Brand identity is any set of visual elements (“visual identity”) used to define how a brand or product looks and feels when we see it. Start by defining how to position your brand in a user’s mind to make sure your choices visually communicate the “feel” you are going for. After we define how to position it, we can then begin to develop a visual identity for it in the form of a brand guidelines document.
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Brand identity guidelines are a set of rules that define what the brand is and how it should be communicated to the users, both visually and in words. The purpose of brand guidelines is to clearly demark what can and can’t be done with a brand, so that everyone working with it communicates the same message to users and maintains consistency across all channels. This includes logo, color palette, typefaces and define design elements to use in branding.
A logo is integral to any brand. They are memorable, recognizable and act as visual representation of the entire brand. Therefore, it’s important that your logo perfectly aligns with your brand strategy.
Colors are also key components of any product or company identity. Colors evoke emotions and must be used carefully throughout a brand to ensure it communicates the right message to its users. Therefore, every brand guidelines document will include details of the key colors used.
Typography is also given pride of place within a brand guidelines document, as it is used to deliver all the written content associated with the brand.
Get to know the client’s business. Conduct research focused on the industry, its history, and its competitors.
Conceptualize ideas and make decisions on the possible design directions. Develop the logo design concepts around the brief and research. Select promising logo design concepts and execute them digitally.
Present logo designs concepts in the context of applications relevant to the client. Make changes if necessary.
Work with the client to reach the best option. Deliver the final logo artwork and identity guidelines.
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