Brand Systems
Brand Identity
A logo is the start; a brand identity is the whole system around it. We build the colours, type, imagery, layouts and guidelines that make every touchpoint feel consistent and considered, whether your team or ours is producing it.
Visual system
A coherent set of colour, typography, layout and graphic elements that hold together across every format.
Imagery & art direction
The photography, illustration and iconography style that gives your brand a recognisable look.
Brand guidelines
Clear, practical guidelines so anyone producing your materials stays on brand without guessing.
Templates & assets
Ready-to-use templates and assets for the things you make often, so consistency is the easy option.
- Visual identity system
- Colour & typography
- Art direction
- Brand guidelines
- Templates & assets
Our approach to Brand Identity
We design a system, not a one-off, and document it so it holds up as it is used by different people over time. Consistency is what makes a brand feel established, and that only happens by design.
Talk to usWant this for your business?
Tell us your goals and we will assemble the team to deliver your brand identity.
A brand is a system, not a logo
A logo on its own does not make a brand. What makes a business look established is consistency: every email, document, social post, ad and page looking like it came from the same considered place. That consistency does not happen by accident. It comes from a system of colours, type, imagery and rules that everyone producing your materials can follow.
We build that system. A brand identity takes the central mark and surrounds it with everything needed to apply it confidently and consistently, whether your team or ours is doing the producing.
What a brand identity covers
- A visual system. A coherent palette, typography, layout principles and graphic elements that hold together across every format and channel.
- Imagery and art direction. The photography, illustration and iconography style that gives your brand a recognisable look beyond the logo.
- Brand guidelines. Clear, practical guidance on how to use the identity, so anyone producing materials stays on brand without guessing.
- Templates and assets. Ready-to-use templates for the things you make often, so staying consistent is the easy option rather than an effort.
Why consistency is worth designing for
When a brand is applied consistently, it starts to feel familiar, and familiarity reads as trust and stability. When it is applied inconsistently, even good individual pieces add up to something that feels improvised. The difference is almost always a documented system that people actually use, not the talent of any single designer on any single job.
Built to be used by real people
The best guidelines are the ones that get followed, so we keep them practical rather than precious. The aim is a system robust enough to survive being applied by different people over time, in tools they already have. It builds naturally on our logo design, and the day-to-day application is handled by our graphic design and print design services.
Frequently asked questions
Do I need a full brand identity, or just a logo?
It depends on how much you produce. If you only need a mark for a few places, a logo may be enough to start. If you regularly create social posts, documents, ads and other materials, a full identity keeps them all consistent and saves time, because the decisions are already made.
We already have a logo. Can you build the identity around it?
Yes. If your logo has equity worth keeping, we build the wider system around it: colour, type, imagery and guidelines. If the logo itself needs work first, we will say so and can handle that too.
What exactly are brand guidelines?
A practical document that shows how to use your identity: logo usage, colours, typography, imagery style, spacing and dos and don'ts. Its job is to let anyone, internal or external, produce on-brand materials without guessing or asking.
Will this actually get used, or sit in a drawer?
That is exactly why we keep guidelines practical and provide ready-to-use templates. A system only delivers consistency if people use it, so we design it to be easy to follow in the tools your team already has.
Can you roll the new identity out across our materials?
Yes. Once the system is set, our graphic design and print design services apply it across your website, social, documents and printed materials, so the rollout is consistent rather than piecemeal.
More in Design
All services →Logo Design
Logo & Marks
A considered logo that works everywhere, from a favicon to a building sign, and still looks like you in ten years.
Graphic Design
Design & Artwork
The day-to-day design work that keeps your brand looking sharp, from social graphics to pitch decks and ads.
Print Design
Print & Collateral
Print done properly, from business cards to large-format signage, set up right so it looks the way you intend.
Ready to grow with Brand Identity?
Tell us your goals and we will assemble the team to deliver them.