Branding / Design
Brand Identity
A concept brand identity that treats the logo as one part of a wider system: type, colour, tone and templates that stay recognisable wherever the brand appears.
Concept project: a sample of the kind of work we do.
This is a concept piece rather than a client engagement. It shows how we think about a brand identity, which has to work on far more than the single page where a logo is first presented.
The design thinking
A logo on its own does not make a brand. What people recognise over time is the combination of type, colour, imagery and tone of voice, used consistently. So we start with what the brand needs to communicate and who it needs to reach, then design a system that expresses it.
A useful identity holds up in real conditions: a tiny social avatar, a printed sheet, a dark background, a slide made in a hurry by someone who is not a designer. We test early ideas against those situations, because a mark that only works large and on white will cause problems later.
What a project like this involves
- Exploring the brand's personality, audience and competitive landscape
- Developing and refining a small number of logo directions
- Choosing typography and a colour palette that meets accessibility needs
- Applying the system to real items, such as social posts, documents and print
- Writing simple guidelines and supplying organised, ready-to-use files
Where the effort usually goes
Much of the value sits in the handover. Clear guidelines and well-prepared templates are what keep a brand consistent once it is in everyday use by people who were not part of the design process.