?
Yes, many web designers include basic brand work (logo, colours, fonts) in their website scope. This is different from a full brand identity with strategy and guidelines, but it provides enough visual coherence for a professional website. Ask what brand work is included before signing.
How much does a brand identity cost on its own?
Professional brand identity in the UK costs £2,000 to £8,000 in 2026 depending on scope and studio. Freelancers charge £500 to £3,000 for logo-focused packages. See our full brand identity cost breakdown (/thinking/brand-identity-cost).
What if I already have a logo but nothing else?
A logo alone is not a brand identity. You need at minimum a colour system, typography rules, and tone of voice direction. A good studio can build the full identity around your existing logo rather than replacing it.
Will my website need to change if I get a brand identity later?
Usually yes. The colours, fonts, imagery style, and tone of voice will all be refined. How much work this requires depends on how different the new identity is from what the website currently uses. Budget £1,000 to £2,000 for the update.
Is it worth paying more to do both at the same time?
In most cases, doing both together costs less than doing them separately and produces a better result. The integrated process eliminates the translation gap between brand guidelines and website implementation. If you have the budget, do both.
Sources
- Lucidpress, State of Brand Consistency Report, 2023: https://www.marq.com/blog/brand-consistency-competitive-advantage (https://www.marq.com/blog/brand-consistency-competitive-advantage)
- Bob Design, Branding Cost UK 2026: https://www.meetbob.co.uk/how-much-does-branding-cost-uk/ (https://www.meetbob.co.uk/how-much-does-branding-cost-uk/)