Identity & Brand Development
Good design is an important part of distinguishing one company from another. To help make your business recognizable and memorable, marketing activities require collateral that is branded consistently. The brand of your firm (logo, design, color, text and images) reflects your organization’s products and services and affects how your business is perceived. Looking sharp and presenting a clear and consistent story are essential components of successful brands. More often than not, companies that value design lead the pack.
What is good design? Good design solutions are beautiful, function well, they adhere to budgets and meet deadlines. The best designs are not rushed. They are thoughtfully calculated, worked and reworked. Research designs and styles that you like to identify successful precedents and current trends. Study the industry you work in to learn what your competitors have done well. Figure out how you can do it better.
Develop a brand that represents your business and reflects your mission and vision statements. Create an appropriate style with colors, design and fonts. Your logo is part of identity development, which also includes business cards, taglines, corporate forms and stationery. Another part of the identity is the persona, or voice, which is a written representation of an individual’s personality. It helps to maintain a consistent tone so all text reads as if it came from the same writer. Persona also guides the delivery of appropriate messages.