A brand is usually recognized by a varying number of essential clues: the name; the logo; the color palette; the voice and tone; the visual style; etc. Each of these items (and more) help create differentiation from the competitive alternatives, while projecting the personality of the brand. And, when done right they can help create preference for the brand. The Brand Identity team that runs this practice is amongst the world’s best at delivering this type of work:
The right name can make the difference between a memorable brand, and one that goes unnoticed. We help determine whether a name should be descriptive, suggestive, arbitrary, or fanciful, and we develop corporate names, product names and entire naming architectures.
A brand is not a logo. That said, a well designed logo is a fundamental component of a successful brand identity. Our award-winning design teams know how to design memorable and meaningful icons that make an impact worldwide.
Successful brands develop a unique visual language that reflects the qualities of the brand. We've helped many companies find their voice and sense of style, and build image libraries that enables them to create marketing materials that are always on brand.
A brand is an asset, and it should be managed carefully. We know how to build a wide variety of tools, from logo usage guidelines to comprehensive brand guidelines. We joke that we've created guidelines about doing guidelines...but it's not far from the truth.
Packaging can take many forms, from boxes to clamshells. We've worked on many diverse packaging projects, and we understand how to leverage packaging to showcase the brand, stand out on the shelf - and ultimately have people take the item to the cash register.
Brochures. Annual Reports. Catalogs. Newsletters. Posters. You name it...we’ve done it. These days lots often literature takes the form of a PDF. We still design our fair share of printed pieces, and love doing it, but we have also mastered the art of designing literature that is distributed digitally.
Today, advertising has become one of the components of an integrated approach to brand building. We are just as comfortable developing a print campaign as well as online banners...or billboards, for that matter. And think it's best if it all works together.