Visual Identity
The visible brand. A mark and its variants, the type it sits with, the palette, and enough applied examples to prove the thing holds together off the page.
In development. Ask what the current scope covers.Who it is for
Companies with a logo somebody made once and nothing around it. Businesses about to print, sign, or wrap something they cannot easily redo.
The problem it solves
A mark on its own is a drawing. What decides whether a brand looks credible is everything around the mark, and that part usually never got made.
What I do
- 01Draw the mark and its variants, including the version that survives at sixteen pixels.
- 02Set clear space, minimum sizes, and the lockups you will actually be asked for.
- 03Choose type that pairs with the mark and licenses cleanly for web and print.
- 04Apply it to real surfaces so the system gets tested before it ships.
What you end up with
- Mark files in the formats vendors ask for, including single color and reversed.
- Lockups, clear space, and minimum size rules.
- Applied examples on the surfaces you use most.
01Also in Brand & Strategy
- The ReadPositioning and the competitive read, before any design.
- Naming SystemsNames for the company, the products, and everything under them.
- The SpecificationThe identity written down as rules, not as a picture.
- Setting the VoiceMessage hierarchy and tone. The brand in words.