Your brand identity should be a visual summary of your business

Customers look for ways to find what is relevant to them and ignore the rest. To be one of the brands that capture their attention, you need to make your company easily recognisable. Visuals speak louder than words, more so than ever before.

Most brands are complex and it is my job to strip away the unnecessary and to draw out the essential. By doing this the result should be a meaningful brand identity design that will help grow your business. Focus on one powerful idea, well told and beautifully designed. Here’s my design principles.

Unique 
Your logo must have the ability to stand out against the crowd and it should be easily recalled after just a glance. Keep it simple for easy recognition. Less is more.

Memorable 
A few seconds is all it takes to make a first impression, but you need to make sure your logo makes a lasting impression as well.

Relevant 
Your logo must represent you. It must be appropriate, tailored to your audience and easily identified with your industry. However, it must not become a “me too” version of any other similar business to yours.

Versatile 
Your logo will be used in a number of ways and in multiple contexts and it has to be clear and effective at any size.

Timeless 
Focus on your brand rather than what the latest trends are. You want your logo to be able to stand the test of time.

Keep your branding human. People want to know that they are not buying from a faceless corporate entity. Google changes its masthead regularly to reflect anniversaries and world events. Some digital brands rely more on their uniquely designed typeface instead of their actual logo or branding icons. And Netflix changes their graphics depending on what user is watching.

Your brand identity should communicate the things you do in an instance by conveying your brand’s message confidently and positively - and it should be simple in structure. The easier something is to understand, the more likely people will become engaged with what you are trying to communicate.

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