Brand identity proposal: Free template

Customize this free brand identity proposal with Cobrief

Open this free brand identity proposal in Cobrief and start editing it instantly using AI. You can adjust the tone, structure, and content based on your creative direction, the client’s goals, and project scope. You can also use AI to review your draft — spot gaps, tighten language, and improve clarity before sending.

Once you're done, send, download, or save the proposal in one click — no formatting or setup required.

This template is fully customizable and built for real-world use — ideal for branding projects, visual identity packages, or rebrand rollouts. Whether you’re a freelance designer or a full-service agency, this version gives you a structured head start and removes the guesswork.

What is a brand identity proposal?

A brand identity proposal outlines the strategy, deliverables, and pricing for helping a business define or refresh its visual and verbal identity. It’s typically used to pitch services like logo design, typography, color palette, tone of voice, and brand guidelines.

This type of proposal is usually shared after a discovery call or creative brief, giving both parties alignment before starting concept development.

A strong brand identity proposal helps you:

• Define the scope of creative and strategic work.
• Clarify process, timelines, and client involvement.
• Show how your design thinking supports business goals.
• Build confidence with clear, professional presentation.

Use it to move from exploration to engagement.

Why use Cobrief to edit your proposal

Cobrief helps you create and customize proposals faster — with built-in AI tools and a streamlined editing experience.

• Edit the proposal directly in your browser: No formatting, no downloads — just click and start editing.
• Rewrite sections with AI: Improve clarity, adjust tone, or fine-tune your messaging with built-in AI tools.
• Run a one-click AI review: Instantly identify vague or weak copy and get suggestions to strengthen your pitch.
• Apply AI suggestions instantly: Review and accept individual AI suggestions, or apply all improvements across the proposal in one click.
• Share or export instantly: Send via Cobrief or download a clean, client-ready PDF or DOCX file in seconds.

Spend less time on formatting — and more time pitching better work.

When to use this proposal

Use this brand identity proposal in situations like:

• Pitching a full rebrand project: Outline strategy, deliverables, and creative phases.
• Offering a visual identity package: Include logos, colors, typography, and usage rules.
• Adding brand development to a web or marketing project: Clarify what’s included and how it fits.
• Responding to a creative brief or RFP: Show alignment with brand positioning and design thinking.

This template is flexible — adapt it to fit your exact process and offering.

What to include in a brand identity proposal

Each section of this proposal helps you explain your creative process and set clear expectations. Here's how to use them:

• Executive summary: Summarize the client’s brand challenge and your solution — e.g., creating a scalable identity for growth or refreshing visuals to match a new market position.
• Scope of work: List specific deliverables like logo design, brand colors, typography, iconography, visual system, tone of voice, and brand guidelines. Define how many concepts, revisions, and outputs are included.
• Timeline: Break down key phases like discovery, concepting, revisions, and delivery. Align on deadlines for feedback and approvals.
• Pricing: Clearly explain your fee structure — fixed, tiered, or phased. Note any additional costs (e.g., font licenses or brand photography) if not included.
• Terms and conditions: Keep this section plain and clear — payment schedule, IP transfer, revision limits, and termination clauses.
• Next steps: Make it easy to move forward — include a CTA like “Reply to confirm” or “Click to approve and get started.”

How to write an effective brand identity proposal

You’re not just selling design — you’re selling clarity, alignment, and transformation. Here’s how to write persuasively:

• Frame your offer around the client’s future: Show how the identity supports their growth or vision.
• Explain your process: Help the client understand what to expect and when.
• Don’t overcomplicate deliverables: List outputs clearly so there’s no confusion later.
• Use client-friendly language: Balance creative terms with accessible explanations.
• Keep formatting simple and visual: Use bullets, headings, and short sections to guide the reader.
• Close with confidence: Prompt action with a frictionless next step.

Frequently asked questions (FAQs)

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This article contains general legal information and does not contain legal advice. Cobrief is not a law firm or a substitute for an attorney or law firm. The law is complex and changes often. For legal advice, please ask a lawyer.