Brand Identity
Brand identity: a recognizable system, not an isolated logo.
We build visual systems in which logo, typography, color, composition and applications speak the same language.
The system
The logo is part of the system.
It is not the whole system.
An identity must work across different contexts without losing recognition.
From the website to social channels, from a presentation to printed material, every element should feel part of the same brand even when the logo is not the protagonist.
The scope
What we build
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01
Visual direction
We define the visual territory and principles that will guide the system.
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02
Logo
We design the mark and its configurations when the project requires them.
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03
Typography and color
We build a visual hierarchy that works across different touchpoints.
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04
Graphic system
Grids, shapes, photography, composition and other elements that make the identity recognizable.
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05
Applications
We translate the system onto the materials the brand actually uses.
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06
Guidelines
We document the rules needed to maintain consistency over time.
Consistency before decoration
Every choice needs a reason.
We do not add elements simply to make the brand look more “creative”.
A good identity must distinguish, orient and make the project recognizable over time.
Form comes after understanding what the brand needs to communicate.
The relationship between visual system, recognition and consistency is also explored in the article Brand identity: how to build a recognizable, coherent identity.
The process
From understanding to application.
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01
Listening
Understand the project, audience, context and direction.
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02
Territory
Define what the brand must communicate and what makes it recognizable.
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03
System
Build the visual elements and the relationships that hold them together.
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04
Application
Bring the identity to the touchpoints the project actually uses.
Do you have a brand that needs to be more recognizable?
Tell us what you want to build, what is not working or where you want to take the project. We start from the context and define the system it truly needs.