Looks like every other template
You moved fast, picked a Webflow template, swapped colours, shipped. The site converts: barely: but it cannot anchor a Series A pitch, a sales deck, or a product launch. The visual system is rented, not owned.
SaaS brand identity design · founder-led · published pricing SaaS Branding Agency
SaaS Branding Agency
that ships systems, not logos.
Funky Rabbit is a founder-led SaaS branding agency that designs brand identity for SaaS startups, logo, palette, typography, voice and UI tokens, as one system your team can implement. Five working weeks, $2.5k-$9k, published. Everything survives in dashboards, ships with your engineering team, and stays sharp as features keep landing.
Where identities go wrong
Where most SaaS brand identities go wrong
Three patterns we see in nearly every founder pitch we audit. If two or more sound familiar, you are leaving conversion on the table.
Logo crumbles in the product
The mark looked great on the marketing site, then someone scaled it down to a 24px navbar avatar and the legibility collapsed. You now run two parallel brands, one for marketing, one for the app, and neither team owns the system.
Sales deck and product UI do not share a system
Your sales team builds Keynote slides in Inter, the app ships in Roboto, the founder posts on LinkedIn in DM Sans. None of the surfaces compound. Brand recall stays at zero outside the homepage.
What we ship
B2B SaaS brand identity design: the full system we ship
A complete, implementable system: not a logo PDF and a goodbye. Every artefact below is part of the standard scope.
Logo system
Primary mark, wordmark, monogram, app icon, lockups for light + dark, and the rules for when to use which. Built to render at 16px and at billboard scale without redrawing.
Colour palette
Brand colours with HEX, RGB, OKLCH, and CSS variable names ready to paste into your Tailwind config or design tokens file. WCAG-checked for product surfaces.
Typography system
Display, heading, body, and UI scales with explicit ratios. Includes a recommended licence path (Google Fonts, Adobe Fonts, or self-hosted) and a fallback stack.
Voice & tone notes
Pulled from your founder interviews and customer research, with do / do-not examples for sales emails, marketing pages, error messages, and release notes.
UI tokens for engineering
A handoff your engineering team can actually use: CSS custom properties or Figma variables, covering colour, spacing, radius, shadow, and motion. No PNG screenshots.
Marketing kit
Templates for sales decks, social tiles, email signatures, and a one-pager. So that whoever joins next week can hit publish without redesigning the world.
Brand book
PDF + Notion-friendly Markdown so the system survives the team turnover that always happens around month 12. Source files included.
Its own discipline
Why a SaaS branding agency, not a generalist studio
A generalist studio designs identity for a coffee shop, a fashion label, or an agency, and the same playbook gets applied to software. Designing identity for a SaaS startup is a different job: the output has to survive in environments most identity studios never test. The long version of that argument is brand identity for SaaS, the founder’s guide.
It has to render at 24 px next to a notification badge, then again at 800 px on a hero. It has to coexist with hundreds of UI states, loading skeletons, empty states, error toasts, without becoming visual noise. It has to hand off cleanly to engineering as design tokens, not as a Figma frame and an email saying "use this colour". And it has to age well: the brand you ship at seed has to still feel right when you raise Series B with three new product lines.
- Survives in dashboards. Every artefact is tested inside a real product UI before it leaves the studio.
- Ships with engineering. Tokens, spacing, radius, and motion handed over as code, not as screenshots.
- Scales with features. The system has room for product lines, integrations, and partner co-branding without redrawing the logo.
- Works in dark and light. Default. Not an afterthought, not a checkbox someone added in week 6.
How it runs
A predictable five-week shape
Two milestones to align on, one final delivery, no surprise scope creep.
1
Discovery (1 week)
Founder & team interviews, ICP review, competitive scan, and a working positioning doc you can read in 10 minutes.
2
Direction (1 week)
Three distinct visual routes, each with mark, palette, type, and a sample app surface. We pick one together: no committee.
3
System build (2 weeks)
Full identity build-out: logo system, palette, typography, UI tokens, voice notes, marketing kit. Daily Loom walkthroughs.
4
Handoff (1 week)
Brand book, source files, token files, and a 60-min walkthrough with your team. Two weeks of free async support after delivery.
Published pricing
What a SaaS brand identity costs
Same numbers every visitor sees, no discovery-call quote. The full table, with every discipline, is on the pricing page.
$2.5k-$9k
Visual Identity
Logo system, palette, typography, voice notes, UI tokens, marketing kit and brand book, the standard five-week scope on this page. Focused scopes (wordmark, palette, type, one application surface) sit at the lower bound and ship in two to three weeks.
$12k-$25k
SaaS Rebrand
For a live product with real surface counts: audit, system, applications, rollout schedule, handoff. Runs as its own SaaS rebrand engagement.
Led by Mariia Reznichenko: designing since 2012, running Funky Rabbit since 2023.
Your options
Agency, freelancer, AI tool, or a founder-led SaaS branding studio?
Each route gets you a logo. They differ in who does the work, what you pay, and whether the result reaches your product.
| Big agency | Freelancer | AI logo tool | Funky Rabbit | |
|---|---|---|---|---|
| Who does the work | Account team, rotating designers | One person | You, prompting | Led by the founder-designer |
| Price | Quoted after discovery | Quoted per project | Subscription | Published: $2.5k-$9k |
| Timeline | Set by the account plan | Depends on availability | Minutes for a logo, no system | Five working weeks, fixed scope |
| Engineering handoff | PDF guidelines | Varies | None | Tokens as code: CSS variables, JSON, Figma variables |
| Tested in a real product UI | Rarely | Rarely | No | Every artefact, before it leaves the studio |
Proof
What founders say after the handoff
“I hired Maria for logo design and a brand book and honestly did not expect such a high-level result in such a short time. She understood the brand vision immediately and translated it into a strong visual identity.”
“Mariia led our project from branding and landing page design in Framer to the full UX/UI of the research platform. What impressed us most was her structured and product-focused approach.”
Full reviews, with where to verify each one, on the testimonials page. The brand identity work itself is in the LegalXSale case study.
Frequently asked
Frequently asked
How long does a SaaS brand identity project take?
Five working weeks end-to-end: one week of discovery, one week of direction, two weeks of system build, and one week of handoff. We can compress to four weeks for a hard launch deadline; we cannot compress below four without trading off quality.
Do you only work with funded SaaS companies, or can pre-seed founders engage you too?
Both. We work with pre-seed founders shipping their first identity, with seed-stage teams replacing a placeholder brand, and with Series A teams running their first proper rebrand. The engagement scope is the same; the tone of the discovery interviews changes.
Can you adapt our existing logo, or do we need to start from scratch?
Either. About a third of our SaaS engagements are full ground-up identity builds. The other two-thirds are evolutions: we keep the recognisable equity in your existing mark, then rebuild the system around it (palette, type, tokens, marketing kit). The discovery week tells us which path is right.
Do you also design the product UI, or is that a separate engagement?
Identity ships with UI tokens (colour, spacing, radius, type scale, motion) so your engineering team can apply the brand to the product. Full UI/UX work: flows, screens, design system, is a separate engagement. The two are designed to fit together, and most clients run them sequentially.
How does the brand identity hand off to our engineering team?
As code, not as Figma screenshots. CSS custom properties, design tokens JSON, or Figma variables, whichever fits your stack. We run a 60-minute walkthrough with your engineering lead at the end of the engagement and answer follow-up questions async for two weeks at no cost.
How is a SaaS branding agency different from a generalist branding studio?
A generalist studio tests an identity on a business card and a storefront. A SaaS branding agency tests it at 24 px next to a notification badge, in dark and light mode, and against hundreds of UI states, then hands it to engineering as tokens, not screenshots. The deliverables are the same words; the acceptance criteria are not.
What does a SaaS brand identity cost?
Visual Identity runs $2.5k-$9k: the lower bound is a focused scope (wordmark, palette, type, one application surface) in two to three weeks; the upper bound is the full five-week system with UI tokens, marketing kit and brand book. A rebrand of a live SaaS is a separate engagement at $12k-$25k. The same numbers are on the pricing page for every visitor.
Related
Adjacent reading, work, and routes to explore next.
Guide Brand identity for SaaS, the founder’s guide Framework Brand strategy framework: 5-pillar model Case study LegalXSale, brand identity case study Checklist The SaaS brand kit: 12 deliverables Examples 12 SaaS brand identity examples, annotated Reading Branding for SaaS startups, stage by stage Reading Brand identity vs visual identity vs logo Self-check Brand audit checklist: 20 items Rebrand SaaS rebrand, fixed scope, published price Pricing Every discipline, every range
Selected work
Proof, not promises.
Ready to make your SaaS impossible to ignore?
Thirty minutes, no slides. We will look at your current identity together, name the gaps, and tell you whether a five-week engagement is the right call.
Start your projectNot ready for a call? Send your URL for a free 15-minute audit: we'll tell you whether it's a logo problem or a system problem.