Corporate identity: what it includes and how it works
An identity is the system that makes any new layout recognisable without the logo's author being involved.
A logo is not an identity
A logo answers 'who is this'. An identity answers 'what does everything else look like': social posts, proposals, signage, uniforms, packaging.
A company with a logo but no system looks different in every channel because each layout is made by a different person to their own taste, so recognition never accumulates.
The mandatory minimum
A colour palette with exact screen and print values, otherwise colours drift between layouts and print shops.
A type pair supporting both Cyrillic and Uzbek Latin. That constraint rules out a large share of popular typefaces, so check before approval, not after.
Composition rules: logo placement, spacing, heading and caption treatment — the rules that let a new designer build on-brand layouts.
Which assets you actually need
Start with what is used weekly: post and story templates, a presentation, a commercial proposal, a document template, avatars and covers for Telegram and Instagram.
Business cards and letterheads are needed far less often now than a presentation template. Ordering the full asset list 'just in case' is a classic overspend.
Cost and why identities die
A basic identity (logo, palette, type, 5–7 assets) runs 8M – 20M UZS over three to five weeks; extended identity work with illustration and environmental design starts around 25M UZS.
Identities fail when source files live with one person, or when templates are so awkward that rebuilding a slide is easier than filling one in. Keep a shared folder and usable templates.