Brand identity is the outward expression of an organization, product, or service which includes its name, logo, and overall visual appearance. It underlines who you are, the fundamental means of customer recognition, and symbolizes your brand's differentiation from your competitors. We say don't judge a book by it's cover, but who are we kidding appearance is everything.

Why is it Important?

The majority of the world consists of visual consumers. This means that your outward appearance is the visual bridging of the gap between your brand and your customers. It turns your name into a visual trigger, forming a connection in the minds of consumers with the values that your brand stands for. To make the correct connections happen, you need your brand identity to appeal to your target audience, be consistent throughout your communications, and show your uniqueness quickly and effectively.


Your logo is the core of your brand identity. It is the central, identifiable visual element of your brand that helps customers build trust, admiration, and loyalty. Usually, it's in the form of a custom icon, logotype, or a combination of the two that is strikingly different from others in your industry. There are 5 key principles of effective logo design: Simple, Memorable, Timeless, Versatile, and Appropriate.

Brand Identity System:

The identity system usually is designed after the logo is complete. The purpose of the identity system is to form a systematic visual language around the logo. While this system needs to compliment the logo, its' main purpose is to offer a family of useful, flexible elements that will help to design and maintain consistency in marketing and business collateral. These elements can include:

  • Alternate Logo Marks (alternate logo lock-ups, logo bug, sub brand logos)
  • Brand Colors (logo/primary colors with secondary and/or tertiary colors)
  • Brand Fonts (headers, body copy, call out fonts, and if needed alternate "safe" fonts)
  • Brand Vocabulary (key words or phrases to be used in all collateral)
  • Graphical Elements (icons, shapes, textures, patterns, photography)
  • Layout Standards (general structure for print and digital material)
  • User Interface Elements (CTA color, button/link styles, forms, and more)

Our Process:

A well designed and crafted identity doesn't just happen. It is created through dedicated research, planning, and some creative magic. Through our years, we have formulated a process to ensure not only a "well designed" logo, but a successful brand identity.

Research Into Your Industry and Target Market
Define Your Vision, Goals, and Personality
Create Your Positioning, Messaging, and Strategy
Create The Final Logo and Identity System
Setting Up the Rules to Maintain Brand Consistency
Deploy the Brand Identity Onto All Collateral

Other Brand Items We Can Help With

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