Brand Identity
The visual and verbal expression of a brand. The brand identity “kit of parts” works together to create a cohesive and consistent brand presence across the complete brand experience.
The best brand identities are the authentic reflection of a company’s business strategy, product, legacy and culture.
Much more than a logo, this combination of graphics, voice, type, color, illustration and photography makes up the key elements of every brand experience. It should be flexible, scalable and engaging at every customer interaction.
Navigating the Design Process
Creative is subjective, so the branding team’s ability to manage the process is vital. Our tenured team is highly experienced at bringing large stakeholder groups through the decision making steps that are needed to get to a final brand identity solution. When our clients can envision their brand on hats, trucks or a billboard in Times Square — and can’t wait to share it with the world — we know we’ve done our job.
Budgeting for Branding
A Brand Identity System is the foundation for all brand communications. Unlike a marketing initiative, it is as fundamental as the building where your company is headquartered or the retail store where your customers shop and, likewise, should be treated as capital investment.
Brand Identity Services
While every brand identity project is different, ranging from new brand invention to evolution to complete brand reinvention, we follow a tried-and-true process that guides us to the right solutions for each client.
Naming
Before a name is a brand, it’s just a word. The naming process allows for the exploration of a range of viable and available solutions. As names start rising to the top, the team then begins testing the visual and verbal possibilities that turn a name into a brand until one name stands out as THE name.
Concept Visualization
Imagery is a powerful alignment tool to bring people together around shared ideas. The use of photography, original imagery and sketching to start establishing a look-and-feel direction helps teams begin visualizing new concepts. It’s true: One picture can speak 1000 words.
Brand Identity Design
A holistic approach to defining the visual direction of a brand where the logo, colors, typography, graphics, patterns and photography are all developed together in application to key brand experiences. Different directions are explored and then refined into the final direction.
Brand Voice
Words work in tandem with visuals to create experiences with distinctive personality. This work is done in tandem with the brand identity design work to determine how the brand talks. Is it nerdy, funny, casual, edgy or professional?
Prototyping
The initial creation of branding applications to test viability and fine tune details. This is used for everything from creating a laboratory for a branded environment to the testing of readability on packaging or signage concepts. Design thinking is often used to prototype ideas as part of the design process.
Design Validation
User-centered design research that is used during the design process to validate solutions and ensure that the design intent is connecting with the intended audience. This can take on many forms. The branding team works with the client team to determine the correct methodology.
Identity Systems
System design is the extension of the core brand identity to all of the key design elements that will make up the “kit of parts.” This includes libraries of iconography, photography, typography, patterns and key messaging.
Brand Standards
The digital documentation of brand usage guidelines that is easily accessible by anyone working with the brand. A clear brand book ensures all communications and experiences stay aligned with the brand’s initial intent. This is a necessary tool for building brand equity over time.