An identity that holds on the site and in print

What the system has to cover

At minimum: a logo that works small, a type pair someone else can install or webfont, and a short set of colors with enough contrast to read. If those three disagree between the homepage and the business card, you have two brands.

Guidelines can be a short page. They do not need a binder. They need to say which logo, which type, and which color, and where the files live.

Where it gets applied

The first applications are the ones you will actually publish: the website, email, and the print piece you are about to order. A brand that only exists as a presentation is unfinished the day someone needs a homepage.

What to hand a designer

Any existing logo, the sites and accounts you already have, and the next thing that has to ship. If nothing exists, the first deliverable is still those three decisions, applied once, not a moodboard with no files.

That work is branding, usually beside the site or print. Tell me which surface has to be true first via contact.