Brand identity process

When we take on a branding project, we will generally follow this process to design a new logo and brand identity system.


1. Discovery

First we need to understand the brand you’re trying to make: where you are today, where you want to go with it, and who your intended audience is. It’s typically in the form of a questionnaire which will form the foundation of our project. We will also conduct a competitive audit to find the “white space” in your industry.


2. Logo Concepts

This is where the fun really begins. We will come up with dozens of ideas internally, but show you the best select few. These logos will be presented in black and white so that you can focus on their forms.

Brand Expression

3. Look and Feel

Once we have a logo locked, we will explore different ways to flesh out your brand identity system. This can include color palettes, typography, graphics, and patterns that will complement the logo. We will show you these systems options in various applied situations: posters, T-shirts, ads, business cards, and more.

Brand Applications

4. Brand Applications

When the brand identity system is complete, we’ll apply it to things that you need. Whether it’s business cards, a PowerPoint template, mugs, or pillows, you’ll see your new brand come to life.


5. Documentation

Finally we will write and design a brand style guide for you so that current and future employees, vendors, and partners will know how to implement your new brand identity to keep your brand consistent and coherent.