Visual identity: logo, colours, typography and graphics that form one recognisable whole

Visual identity is not a logo. It is a system in which the logo, colours, typography, photos and graphic elements work together so that the customer recognises the brand even without the logo, from the layout and style alone. We tidy up existing systems or design new ones, always with how they will be used every day in mind.

What does a visual identity consist of?

The logo is the signature. The identity is the handwriting. The customer recognises the brand by the latter.

A good identity works so that a piece of material without the logo still looks like that company's material. It consists of elements that are simple on their own and together form a recognisable whole:

• the logo in versions for different applications, with usage rules,
• colours: the main and supporting palette, with rules on proportion and contrast,
• typography: typefaces, sizes, hierarchy of headings and text,
• photos and graphics: the style of photography, illustration, icons and graphic elements,
• layout: grids, margins, the way materials are composed.

How do we tidy up or design an identity?

1. We check what exists and what works. An audit of current materials: what customers recognise, what is inconsistent, what gets in the way of daily work.
2. We decide: tidy up or design anew. Together with you. Tidy up when the brand is recognisable and only needs unifying. A new design when the current identity no longer fits the company.
3. We design the system. Logo, colours, typography, graphics and layout, tested straight away on real materials: the website, a proposal, a post, a stand.
4. We capture it in a brand book and templates. Rules, files and templates that the team and partners use without having to ask.

What do you get?

• a visual identity system tested on real materials,
• logo, colour and font files in all the formats you need,
• a brand book with rules and examples,
• templates of the most important materials in the new identity.

When is it worth working on the identity?

• when the company's materials do not look like they come from one company,
• when the identity was created years ago and no longer fits today's offer,
• before a new website, a brand refresh or entering a new market,
• after a merger, when two brands need to be brought into order.

Frequently asked questions