One-Line Distinction

Brand design = figuring out WHO you want to be (strategy). VI design = letting others SEE who you are (execution).

Brand design includes: positioning, mission/vision/values, naming/slogan, personality, target audience. VI design translates brand strategy into visual language.

When You Only Need VI

If your brand direction is already clear, you just need standardized visuals. Cost: basic (LOGO plus basics) 8,000-20,000 RMB. Full system: 20,000-80,000 RMB.

When You Need Full Branding

If unsure about naming, positioning, differentiation - need strategy first. Full brand project: 50,000-300,000 RMB. A startup agricultural tech company initially wanted just a LOGO (5,000 budget). After discussion realized they needed full brand work (65,000 RMB total including naming, positioning, Slogan, LOGO, basic VI). Founder said best money spent - direction right means nothing wasted after.