A complete B2B SaaS brand identity system includes: logo system (primary logo, secondary lockups, icon/mark, favicon, usage rules); colour system (primary and secondary palettes, functional colours, documented hex/RGB/CMYK values, usage proportions); typography system (headline and body typefaces, size scale, weight hierarchy, line height standards); iconography and illustration style direction; photography style guidelines; and brand guidelines document that allows an in-house designer to apply the system consistently without agency oversight. Companies that only commission the logo and skip the system end up with inconsistent execution across every touchpoint.
