A business has a service and needs a website, but its logo or palette is still being discussed. Should it wait for the entire identity or start development? The answer depends on which decisions are ready and which part of the project you want to begin.
This guide defines sequence and dependencies rather than creating a brand identity. The general website commissioning process covers collaboration; here we agree when brand assets must reach the relevant stage. Do not assume identity creation is included in a website order.
Start with the task and decision readiness
Before the first meeting, define the offer, audience, intended action and main pages. You can gather these answers before finalising colours. If the service or business name is changing, record it: uncertainty also affects copy, addresses and structure, not just appearance.
Separate content preparation, a prototype and visual design. A prototype can show block order and the enquiry journey without the final style. It is not an approved launch layout; agree which decisions must become final before the next stage.
Choose a sequence of work
The table supports a discussion about stages rather than setting a universal schedule. For each option, name a deliverable, an owner and the materials required to accept it.
| Situation | What can start | What to agree before design |
|---|---|---|
| Identity is approved | Brief, structure and layouts | Files and rules for interface use |
| Identity runs in parallel | Content, page map and prototype | Handover date and temporary decisions’ limits |
| Early launch without a full identity | Scope of a complete first version | Minimum visual direction and later updates |
| Name and offer are changing | Clarifying the task and materials | A stable basis for copy and structure |
Collect assets specifically for the website
- Approved name and current logo version, if available.
- Source artwork and variants for different backgrounds, where provided.
- Colours with their intended roles, not just a palette image.
- Font names, required styles, files and usage conditions.
- Photo, illustration and caption guidance with available materials.
- A short list of approved decisions and those still subject to change.
Do not substitute presentation screenshots for available source files. Hand over the current set in one place and identify who approves changes. If web guidance has not been written, agree who adapts the assets to the interface.
Check the identity in a web context
Check the header logo on a phone and desktop, real-length copy and all necessary languages. Fonts must display your content’s characters, and buttons must remain understandable after translation. A layout with short placeholder lines does not replace this check.
W3C explains text contrast and use of colour: text needs to be readable against its background, and colour should not be the only way to communicate a state. Check form messages and focus as well as the first screen.
Keep the selected font’s usage conditions. For example, the Onest licence is available alongside its project files. This is an example source, not blanket permission for every typeface.
Agree the handover between contributors
When different people prepare the identity and website, define a shared acceptance point: what the brand designer provides, what the website designer adapts and who approves the result. The whole team should see open questions, while one responsible person can consolidate approval comments.
Educational example: a service business has agreed its services but is still selecting a mark. Copy and a prototype can be prepared, with approved assets handed over before visual layouts. If the name or offer changes later, review the content and dependent elements separately. This is a hypothetical scenario, not an XEVOR case study.
Treat later changes as more than a colour swap
A new mark may need different header placement, a different typeface may require checking wrapping and buttons, and new photos may change the composition. The impact depends on the actual assets. Before replacement, ask for the affected pages and repeat-check criteria.
If launching the first version earlier, approve it as a complete deliverable with defined limits. Record what belongs to the next stage and who will approve it. Do not leave empty “coming later” sections publicly visible or assume all future changes are included without discussion.
For an existing website, the redesign guide helps separate a targeted update from broader restructuring.
What to agree before starting
- Website task, pages and content readiness.
- Existing materials and decisions awaiting approval.
- The scope of identity work within the website order.
- Owners and the asset handover point before layouts.
- Checks for languages, phones, text and interface states.
- How future changes will be assessed and accepted.
This list complements the website commissioning plan. Use the project handover checklist for final files and instructions. Start with what is ready instead of waiting for every possible asset.
Discuss a business website · Send the task and asset readiness
Frequently asked questions
Do I need a full brand guide before the first meeting?
No. Describe the task and existing materials. Agree a sufficient set, an owner and open decisions for the particular stage.
Can I start without a logo?
You can discuss content and structure. Agree an acceptable public visual treatment; do not present a temporary mark as approved.
Can identity and website work run in parallel?
Yes, with agreed dependencies and handover. Do not approve final layouts based on assumptions about a future result.
Is brand identity included in website development?
The order’s scope determines this. Name asset creation, adaptation and approval separately rather than assuming automatic inclusion.