Building a strong brand identity
A logo is not a brand. What actually makes an identity recognisable, and how to keep it consistent.
, 1 min read
A strong identity is one people recognise before they read the name. It comes less from the logo itself than from consistency: the same colours, type, tone and image style everywhere.
Start with what makes you different
Before any design, write down in one sentence what you do better or differently than your competitors. Every visual choice should support that sentence.
Build a system, not a single logo
A useful identity includes logo versions, a colour palette, typefaces, a photo style and layout rules. That system is what lets a stand, a brochure and an Instagram post look like the same company.
Write guidelines people will use
Short, visual guidelines get used; a 60-page PDF does not. Give your teams and suppliers ready-made templates for the documents they produce most.
Check it in the real world
Test the identity on the supports that matter for you — a stand wall seen from 10 metres, a phone screen, a printed business card — before rolling it out.
